Kiran Komatla, Vice President–IT at Burger King India explains how technology and innovation are creating the next-generation dining experience.
How is technology helping reduce friction in the ordering process? It easier to customize meals and cut wait time with technology. Mobile ordering systems incorporate geo-fencing capabilities – an SMS alert is sent when a diner is a certain distance away prompting the kitchen to prepare the order so it’s ready when they arrive. The goal with these solutions is to help restaurants meet the expectations of tech-savvy diners. How can restaurants create the next-generation dining experience? Technologies like mobile, cloud and AI are helping improve customer experiences and operational efficiencies. Mobile-first strategies, especially, have new norms; from frictionless ordering through mobile phones, online ordering, and customized menus. Today’s tech-savvy customers have high expectations about customer experience at restaurants. Digital menus, guest interactive technologies, customizable meals, speed of service, flexible payment options, personalized engagement and well trained brand ambassadors are key factors to create this next-generation experience. How can technologies like AI takes customer service to the next level? Major QSRs and multi-chain restaurants are adopting AI solutions to personalize food ordering and equip their customer support centers to give accurate response to guests. It can help reduce costs and improve efficiencies in processing customer requests by using automated self-service solutions. Chatbots can solve customer support desk queries, can solve time and language barriers with the brand being accessible to customers 24×7. AI tools can process larger data sets and give proactive and actionable insights for quickly and efficient actions. It ensures more efficient processes and effective service. Prescriptive and predictive analysis detects patterns and provides precious insights into customer behavior and service processes. This will help in speed of service, service quality and enhances customer loyalty. According to Gartner, by 2020 more than 80% customer interactions will be done by AI enabled tools like digital channels such as social media, chatbots and online self-ordering kiosks, self-service tools. What is the digital strategy recipe for the food industry? Restaurants need to invest in digital platforms, in-store technologies for digital experience at restaurants, and empower employees to serve as brand ambassadors. Those brands that understand their customers, capitalize on digital/technology investments and analytics, and engage customers in a personalized way will drive increased frequency, check size, customer conversion, upselling and built loyalty.