In parallel with online ordering applications, delivery platforms and ordering kiosks, a new ordering technology has appeared in recent years: table ordering. Whether in the fast-food industry or in "white tablecloth" establishments, table-ordering services are becoming more and more important. Here and there, we now find iPads or other tablets on the tables, among salt and pepper shakers.
When set up, the primary goal of these tabletop devices was to speed up the service by letting consumers order independently. By letting customers order during the course of their meal without having to wait for a waitress, restaurant owners can "rotate" their tables faster and therefore, serve more clients. Within the last years, the chains which implanted this type of service are unanimous; Table order facilitates in-house service, maximizes customer satisfaction and increases the average bill.
Make In-House Service More Efficient
Self-service ordering significantly reduces the workload of the staff. Relieve the waitress of tasks such as taking order and they will be able to serve customers more carefully, optimize operations by taking more valuable actions and improve the consumer experience in your restaurant.
There are still some concerns that tablets may remove jobs for servers, but so far, restaurant chains, like Outback, claim to use tablets as assistants: servers continue to interact with the customers and direct the service. However, they are released from common requests such as ordering a dessert or asking for the bill, which is now done directly on the tablet.
Self-service ordering reduces the workload of the staff. Normally, the a waitress spends about 35% of its time taking orders. Giving customers the freedom to submit their own orders allows the staff to do tasks that improve the overall restaurant productivity.
Increase Customer Satisfaction
During peak hours, the in-house staff can not always respond immediately when customers are ready to order or when they have requests. With self-service order taking, customers can place orders whenever they want, improving their experience.
In addition, the presence of self-service kiosks at the tables ensures that no customer request falls into oblivion due to high traffic in the restaurant. For example, a customer who wants to order a second beer or dessert can do so without having to wait for the arrival of the waitress. In this sense, the risk that the consumer may change his mind if he can not communicate with the the staff within a reasonable time is greatly reduced.
Since customers do not need to search for servers, they can place orders at their own pace, allowing them to have a more enjoyable experience.
Some feared that table ordering would result in lower tips for the waiters. According to them, people would be less inclined to tip servers when technological solutions do some of the work. However, this does not seem to be the case. In fact, tips have even increased. First, thanks to higher customer satisfaction with the service, enhanced by the presence of tablets. Secondly, it only takes a simple push on a button to automatically apply a tip that meets the industry standard of 15% to 20%. A study conducted by the National Restaurant Association (NRA) shows that 79% of consumers think that technology improves service and order accuracy and, as a result, 70% of them are inclined to tip more generously.
Increase Your Average Bill
Restaurants are also seeing an increase in the average bill when tablets are used. Weigel, General Manager at Outback, noted that dessert sales were on the rise in their restaurants. Indeed, having the menu image in front of you and being able to order easily and quickly, without having to wait or feel judged, leads the customer to order more. As with online ordering and self-service kiosks, we see a 30% increase in average order value from table ordering devices.
Offer Table Ordering
The facts speak for themselves: table ordering is here to stay. Not only does it make your team more productive, it also improves service and customer satisfaction. This is another step towards increasing the profitability of restaurants, while optimizing the customer experience in-house.