Restaurants don’t just serve food — they are an essential part of life
Having spent over two decades in the hospitality industry, I have seen many trends come and go; however, there is one incontrovertible fact, technology will always shape how we operate and force us to ask this question. Will servers become just ‘delivery people’ within a restaurant?
I was fourteen when I first worked at my local Workingmen’s Club, and for the princely sum of five pounds, I collected, washed, and restocked the beer glasses on Saturday evenings. I was instantly hooked, not only because the money I was paid bought an awful lot of sweets, but because of the buzz, chatter and interaction with the customers and the feeling that I had contributed to making their Saturday night a great one. As a result, I’ve been employed in or involved with the hospitality industry ever since.
So, what has prompted this trip down memory lane? As a restaurant customer, I fear the rise of customer self-ordering has led to the decline of traditional service and risks losing what I believe is a critical aspect of the ‘dining out’ experience. So, can ordering ‘apps’ ever replace a good server?
I no longer eat at one chain in the UK because all ordering is now via their App. This switch in service style has led to a massive dip in standards. Something as simple as getting extra napkins has become an almost impossible ordeal. Overnight, staff changed from friendly servers to high-speed distributors, out of sight, darting about with plates of food, dropping them at tables, and then straight back into the kitchen to collect more; personal service, staff knowledge and customer care; all gone at the tap of an App.
Most people I know who work in hospitality do it because they have a passion for it, and interaction with guests is a big part of that, and for many, this new trend will severely impact their earnings in the form of tips. From a customer’s point of view, if all the server is doing is bringing me my food, do I need to give them a tip?
If customer self-ordering results in a decline in personal interaction and, consequently, tipping, the best servers will go where they can still make tips, further deteriorating service standards. New staff members must learn the art of guest interaction. Otherwise, they will spend little or no time with their customers.
I love what technology can do and understand its importance to the hospitality industry; I have made my career out of it. And I’m not recommending a return to the full complement of servers armed with a pen and paper and a bank of fixed POS. But how do we keep ‘eating out’ as an option without it being the same as ‘ordering in’ at home?
We must find a way to mix traditional table service with customer self-ordering. How can we use technology to improve the speed of service and keep overheads down whilst still giving customers the feeling of being well looked after? Is it possible to devise a system where both options are possible, and the customer decides how they want to be served at the start of their meal?
A system that is both customer and server-orientated that communicates in real-time. Separate user interfaces but with one dedicated to back-office operations for configuration and reports? A system where at the end of the meal, having provided a whole table service experience, the server can generate a QR code for the customer to pick up and settle the bill via their smartphone. A system with multiple service styles under one roof where different restaurants or concepts in the enterprise can select which one works best for them. A system that retains the human link between a server and customer so dining out still feels special. If all I am doing is placing a delivery order but sitting in a restaurant, I may put my order from home and continue watching TV.
We seem to be at a crossroads between ‘going out’ or ‘staying in’ for restaurant food, and service will be a critical factor in how it plays out.
Would that fourteen-year-old me have been so enthralled with hospitality work if customer interaction hadn’t been such a big part of the job? Where is the perfect spot to marry the traditional with the new?
Today at HRS Hospitality & Retail Systems, I can respond to every tech trend as it appears; that is why every update of TNG GO! is so exciting. We make sure we cover everything necessary, not only for guests and managers but also for staff. This includes the reduction of running distances, ordering via QR code, the easy placement of tips, and so much more.
Author: Dean Davies
Director F&B Solutions
