Northern Europe in 2022: F&B technology, trends to come
The first months of 2022 have marked some of the most advanced stages of the industry’s digital change with new channels developing rapidly, whilst many consumers have retained their allegiance to social distancing.
As we look forward to the rest of the year, here are some important trends that may come to the forefront.
The Cloud and smartphones
The penetration rate for smartphone users in Sweden is forecast to increase from the 90 % level it was in 2020, to 96% in 2025. This is higher than the 80% that it is in the rest of Europe.
With much of the F&B industry becoming frictionless, traditional restaurants with table service are still dragging their heels. At the end of their meal, guests must ask for the bill, wait for it to arrive at the table, then suffer an additional delay whilst the waiter fumbles with the payment terminal.
Keeping customers happy through the application of the latest technology is important for any hospitality company, especially for restaurants struggling to maintain a competitive edge. Guests and employees expect a seamless and integrated transaction, which often requires investment in the latest technological innovations.
Dining is entering a new era of digitization. Every phase is changing; reservation, pre-arrival, menu selection, payment, and exit are all affected, and cloud-based POS technology is the central enabler.
Pick-up vs delivery
The delivery channel is becoming increasingly difficult for restaurants, who are often unable to meet the demand cost-effectively. Many establishments now look for ways to incentivize digital customers to use the pickup channel, effectively outsourcing the transportation of the food to the customers themselves. Restaurants are now offering quick and convenient curbside pickup options, allowing consumers to enjoy their off-premises meal without having to leave their car.
One of the easiest ways to integrate technology into a restaurant is to offer guests different ways to order and pay for their meal, such as mobile ordering and payment options. This service can also be made easier for restaurant staff by the provision of digital tools to help them. For example, solutions such as kitchen display screens (KDS) and mobile devices for table ordering as a waiter application. HRS offers TNG Go!, a Food & Beverage add-on that can be fully integrated with Oracle MICROS Simphony.
Designed as an Android or iOS app, and focussed on restaurant staff, TNG Go! puts check opening and orders into the hands of servers whilst they are on the floor engaging with guests. The benefit of an improved service leads to a higher check average, more positive guest reviews, and larger tips for the server.
New payment options for digital ordering
Nobody ever looked for a QR code payment code because they did not realise that this was an option, and credit card machines have been with us for decades, so their primacy was not challenged. But before the arrival of Uber, no one saw that there was an alternative to raising their hand in the street to call a taxi.
For restaurants, digital services continue to expand and include many more features. According to Restaurant Insider, since 2014 digital ordering and home delivery have increased 300% faster than table service.
Technical solutions such as online ordering and mobile payment systems have become more common and obvious. Recent studies have shown that 40% of customers prefer to order online, and they spend more when ordering that way, or through an app. This study also showed that guests return 6% more often and spend 20% more if they are allowed to use technology when they place an order. Apps and online solutions allow restaurants the opportunity to recruit new customers and increase sales through personalized offers.
When digital rewards programs become the norm, restaurants must look for ways to differentiate their offerings without increasing prices, loyalty without sacrificing profitability. An important driving force for this is the sophisticated use of consumer data to present potential clients with a more personalized message or offer. A loyal customer base plays an increasingly important role in the maintenance and growth of revenue streams.
Technology is playing an increasingly important role in the guest experience and travelers have become tech’ aware. Their homes are filled with internet-connected appliances, security systems, and cloud-based home entertainment devices, consequently, they want their hotel rooms to be just as “smart” and the technology readily available.
Hotels already know that access to technology is a key component of what guests want (and expect) from a modern hospitality experience, therefor restaurants need to travel in the same direction.
Author: Niclas Tjader
Area Manager HRS Sweden
