Brunch wars in Paris: how has technology shaped the restaurant industry?
May 11, 2023
Paris is known for its pastries and gastronomy, with brunch and breakfast being some of the most popular options right now, for both locals and tourists alike. But at a time of digital transformation in the restaurant industry, what is the impact for the whole sector?
Online ordering to Instagram: technology in hospitality
Whether it is online ordering (with revenues estimated to be as high as $130.2 billion and expected to grow to $223.7 billion by 2027, according to Statista), mobile apps, digital menu boards, social media or kitchen technology, the tech industry has created an all-digital model for convenience and efficiency. Indeed, various digital tools are increasingly being rolled out in the restaurant industry and employees are urged to incorporate them into their daily activities. Of course, this can be a big change, and so the way restaurants adopt technology, and bring staff and customers on board, will make all the difference for digital transformations that serve business aims.
The restaurant world has always been ruled by reputation and word of mouth, it is important to emphasise this. Now, the internet and social networks have only amplified an already existing phenomenon, making it hard for some establishments to follow the hype and remain competitive.
For a restaurant to thrive today, it must first be bankable, or ” Instagram-worthy”. This word, which has entered general vocabulary in the last ten years, now has a power that restaurant owners cannot deny. Paris is no stranger to this phenomenon. In one click, post or story, anyone can delve into the world of chefs and restaurant staff, pushing them to showcase not only their menu, but also their environment. For “social media attractiveness” restaurant staff and chefs must focus more than ever before on presentation, aesthetic and attractiveness, to meet appearance standards.
Five ways technology can support the restaurant industry
Technology has enabled restaurants to develop key aspects for growth, notably:
- Increased efficiency: it is now easier for restaurants to manage their operations and improve their productivity. For example, ordering systems can reduce wait times and help kitchen staff prepare orders more quickly.
- Improved customer experience: enhancing the customer experience by, for example, offering online ordering, mobile apps, and digital menu boards. These tools can make it easier for customers to place orders, customise their meals, and pay for their food.
- Cost reduction: reducing costs by automating tasks, such as inventory management, and minimising waste. This can help restaurants operate more efficiently and save money in the long run.
- Marketing and promotion: social media and digital marketing tools allow restaurants to promote their brand and connect with customers. These tools can help restaurants build a following and increase customer loyalty.
- Data analysis: analysing data to make better business decisions. For example, analytics tools can help restaurants understand customer preferences, track inventory, and optimise menu pricing.
Maximising traditional and new approaches
As new hospitality technologies emerge, it is important to recognise the challenges they can pose for some customers. For example, some mature diners using digital ordering and payment systems may be less familiar with technology or may have difficulty using smartphones and computers. Restaurants can balance digital ordering methods with traditional to address this, and maintain a welcoming and inclusive atmosphere that continues to champion customer service.
Alternative ordering methods, such as phone or in-person, can sit alongside digital systems that are user-friendly and easy to navigate. Hospitality thrives through social bonds, giving individuals, particularly those who may feel isolated, the interactions that restaurant staff offer. Businesses can maximise traditional and new approaches to gain the benefits of automation alongside the personal touch.
Digital transformation in the hospitality industry has brought, and will continue to bring, numerous benefits including increased convenience, improved efficiency, and reduced wait times for restaurants that adapt to its use, working with customers and staff. The future seems bright for new digital tools in the hospitality industry, as restaurants continue to strive for visibility in the market and fully booked shifts.