Did you know that QR codes were invented almost 30 years ago by a Japanese engineer named Hara Masahiro?
It’s true.
At the time, he was working for a Toyota subsidiary called Denso Wave, and those QR codes were originally used to track car parts as they came down the assembly line. They helped Toyota cut costs and build greater efficiency – which, of course, is something they’ve always been known for.
But the real question is, why did it take so long for QR codes to go mainstream?
The Pandemic Effect
When the global COVID-19 pandemic hit, our lives were forever changed. Certainly, hospitality was forced to reinvent itself. Indoor dining shut down, and so we pivoted to takeout and delivery. Months later, when restrictions eased, we were allowed to let guests back into our restaurants – which was a relief, except we couldn’t find enough staff (some things never change).
The solution for many restaurants and bars was to place QR codes on the tables so that guests could preview the menu and, in many cases, order right there on their phones. And it was a boon for operators. To some, the question became: Do we need waiters at all?
Last March, I shared my views on the subject at Bar & Restaurant. However, honestly, the real answer about using QR codes is complicated. In fact, as you look at the trends across the country, you’ll find QR codes to be a fairly polarizing issue. Restaurateurs have either embraced QR codes or shunned them entirely. And, you know what? I don’t think either stance is very productive.
The Difference Between Right and Wrong
Over the past year or so, I’ve basically had the same two experiences over and over and over again at restaurants when it comes to QR codes.
At Restaurant A, I find myself dining in an establishment that simply refuses to incorporate technological solutions like QR codes. Meanwhile, at Restaurant B, I’m seated by a host who shoves a table tent in my face and explains I’ll be responsible for all of my own ordering for the next hour and a half. Yet… neither of these experiences are very satisfying.
At Restaurant A – since they’re almost always understaffed – I find myself waiting too long for service and often struggling to flag down my waiter just to order another glass of wine. If only they’ve given me something like a QR code so I could place the order myself.
Restaurant B, though, suffers from the opposite problem. Armed with the QR code, I seemingly have all the tools I need to take matters into my own hands. Literally! And yet, if I’m unfamiliar with the restaurant or the cuisine, I find myself longing for some guidance. Where oh where, have all the waiters gone?
A New Role
If you read the article I wrote about the death of waiters, you’ll know that I think the institution is long overdue for an overhaul. Waiters were necessary 250 years ago, but now with the technology we have in our pockets, there’s a need to reinvent the position.
The fact is, over the last 70 years the two biggest complaints from diners is that No. 1, their food took too long, and No. 2, they couldn’t find their waiter.
If we could simply find a way to merge Restaurant A and Restaurant B, we would revolutionize hospitality. And no, I’m not being hyperbolic. Perhaps we don’t need waiters anymore; but, could they evolve into ambassadors?
By incorporating QR codes, we could cut our staff from eight waiters to four ambassadors. Since we save them from the tedious task of copying down orders and typing them into the computers, they’ll be free to focus on things that really matter. Like what, you ask? Like greeting tables, guiding the experience, answering questions and upselling the menu. All we’d be asking the guest to do is order themselves when they’re ready. Everything else they’ve come to appreciate about the dining experience is still there.
This, I believe, is the future of restaurants and the sooner we embrace this, the better off we’re going to be. Already I’m working with about half a dozen companies around the country to help them roll out this kind of service style, and what we’re finding is better guest experiences, better employee performance, better retention and loyalty and, yes, higher revenues.
The questions is… what will it take to get more restaurants to embrace this technology and apply it properly?
Chip Klose is based in N.Y.C., where he runs the marketing agency Chip Klose Creative, working with chefs and restaurant owners to help them grow their brand presence and increase revenues. Klose is also the host of a marketing podcast, Restaurant Strategy, where he talks about many of the strategies and tactics he uses day-to-day in marketing restaurants. To learn more, visit ChipKlose.com.
Plan to Attend or Participate in
Bar & Restaurant Expo, March 27-29, 2023
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo, March 27-29, 2023 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at Bar & Restaurant Expo, contact:
Veronica Gonnello
(for companies A to G)
e: [email protected]
p: 212-895-8244
Tim Schultz
(for companies H to Q)
e: [email protected]
p: (917) 258-8589
Fadi Alsayegh
(for companies R to Z)
e: [email protected]
p: 917-258-5174
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