When it comes to technology, new developments only more rapidly lead to more development. The more technologically-advanced we become, the more quickly new technologies evolve. This is true in every industry and the restaurant industry is no exception—and this is why our restaurant consultants keep regular, close tabs on what’s new in restaurant technology (see here, here, or here for just a few examples of what’s caught our eyes in the last year).
In a recent Nation’s Restaurant News (NRN) article, Noah Glass, founder and CEO of Olo, shares a personal account of how restaurant technology has grown and impacted his career. Olo uses digital advancement to help restaurants increase orders, streamline operations, and improve the guest experience. While this was always the mission of the company, the tools Olo utilizes to do this have drastically changed over the years. “Twenty years ago, my grandmother did something that would change my life — and ultimately yours as well. She sent a text message placing her coffee order to Koffee Too, a small café in New Haven, Conn., the first ‘mobile order’ through Olo (then called Mobo),” Glass begins. “It was 2005, smartphones were still years away, and the idea of ordering food through a screen seemed almost futuristic. Her text message became one of the first digital restaurant orders and it planted a seed that would grow into decades of relentless innovation in restaurant technology.”
One grandmother’s text message has transformed into over 750 restaurant brands who trust Olo to grow their digital ordering and delivery programs. Just in terms of scale, that reflects significant evolution; and Olo has adapted to technological changes to keep up and stay relevant. This is necessary for any restaurant business with a long-term vision of success; but Glass says, since Covid, it’s not just a business plan, it’s essential. “The global pandemic didn’t just accelerate digital adoption in restaurants; it made digital a matter of survival. Off-premises ordering, which had been growing steadily, suddenly became an essential revenue stream and a lifeline for restaurants worldwide.”
While these resources made it possible for restaurants to stay open in a sense, they also shifted restaurant culture, essentially training customers to rely on these new systems and conveniences. So, restaurants need to shift their digital thinking to one of permanence, not a survival mentality. Glass says this is opportunistic thinking. He can see the future before all guests come around. “Today, we’re faced with a fascinating statistic that reveals both how far we’ve come and how much opportunity still lies ahead. According to recent data from Circana, digital orders represent just 18% of total restaurant sales,” he writes. “82% of restaurant transactions still happen without the benefit of digital insights. This isn’t a failure — it’s an enormous opportunity. When I think about what’s possible when digital touches 100 percent of restaurant transactions, the potential is staggering.”
After 20 years of Olo, Glass imagines what another 20 years of more—and faster—technological advancement might mean for the restaurant industry. He urges restaurants to get on board and be out in front of whatever changes lie ahead. It isn’t a fleeting trend but the earliest stages of restaurants’ biggest future opportunities. “While the next 20 years will bring innovations we haven’t yet imagined, the core principle will remain the same and it will be centered around data: the best restaurant technology makes dining better for everyone.”
Our restaurant consultants agree. Richard Weil, owner and principal of National Restaurant Consultants, provides his additional take on Mr. Glass’s article: “Technology will continue to provide solutions for restaurants. I believe that these advances will not only provide operational efficiencies but enhance the dining experience, from fast food to fine dining. We are not just thinking about the future in terms of years ahead, but now. Embracing these technologies can provide competitive advantages for operators.”