Mobile ordering restaurant pub bar digital menu Ordamo coronavirus technologyJuly 14, 2020
Customer-facing technology in restaurants such as digital menus and order at table apps are not a new thing. In the casual dining arena especially over the past five years or so businesses have trialled various types of technology designed to give customers greater control of the dining experience, such as bespoke menus, and reduce the time it takes to get and pay the bill. And yet, despite these numerous trials, the number of restaurants that have fully embraced such technology and rolled it out across their estates is still relatively low.
All this could be about to change, however. As the restaurant industry in England begins to reawaken from its enforced lockdown, the trading environment in which it finds itself is very different from a pre-Coronavirus world. Where close interaction between restaurant staff and customers was once considered a must in the spirit of hospitality, in a post lockdown world customers are now looking to take steps to reduce contact with people in restaurants, and businesses themselves are doing the same in line with the Government’s guidelines.
Step forward contact-free order and payment solutions that allow customers to order and pay for food using nothing more than their own mobile phones.
The power of mobile ordering
Where customers might have been reluctant to use their phones in the past – either because they wanted the restaurant experience to provide some phone-free respite or were averse to adding another app to their phone – in a post lockdown world being able to use a device that only they have had contact with is very much on their wish list.
Data from digital order and pay platform Ordamo, for example, shows that safety has now become a key driver for using technology in restaurants. In recent research of 1,000 restaurant goers conducted by MCA for the company, it was found that 73% of respondents felt an electronic menu a safer and cleaner alternative to sharing physical menus and that 67% felt it was much safer ordering food from their own mobile device than interacting with restaurant staff.
Using Ordamo’s system, diners can order drinks and dishes from a restaurant’s menu using their mobile phones and also pay at the table using their own device, minimising interaction with staff while still getting the full restaurant experience.
“I believe Covid-19 has been a real catalyst for change,” says Ordamo chief revenue officer Rupert Gutteridge. “For the first time we are seeing a movement of technology away from the operators behind the bars and the waiting staff and putting it into the hands of the consumer.
“A lot of consumer confidence has been affected by the Covid situation so getting people to come back into restaurants is going to be a big challenge. By providing this technology we’re able to enhance the levels of confidence consumers have.
“It will give the consumer a lot more control over their experience in a restaurant.”
Moreover, users of the Ordamo system are not…