Digitization in gastronomy: traditions rethought

Rating platforms, digital payment options, reservation systems: Digitalization is becoming more and more established in the hospitality industry. In the industry comparison of the study "Digitalization index for SMEs 2018" the hospitality industry is still slightly behind its competitors, such as financial service providers or retailers, but digital restaurants could be the future. The transformation of the sector will therefore be an important prerequisite for future success. Both for the young gastronomy scene and traditional restaurants.

Digital added value: increase efficiency and improve customer contact

There is no doubt that the next phase of digitalization is imminent. Businesses that have not yet followed the trend in recent years are upgrading. Although only a third of restaurateurs in Germany have an overall digital strategy to date, individual measures are already being implemented in all restaurants. By digitizing important processes, the focus is on both increasing efficiency and optimizing customer contact. This is essential for an industry that has a close connection to guests along the entire value chain and is under enormous competitive pressure at the same time. The best example of this is the use of online reservation systems. They not only extend the period during which table reservations can be accepted to the maximum, but also generally offer the guest a direct feedback option after the restaurant visit. The results of these mostly non-public evaluations help to optimize your own processes or offers or to provide staff with more targeted guidance.

Transparency and error analysis: optimization of internal processes

The use of digital applications for day-to-day business processes is one of the cornerstones that should become indispensable for restaurateurs. The implementation initially means additional work and may require external expertise, but customized technical solutions can mean an enormous relief for the business and, above all, the employees. Automated processes avoid errors and make work steps more transparent. In addition to digital file management, time recording and duty rosters can also be organized much more easily.

How to connect guests and restaurants digitally

It's not just in the kitchen that things have to move quickly, communication with the customer should also run smoothly. The aim is not to lose personal contact with the guest, but rather to make processes more efficient and the restaurant visit even more customer-friendly as a result. From the aforementioned reservation systems to voice assistants and digital vouchers - the market offers a number of effective tools that can be used at low cost and make processes easier for both customers and employees:

• Digital vouchers: In addition to the well-known savings vouchers, value vouchers are an interesting marketing and customer acquisition tool. The corresponding providers generate their own reach and thus ensure new customer contacts.
• Ordering services: This extension of the service has become indispensable, especially in large cities. Customers can place orders via cloud applications and have them delivered to their homes or collect them themselves. Individual solutions can be used here in the same way as the large providers familiar from radio and television - in some cases even significantly cheaper.
• Mobile payment: Guests love it when you support their habits and move with the times. Mobile payment is currently experiencing particular hype due to the enormous advertising campaigns for Apple Pay or Google Pay, which is why it makes sense to offer this payment option, especially because the effort involved is very manageable.
• Digital customer loyalty systems: Stamp and discount cards are now also available in digital form, for example as an app or for integration into your own website.
• Digital menu: Menus in digital form not only offer the guest a feedback option on a modular level, but can also be individualized through the use of filters (vegetarian/vegan dishes, intolerances, likes/dislikes, etc.) and are available to foreign-language guests in a comprehensible form with just one click.
• Chatbots and voice assistants such as Siri, Alexa and others make it easy to search for restaurants, help with menu selection or reserve a table. Many web portals operate their own apps on these platforms, so a complete entry on these portals is usually enough to attract attention.

Conclusion: The age of digitalization for traditional industries too

The transformation is progressing. The hospitality industry must place particular emphasis on the relationship with the customer. Intuitive and digital services make it easy to connect with target groups. This is where restaurateurs can start with individual measures, but they should also position themselves for the future with comprehensive concepts. The courage to change allows traditions to be rethought, promotes efficiency and ultimately brings recognizable digital added value.