Often, the conversations around tech and restaurants circulate around operations questions—improving efficiency, ordering, and marketing. Data collection is accepted as a helpful tool, although perhaps cold and distant from the human side of hospitality. While any improvement’s benefits will make their way into the customer experience, restaurant experts are now discussing how to harness the power of AI and tech to directly improve customers’ experiences by increasing the humanity of their experiences.
According to a panel of industry professionals quoted in a recent article from Nation’s Restaurant News, during the National Restaurant Show earlier this month, this philosophy is particularly impacting fine dining spaces, where using technology and AI can improve upon a customer’s “knowability.” “[Sarah Grueneberg, head chef and owner of Monteverde] said guests want to be known and ‘wowed,’ and having the ability to interconnect guest experiences when they’re making reservations presents “endless opportunities.”
Some of this, NRN’s article suggests, can begin before guests even walk through the doors, particularly in the reservations process. “Friction can also be removed while making reservations — asking diners, for example, if they have any dietary needs, or if they prefer sparkling or still water. This eliminates the need to have awkward conversations at the table, the panelists said, and creates a better experience that feels less transactional.”
And where transactions are necessary—the check, primarily—restaurant professionals are using technological ideas to reduce frustration and wait times. “Kelly Macpherson, chief technology officer at Union Square Hospitality Group, said, “‘We’re bringing an Uber-like experience into restaurants. We’ve all been in check jail, waiting and trying to get our checks. And for the staff, it’s stressful because they see people waving them down and they’re trying to do a million different things. From a restaurant side, waiting for your check can take up to 20 minutes, so if we can shave off some time, it can add to the topline without adding capacity in the restaurants.’”
Most restaurant owner-operators see the writing on the wall, the technology is improving faster and faster and becoming “the way of the world.” Guests expect technological advancements in their restaurant experiences because it is how they experience the world everywhere else. But for those committed to the true nature of hospitality, this panel provided hope for how AI and tech isn’t just meeting an expectation, it is also caring well for customers. “Looking forward, with AI, it’s going to enhance and empower teams, operations, make healthier businesses and happier guests. We’ll be able to know people whether it’s their first time coming in or their 500th,” said Sean Feeney, co-founder of Grovehouse Hospitality. Grovehouse Hospitality is based out of the West Village in Manhattan that features Italian cuisine. Their first restaurant was Lilia and now boasts multiple locations and a retail brand.
Richard Weil, principal and owner of National Restaurant Consultants, provides additional thoughts relating to AI and guest experiences. “The opportunities that AI can bring to hospitality is to further the meaning and opportunity to meet and exceed guest expectations and even staff members alike. While the sitcom ‘Cheers’ was the basis of ‘everybody knows your name’, this can now be a reality for all restaurants at all ends of the hospitality spectrum. Embrace this!”
Technology may change the way restaurants operate, market, and serve guests, but it does not have to distance owners, managers, and staff from the true calling of restaurant work. Working with our restaurant consultants will improve upon your restaurant’s technological integration in ways that make more of your teams and operations while also improving the customer experience.