How Ordering in Restaurants Has Changed During COVID: In Data We Trust
By: Hospitality Analytics
Tags: Restaurants, Hospitality, Pubs, Hospitalityanalytics

A year ago no one would have predicted that the word ‘unprecedented’ would be the most used of 2020, littering broadcasts, newspapers and even leaking into casual conversation. This can be excused, however, when considering the train wreck that has been this year. Whilst the death of anticipated summer holidays and festivals were mourned, arguably what has more tangibly changed our lives has been the small, menial pleasures of everyday that have surrendered to COVID; Cineworld has announced the closure of UK venues, a night out is capped at 10pm and restaurants are now virtually unrecognisable.

The closure of restaurants took a toll on everyone. Furious home baking ensued whilst restaurants struggled under and in some cases fell victim to economic pressure. When time allowed, restaurants reopened, gasping for air and left to navigate a new playing field where 2m distancing and mandatory mask wearing were the new rules. Adaptation was necessary, and this took on the form of apps, websites, and QR codes.

The appeal of such was limiting social contact, removing physical menus which doubled as COVID infection vectors and relaxing the economic load by reducing staffing requirements as much of the ordering and payment processes could be automated. This didn’t replicate a pre-COVID dining experience but was effective in reviving businesses and customers were pleased to be allowed out again.

However, considering 2020’s miserable forecast it is unlikely that restaurants will go back to ‘normal’ anytime soon and with the persistent flurry of new ordering etiquette, when is it right to think about a viable longer term plan?

Despite the multitude of apps and websites in use, the diversity is disappointing. Companies offer an app or website imitating a menu through which customers can order and pay, essentially they sell the order online service literally and there must be cooler COVID merch than that. It seems that restaurants now are only catering for COVID guidelines rather than embracing a new generation of dining and harnessing the full potential of a virtual interface.

Online should not be synonymous with stagnant. Restaurants should be looking for POS integrated solutions and an innovative, dynamic, data driven menu. POS integration is necessary for frictionless ordering whilst access to dining data is crucial for maximising customer spend and reducing costs; these are goals common across all restaurants and pubs and not exclusive to the current COVID climate. Apps and online ordering have been sufficient for the transition period but data is what will propel business.

Hospitality analytics offers an innovative, dynamic, data driven menu which is sensitive to customers by understanding order combinations and customer propensities in different contexts. This allows the menu to react with relevant customer personalised promotions and campaigns which increase spending and enhance customer relationships. The strength of the system increases exponentially as the more data collected the more accurately and appropriately the menu will react.

Existing automated order and pay reduces labour costs, but insight into customer habits can forecast demand for dishes. Heightened control over food wastage and restaurant cost can thus be achieved through a founded awareness allowing for smarter purchasing and real-time promotions for dishes that contain ingredients requiring clearing.

Life in times of Corona has proved liveable and more long term than first anticipated and how long do we wait for restaurant services to reflect this? Branding services as merely COVID safe is so 6 months ago and putting progress on hold is not only deflating but a short sighted business model. The restaurant landscape has changed but not necessarily for the worse; it is possible to achieve a safe, functioning and even thriving dining experience with the cards COVID has dealt. And the best part is, we sit back and let data do the work.