How restaurant marketers can get in on the technology revolution.
Fresh from CES, our minds are future-focused with dreams of driverless cars and robot house-helpers. While consumer goods are setting the new watermark for modernization, the restaurant industry is lagging behind. There isn’t enough discussion around how the movement in artificial intelligence can impact the future of the dining industry. Restaurant marketing innovation has typically been focused on food and ingredient advances. That thinking is suddenly too narrow as consumer behaviors and expectations are shifting for everything, including dining experiences. It’s time for restaurant marketers to make some bets on technology.
Here are some thought-starters on how restaurant marketers can get in on the technology revolution:
Robots are here. They’re smart, they are fast, and they are reliable. What about beta testing some robots for bussing tables Or how about lending an extra hand to the waiters with things like water refreshes or that extra ketchup request? The pure novelty of getting smart robots inside the restaurant is going to attract current and new diners alike. And, as is always the case with technology, the investment required for the robots is only going to get cheaper over time, ultimately leading to a competitive advantage.
Until now, VR has been mostly reserved for the entertainment industry, but why should they get to have all the fun? Do you source your ingredients from Italy? What if you could allow your guests to experience what it’s like to be in Italy and to get a small taste of how the country’s culture inspires what they are going to eat. Or, how about giving your guests the ability to experience the kitchen and see the chefs hard at work?
Close cousin to VR, and the backbone of the Pokémon Go phenomenon of 2016 and Snapchat filters, AR is here to stay and restaurant marketers should embrace this new technology. Are you a health-focused restaurant brand? What about an app that allows diners to view their food and see all of the ingredients with an AR overlay? How about the ability to play games while in the restaurant and earn points for playing, therefore increasing frequency of visits?
Restaurant marketers must get in on the technology bandwagon to stay relevant in consumers’ minds. The approach you take to integrating new innovations depends on your business strategy, but if you are not considering AI as a focus, may already be behind!
Gina Lee has 15+ years marketing the restaurant industry. She is the Chief Operating Officer/ Partner at IMM, a digital ad agency.