Restaurant’s Digital Embrace Enhances Experiences

Digital channels were already gaining traction before the
pandemic for the dining industry. COVID-19 forced many
restaurants to adopt and retool technology to meet new consumer
demands, ensure safety, and drive revenue. Hope Neiman, CMO at
Tillster, which helps restaurants with digital technology, shared
thoughts on the evolving dining consumer.


“The pivot this year has been new customers adopting digital, but
also more in the second stage tools, which is how do they make
sure they’re getting the most out of their tools,” Neiman said.


While many companies had digital platforms for ordering and
delivery, an expansion of tools occurred in 2020. “Technology to
expand curbside or bring to table and using kiosks for ordering
were all part of maximizing what’s possible for restaurants,”
Neiman commented.


Restaurants have often been slow to change, but now it’s
essential to deliver multi-channel experiences. Technology
supports the consumer journey in many ways. “Consumers made the
big aha with digital channels and expect the same experiences
from their favorite restaurant brands,” Neiman added.


Along with platforms, kiosks, and applications, data is also
driving the dining experience. “Restaurants now have the
opportunity to see the customer journey,” Neiman noted.


Data enables marketing to collective segments to personalize,
growing each piece to its maximum. It gives clues to the customer
relationship, not just numbers. It also doesn’t take away from
the guest experience; it addresses it.


“Data helps you create easy opportunities for the customer to
come back, like programs that you can make a purchase this month
and get a coupon for one next month. It’s also in practice for
in-restaurant activities, like virtual menus, ordering by phone,
calling the server over, and paying,” Neiman explained.


Data and technology work together to help the industry
personalize messaging and illustrate the customer’s value, which
what hospitality is all about.