Although self-serve kiosk systems have been around since the early 1990s, they only recently became prevalent in the restaurant industry. Both McDonald’s and Wendy’s have now been experimenting with this technology. This trend is a response to the significantly lower cost of a kiosk system and an increasing need to improve the customer experience through convenience and customization.
Self-serve kiosk systems provide customers with shorter wait times and accurate customization of their orders, creating an enhanced dining experience. In an era of fierce competition, any effort to distinguish yourself from the competition and increase market share is worth investing in. Here are the many ways a self-service kiosk can increase restaurant sales.
Less Ordering Time
The traditional order-taking process can cause delays in total service time, as customers have a hard time finding what they want on the menu. With a self-service kiosk, the messaging is offered in manageable, bite-sized snippets that help consumers move through the menu and come to a decision.
Increased Order Accuracy
Wait staff is usually trained to repeat their customer’s order back to them; however, mistakes can still be made. This is even more likely when people give special instructions to customize their orders. A visual presentation of their order not only puts the responsibility on the customer but also makes it clear what they have ordered, resulting in increased accuracy.
Revise Menu Prices Instantly
Printed menus are static and hard to change at a moment’s notice. Sure, you can always try to cover up the previous prices with a marker or sticker, but this type of presentation isn’t very pleasing to consumers. However, with a kiosk, you can program price changes that show up right away, without any reference to their previous price. Real-time adjustments also let you offer special promotions and discounts instantly.
Training staff to successfully upsell can be challenging. Kiosks enable restauranteurs to program multiple upsell messages based on data gathered about customer’s purchase behavior. For example, if a common addition to a cheeseburger is bacon, a kiosk can offer messaging that gives customers the chance to add bacon to their burger for an upcharge.
Lead Customer to More Profitable Items
A printed menu has space limitations that a kiosk ordering system does not. This gives a self-serve kiosk more room to offer customers more profitable items with compelling descriptions and enticing imagery.
Even more important is the data a self-serve kiosk can give you about customer behavior. Customers usually order certain menu items instead of others based mainly on its location on the screen.
A customer may order a cheeseburger because it is prominently displayed. And while suggesting bacon may be intuitive, your customer data may indicate that there is a likelihood of persuading the consumer to add a milkshake to their order. By managing the flow of information to the customer, the chances of incenting them to purchase the higher-priced milkshake increases.
With the advent of mobile ordering and loyalty programs, a kiosk can enhance the experience for the mobile user. By leveraging loyalty data, a customer’s ordering experience can be customized, further enhancing the overall experience and increasing brand loyalty.
Brands are increasingly investing in technology such as self-service kiosks and mobile ordering, creating a more seamless customer experience. But the true value of these systems is the data they provide, giving you better insight into what your customers want and are willing to pay for.