“What are successful restaurants doing?” - I get asked questions like every day.
So I spend a lot of time researching, asking questions, testing out ideas and solutions at my restaurant, Handcraft Burgers & Brew as well as with all the restaurants I am helping with marketing strategies and tactics.
When I learn something that I know will help you with your restaurant, I share it!
I recently learned that a number of full-service brands who are seeing wild success right now in the face of a turbulent market are all leveraging the same solution.
It made me think, if your brand isn't doing this, what are you doing and also what are the brands who are really behind doing.
Nobody wants to be in the last bucket, most restaurants are trying to make the best of what they have and there are some leaders in the pack….so what are they doing!?!??
That’s exactly why I asked Emily Austin from Ziosk to co-author this edition of my newsletter - she had the answer.
That's Emily in the awesome Crown ...
A few full-service brands have pulled ahead of the pack.
Chili’s is breaking records.
Applebee’s is sparking a turnaround.
Outback is setting itself up for future success.
What has led to this? These brands have taken a long hard look at their operations and left no stone unturned when it comes to revamping. And their proactivity is clearly paying off.
With the restaurant industry moving faster than ever and today’s uncertain economic climate, it’s easy to get left behind.
THE OLD WAY
Take traditional checkouts, for example. They’re a sign of an outdated brand. Guests are expecting technology and convenience during their dining experience, but paper checkouts are slow, awkward, and a hassle.
In a world where guests don’t have to take out their wallets to pay, this is like something from the stone ages. Paper checkouts also create a disconnected experience.
How do you redeem loyalty with paper receipts? Will guests actually go to your website to leave feedback? By asking guests to complete three separate processes, you’re showing your age.
THE NEW WAY
Some of the industry is embracing technology, like handheld tablets or QR Codes. But with QR Codes in particular, they’re a short-sighted answer that doesn’t take into account the whole operational picture.
QR Codes are processed as Card Not Present (CNP) fees, which are higher than the Card Present (CP) transaction fees you see at a regular terminal. While this offers a convenient solution, it could negatively affect your bottom line.
Plus, only 10% of guests are using QR Codes to pay their bill. If 9 out of 10 guests are choosing to pay the paper way, is it really providing an elevated experience?
THE BETTER WAY
Which brings us to the most proactive approach available today: at the table interactive digital tablets. They put guests in the driver’s seat of their experience and unlock a new level of hospitality for restaurants.
The common solution being leveraged by Chili’s, Applebee’s and Outback? Ziosk. Ziosk brings together fragmented processes into one unified solution that offers so many benefits to help superpower your operations. It gives you the tools to proactively take the reins of your operation in multiple areas and learn where you can improve even more.
A few examples of how it's helping their success:
Adoption & Table Turns
“Tabletop payment devices have been rolled out to the Outback system for over three months, and more than 85% of customers are now using them to pay checks, (CEO Michael) Spanos said. That has improved table turns by five to seven minutes.”- Outback Steakhouse
Chargebacks
Another full-service, multi-unit premium casual brand effectively dropped chargebacks to zero by using Ziosk for pay at table.
Feedback & Loyalty
"A majority of our guests now pay using Ziosk, which has truly unlocked new opportunities for digital engagement. We’re able to capture feedback from over 50% of our guests and drive sign-ups to our marketing programs at a rate significantly higher than other channels." - Miller’s Ale House
If you're still exploring how to leverage QR codes, here are a few things to take notice of:
💰Transaction fees – QR Codes process at the higher Card Not Present (CNP) rate, a sneaky fee that can add up over time.
🏃Walk outs – Ghosted checks are a common occurrence by not being able to confirm payment before guests leave.
📉Adoption rate – Only 10% of guests choose to pay with QR Codes, which contradicts the promise of efficiency.
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If you’re interested in learning more about how Ziosk can help your brand like the examples listed above, let’s talk! Ziosk helps provide the fuel for a proactive approach that can help transform your business.
Thanks Emily!
As a fan of technology that works, I can tell you, this is worth considering. I'm not only in awe especially with what Chili’s has done but Im a fan of Ziosk. My son and I will actually choose to dine at a restaurant because they have them.
Or at least that’s what this Crocodile told me ….
Do you need help with any of this? Send me an email [email protected]
- Rev Ciancio
WHAT DOES REV DO?
*I help restaurants to build guest marketing programs.
*I help hospitality tech companies with lead generation and content marketing.
