Blog
Thinking about self-order kiosks? What restaurants need to consider to succeed
Since the self-order movement is still in its early stages, most restaurants have not yet invested in the technology. But those brands that may feel they are "behind the curve" actually have the benefit of learning from those that have led the way.
March 27, 2019 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times
Limited-service restaurants are doing more to familiarize consumers with order and pay technology than any venue today, with several national chains leading the charge.
"People don't fly every day, people don't check into a hotel every day or go to the Social Security Administration or IRS office every day," observed long-time kiosk industry consultant Ben Wheeler. "But everyone eats!"
Since the self-order movement is still in its early stages, most restaurants have not yet invested in the technology. But those brands that feel they are "behind the curve" actually have the benefit of learning from those that have led the way.
"Whether it's a small chain restaurant with only a few locations or a national QSR brand with thousands of storefronts, the main objectives apply across the board," said David Anzia, vice president of sales at Frank Mayer and Associates Inc. "Businesses are looking to self-service kiosks to increase revenue, streamline labor duties and offer enhanced customer service in the form of shorter wait times and order accuracy."
Momentum builds
 |
While some of the national restaurant chains have already embarked on extensive installation plans, in the next few years, more activity is expected from restaurants of all sizes. A review of restaurant companies by number of stores provided by Chain Store Guide reveals a significant growth opportunity exists based on the number of companies generating more than $1 million in annual sales with as few as two to 10 stores.
Factors to consider
For restaurants considering investing in self-service technology, integration with restaurant POS should be a top consideration, according to Wheeler.
"The kiosk software needs to tie into POS software, and sometimes one company can have many POS iterations in the field," he said. "The restaurant needs to be proactively working toward POS integration of as many types as possible."
"Concerns regarding self-order kiosks can be unique to a multi-unit operator's precise requirements, but some of the most common reservations involve integrating kiosk software with the company's POS system and costs associated with getting up and running," said Anzia.
According to Juan Perez, CEO of ADUSA Inc., issues facing the majority of restaurant operators with regard to self-serve kiosks are:
- Initial and long-term costs.
- When they should act, or how long they can wait to deploy self-order technology in a competitive market.
- Seamless integration with existing systems, including POS, merchant services, loyalty/rewards programs and mobile ordering apps.
- The ability to present their menus and overall brand well and to enhance the guest experience.
- Anything they can do to differentiate their brand in a positive way.
Restaurant owners must realize that the self-order kiosk is not simply an extension of the POS, said Perez. Strategic issues that restaurants need to consider include accessibility, regulatory compliance and the long-term evolution, maintenance and support of self-ordering software technology as the primary form of guest engagement, he said.
ADA compliance a major issue
One of the biggest concerns, the experts said, is complying with the Americans with Disabilities Act. When it comes to ensuring an optimal user experience for all users, regardless of their abilities, there is no shortage of accessibility considerations.
"If a kiosk's accessibility only accounts for wheelchair access and ignores the blind, the deaf and anyone with a cognitive or learning disability, the kiosk restaurant owner will be the target of a lawsuit," Wheeler said.
Frank Mayer and Associates' Approach kiosk, which offers functionality for limited-service restaurants as well as other markets, features the Storm interface Nav-Bar and Audio Module, along with ADUSA's software enhancements.
"In order to not exclude people who are visually impaired, people in wheelchairs and people who have difficulty using a touchscreen, we have incorporated assistive technology in our Approach kiosks," said Randy Amundson, technology manager for Frank Mayer and Associates.
"The Nav-Bar is a highly tactile interface that improves accessibility, making audio navigation and selection of screen-based menus possible," Amundson said. "An audio description of available menu options is transmitted to the user through a headset, handset or cochlea implant. When the desired menu page or menu option is located, it can be selected by the press of a distinctive tactile button. Internal color-coded illumination makes location of individual keys much easier for those with partial vision."
In addition, the keytop's distinctive shape and tactile symbols provide the primary means of identifying a key's specific function.
"We have located the Nav-Bar below ADA's maximum reach height of 48 inches, and can be used to navigate the screen by individuals who have restricted reach or trouble using a touchscreen," Amundson said.
Steps to follow
Perez offers the following steps for a restaurant operator considering investing in self-serve kiosks:
- Review budgetary and financial aspects. What does the technology — both hardware and software — cost? What is the ROI and what price-point is realistic?
- Take time to watch guests using self-order kiosks in other restaurants and consider surveying your own customer base to get their feedback.
- Conduct research to validate the benefits the technology brings, and build a business case.
- Contact suppliers. Start by contacting best-in-class software vendors because the software is where most of the complexities, nuances and questions exist.
- Think strategically for five to 10 years and beyond.
This Story Sponsored by ... | ||
|
About Elliot Maras
Elliot Maras is the editor of Kiosk Marketplace and Vending Times. He brings three decades covering unattended retail and commercial foodservice.
Included In This Story
Frank Mayer and Associates
Kiosk Design | Manufacturer
Frank Mayer Kiosks and Displays specializes in large-scale rollouts of custom digital kiosks for enterprise and growth-oriented brands. With a relentless focus on premium design, customization, and end-to-end service, we manufacture self-service customer engagement solutions that expand market reach, boost sales, and enhance brand equity.
Related Media
Subscribe
Get the latest news and resources from Kiosk Marketplace.
