Mobile – The Beating Heart of F&B Ordering

Dec 27, 2019

Over the past 12 months, self-service and mobile technologies have quickly become popular, taking the place of traditional point-of-sale solutions. Beyond increasing workflow flexibility for service staff, restaurants have enabled more expedient service in areas that were previously underserved. Mobile F&B ordering systems have become the beating heart of a restaurant, facilitating tableside and self-service ordering, quicker service, faster payments, and improved tips.

When upgrading to a mobile F&B ordering system, here is what restaurant operators should expect:

  1. More efficient kitchen workflows which shorten order-to-delivery times and ultimately increases average check sizes. Staff can also be repurposed, with servers focused on individualized guest engagement while runners manage food deliveries. This reallocation of resources helps increase service efficiency, creating elevated guest satisfaction levels and encouraging repeat business.
  2. Extra revenue that results from increased service efficiency. Self-service makes it easier for customers to browse menus, whether on their mobile phone or at an in-store kiosk. Browsing without the pressure of a waiting cashier or server not only helps diners feel more comfortable, but studies have shown that they are apt to add extra items that drive higher check averages.
  3. Online dining reservations. For restaurants that already have a modern, cloud-based POS system, integrating a web-based reservations widget is worth the effort. Today there are more options and greater flexibility built into direct reservations. The most modern systems offer a common API layer to speed integration efforts.

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Looking to the future, reliability and security will continue to improve. Online ordering will operate consistently, around the clock, and with quicker processing times. Equally important, consumers will have the assurance that the online ordering technologies they use to leverage the latest security protocols. We will see more real-world suggestive selling through the use of AI technologies (e.g., chatbots) that make recommendations or accommodate known customer preferences, such as vegetarian and other specialized menu items. The future of mobile, digital ordering will become more straightforward than just glancing through a website menu as we will also see more social integrations and increased engagement as a result.

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