Quality Progress - August 2015 - (Page 10)

KEEPINGCURRE CUSTOMER SERVICE Turning the Tables T Table-side tablets offer restaurants more efficiency, customer data The next time you're dining out, don't be higher than average. At Chili's, without a 70 and 80% of customers were ordering on surprised to find a computer tablet sitting wait for menus, tablets increased impulse the tablets, perhaps reflecting a trend to- at the table and your server acting as its orders 20%, especially when photos of ward customers flexing their independence instruction manual. appetizers were displayed. Dessert orders at some retailers: A 2013 global survey at Pizzeria Uno increased 30%, most likely conducted by Cisco found 52% of consum- bills and provide feedback through table- because of the visual display. It's also pos- ers prefer self-checkout at retailers, and side tablets is a quickly evolving trend in sible customers don't feel they are being 61% are willing to shop in a completely large chain restaurants. Restaurants such judged by a server for ordering dessert automated store.8 Today, 80% of millenni- as Chili's, Applebee's, Olive Garden and after eating a large meal. als expect improved technology like this at 5 Letting customers order food, pay their 6 Pizzeria Uno are adding this technology to restaurants.9 improve efficiency and customer satisfac- "Today, they're novelties-but long tion, and better hear the voice of their term, everyone's going to deploy them, and customers. deploying them is just going to become the Applebee's rolled out 100,000 tablets standard," said Vladimir Edelman, chief de- nationwide in the last two years.1 Chili's velopment officer for tablet entertainment installed units in 823 locations, and last supplier Buzztime.10 2 April, Olive Garden announced it would add table-side tablets to 800 of its restaurants.3 Slicing and dicing data Fast-casual restaurants (no full-table The devices also are providing restaurants service offered) also are jumping on the huge volumes of customer feedback, bandwagon. Panera is upgrading 100 loca- ordering patterns and data that can be tions with tablet kiosks. Each of the restaurant chains reported used to streamline service operations. The Servers are experiencing profits, too. information is being made available almost more efficient operations and more dollars Because customers are ordering more immediately. When customers pay at their spent per order. Tablets reduced the aver- food, wait staff's tips have averaged 15% tables, a brief survey appears as soon as age time customers spent at tables by 10 more than normal, but this also could be the receipt is printed or emailed. minutes.4 Because diners can pay at their attributed to some tablets' tip calculators tables, they're avoiding the dreaded wait automatically being set to 20% when they feedback was previously hard to come by time between handing servers their credit first appear on the screen.7 for restaurants, and they've typically relied cards and having them returned with a re- "These things have helped our custom- This type of immediate consumer on printed receipts to prompt customers to ceipt. Receipts printed at tables or sent via ers expedite and control their experience complete online surveys at home, yield- email significantly reduce the time servers more, which in turn is good for our busi- ing 1% response rates.11 Chili's reported spend bouncing among tables. The faster a ness," said Wyman Roberts, chief executive 25% of its customers completed the tablet restaurant can turn its tables-move cus- of Brinker International, the business that surveys. "We can see patterns of where tomers in and out-the higher its profits. operates Chili's. consumers are having or not having a good In addition to the time factor, Panera's Customers can opt to order through table-side tablets resulted in fewer order their servers, but most choose the tablet. errors, and customer orders were $5 Some restaurants reported that between 10 QP * www.qualityprogress.com experience," Roberts said. The survey feedback also tracks a server's performance. Some Pizzeria Uno http://www.qualityprogress.com

Table of Contents for the Digital Edition of Quality Progress - August 2015

Up Front
LogOn
Expert Answers
Keeping Current
Mr. Pareto Head
Under Construction
Creative by Design
Coming Together
All the Right Moves
3.4 per Million
Quality in the First Person
Career Corner
Statistics Roundtable
Standards Outlook
QP Toolbox
QP Reviews
One Good Idea
Back to Basics

Quality Progress - August 2015

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