It’s fascinating to see how “business as usual” is evolving in the fast-food world to keep up with the emerging generation. A presence on Facebook and Twitter is so yesterday. Today it’s all about useful apps. The app of the second is mobile payment.
Starbucks, a veteran of this kind of thing, says 14% of its purchases comes from mobile phone payments, according to a March 22 article on BostonHerald.com. As we speak, Wendy’s and Burger King are rolling out smartphone apps that allow customers to provide the cashier with a number unique to their app personal payment account. McDonald’s is in test-phase with plans to eventually spring it on its units, as is Chipotle.
This, I’m sure, is the first step for these locales leading to mobile ordering, something common among pizza restaurants and long in use by Chipotle. Starbucks is testing an order-ahead smartphone service, and Taco Bell is about to roll out its mobile-ordering program, as is Smashburger.
There’s little doubt that the younger generation will use these apps. But if proof is necessary, a National Restaurant Association survey indicates that 74% of those ages 18-34 would order takeout/delivery on a mobile device if the app was available.
Not to throw cold water on the concept, I wonder how many of those glowing cell phones I see in the lanes next to me will be texting their orders on their way to the drive-thru.
These apps are great for take-out concepts, but there’s technology excitement enough at sit-down restaurants. We all know that Applebee’s and Chili’s splurged to offer tabletop tablets, allowing guests to place orders and play games. I, not being prone to take advantage of this, asked my Applebee’s server recently how much table ordering goes on and if there are any problems with the concept. The only problem is one I could have guessed if I had only thought for half a second. Before Mom has barely had a chance to set her purse down, little Johnny grabs the tablet and orders numerous delicious appetizers. My server seemed not to think that was so bad, though. She said servers have gotten used to keeping an eye on families with young kids and don’t assume the immediate order is legit. They come and ask about it.
Pizza Hut is considering jumping on board with tabletop tablets and is now in test-phase with the concept. Darden’s Olive Garden will begin testing tabletop tablets later this year. This summer Darden’s LongHorn brand will test another tablet iteration by equipping servers with tablets to take orders and to swipe credit cards at the table.
I have to hand it to restaurants that jump into these things, knowing there will be problems. “We're going to have to put some things out there that we know are not 100 percent perfect. But if you wait in this space until everything is 100 percent figured out, then you're going to miss the whole opportunity,” said McDonald’s Chief Financial Officer Pete Bensen in the BostonHerald.com article.
Tell me what you think.
Jody
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