Sometimes the most difficult customers to please are the “hangry” ones. Full of anything but food, they enter an establishment with a craving and an attitude in need of being catered to. And within the business industry, we have learned to embrace phrases such as ‘the customer is always right’ or ‘customer is king’ but the thing is, so have our customers.
One small mistake can grow exponentially in the blink of an eye, and when a customer isn’t satisfied with their experience, using those well-known aforementioned phrases help them solidify their case regardless of the argument. This kind of situation happens across all types of eating establishments, from fine dining to fast food. Interestingly enough though, it’s not necessarily the quality of the food that determines the level of a customer’s dissatisfaction.
According to a study in the Journal of Travel & Tourism Marketing, “the environment [of a restaurant] proved to be a stronger predictor of brand image than did food quality. Elements of the environment (e.g. furnishings, atmosphere, and employees) are likely to distinguish a specific restaurant from its competitors.” To break it down, there are visual cues given throughout a customer’s restaurant experience that are sure to influence the level of satisfaction and reactions towards possibile dissatisfaction from the very moment they pull into the parking lot. It is the combination of environment and experience over actual food quality that shapes a customer’s overall perception.
With this in mind, restaurateurs are dedicating more time towards overall image. They’re incorporating technology into various business processes to enhance customer service and find efficiencies. And perhaps one of the most interesting developments within the restaurant world surrounds restaurant experience with digital signage—platforms capable of distributing news, social media feeds, photo streams, announcements, and more in-store.
Are you ready to take your restaurant to the next level? Here are 3 reasons to embrace digital signage within the restaurant experience.
From Time Wasted to Time Valued
As previously mentioned, dedication to customer experience across all facets of the business is key when seeking to garner loyalty in today’s 12-second attention span world. But with the already high costs behind running a restaurant, is digital signage worth the investment? Is restaurant experience with digital signage really strengthened by that much?
The short answer: yes. Consider for example, queue management. Depending on the business model, waiting in line is inevitable and for those battling an appetite, sometimes aggravating. With digital displays, that time spent waiting aimlessly is turned into time spent waiting with entertainment. It takes advantage of otherwise wasted eyeball time into opportunities for further influence and information.
Continuing along the entertainment vein, digital display signage also brings to life older methods of display-like menus. Information can be transformed in new and engaging ways to better drive home the value of selection. Throw in add-ons such as games, social media streams, and announcements, and the experience also becomes a 2-way channel for interaction.
The Power of Automation
Entertainment value aside, there are more obvious, practical benefits behind the value of a restaurant experience with digital signage. Consider the hassle behind menu changes when it comes to the old standards. In digital form, menus are able to be updated at the click of a button.
Some services even provide options for automation so items never become outdated. For example, if certain menu items are offered only during specific times of the day (i.e. specials, happy hours, lunch, etc.), displays can update automatically to most accurately serve the needs of curious customers. The more relevant knowledge they’re provided with right off the bat, the more likely they are to have an experience that best suits their needs and wants.
Get Social with Social Marketing Display
In addition to digital signage, more and more restaurants are adapting other forms of technology into their experience. Digital tables and ordering kiosks are becoming popular across fast food and fast casual establishments. Similar to self check-outs, they put control in the hands of the customer with a seamless experience from table to table. Interactive games are also becoming a trend throughout the industry to help minimize boredom and enhance wait time.
One of the most popular digital display features however, comes in the form of social media. Through social streams, restaurateurs are able to become more in-touch with customer feedback digitally while also further influencing customer experience in-house. A customer viewing positive post after positive post further sets them up for a positive experience themselves. Throw up a slideshow of Instagram foodie favorites (either by business account or hashtag), select Tweets and specific mentions, and/or stream Facebook posts and reviews from previous customers—there are all sorts of ways to turn feedback into advertisement.
Digital signage has, without a doubt, drastically changed the landscape of the restaurant industry over the last few years. And the benefits are clear. In addition to enhancing overall experience, digital displays help provide better customer service, automated efficiencies, and further bridge the gap between business and consumer.
As technology continues to evolve, the opportunities for further integration will as well, so don’t let your business get left behind. Embrace digital signage within the restaurant experience, and let Mevato help you explore the possibilities for digital signage in your restaurant. Contact us today and together, we’ll take your customer experience to a whole new next level.
