If you want a textbook example of how technology can change an entire industry, look no further than the use of self-service kiosks in QSRs (quick-service restaurants). For years, QSRs sought ways to improve their operations, increase sales, and improve customer experience. For all their efforts, any improvements were incremental rather than transformational. That all changed when restaurants began installing self-service kiosks in store. After a couple years of trial and error across multiple chains, it’s now recognized that these solutions can have a dramatic impact on many areas of a restaurant. The following are just a few examples:
- Line busting
Guests expect prompt service and near-immediate delivery of their food at QSRs. Walking into a restaurant and seeing a long line is enough to send many customers back out the door. Even if guests don’t leave, waiting in line for what was supposed to be quick service generates a poor customer experience. With the introduction of self-service kiosks, long lines at traditional counters can be greatly reduced, if not eliminated.
- Reallocating staff
For every traditional register replaced by a self-service kiosk, an employee is freed up to focus on more important tasks. In some cases, it might make sense to have employees spend their time helping the guests and generating a positive experience. It’s also possible to allocate more staff for the kitchen to help get meals to guests faster.
- Give customers options for ordering
Having self-service kiosks alongside traditional registers gives guests a choice, which is what most consumers want today and consider when evaluating their satisfaction and experience. Additionally, ordering through kiosks often give customers the ability to easily customize their orders beyond what they traditionally thought possible when ordering the traditional way.
- Increased sales
It’s been proven that the average ticket value from self-service kiosk orders are higher (at least 10%) than that of traditional ordering experiences because guests have more freedom to browse the menu and order items they might not order under usual circumstances. Because self-service kiosks can be configured for order speed or upselling, restaurants gain some control over how much they want to increase their average check size. Not many technologies can claim to do as much.
- Improved customer experience
QSRs are all competing with one another for business, and good food and reasonable prices will only go so far if the experience is lacking. Self-service kiosks are a simple concept, but they can have a significant impact on customer experience for many reasons outlined above.
If you’d like more information on how self-service kiosks can help transform your QSR clients, contact Tom Jones, Ingram Micro’s Pro AV expert.