The Influence of Table Top Technology in Full-Service Restaurants
October 20, 2016 2:04pm
By Alex M. Susskind, Cornell University School of Hotel Administration and Benjamin Curry, Ela Carte, Inc.
The use of tabletop technology continues to grow in the restaurant industry, and this study identifies the strengths and weakness of the technology, how it influences customers, and how it can improve the bottom line for managers and business owners. Results from two studies involving a full-service casual dining chain show that dining time was significantly reduced among patrons who used the tabletop hardware to order or pay for their meals, as was the time required for servers to meet the needs of customers. Also, those who used the devices to order a meal tended to spend more than those who did not. Patrons across the industry have embraced guest-facing technology, such as online reservation systems, mobile apps, payment apps, and tablet-based systems, and may in fact look for such technology when deciding where to dine. Guests' reactions have been overwhelmingly positive, with 70 to 80 percent of consumers citing the benefits of guest-facing technology and applications. The introduction of tabletop technology in the full-service segment has been slower than in quick-service restaurants (QSRs), and guests cite online reservation systems, online ordering, and tableside payment as preferred technologies. Restaurant operators have also cited benefits of guest-facing technology, for example, the use of electronic ordering, which led to increased sales as such systems can induce the purchase of more expensive menu items and side dishes while allowing managers to store order and payment information for future transactions. Researchers have also noted the cost of the technology and potential problems with integration into other systems as two main factors blocking adoption.
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Alex M. Susskind is an associate professor at the School of Hotel Administration and a member of the Graduate Field of Communication at Cornell University. He earned his PhD in communication from Michigan State University with cognates in organizational communication and organizational behavior where he also earned his MBA with a concentration in personnel and human relations. Susskind's research is based primarily in organizational communication and organizational behavior. He is currently researching: (a) the influence of customer-service provider interaction as it relates to organizational effectiveness and efficiency from the perspective of guests, employees and managers; and (b) the influence of communication relationships upon individuals’ work-related attitudes and perceptions surrounding organizational events and processes such as teamwork and downsizing.
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