How to choose the right customer journey for your restaurant?
Designing the ideal customer journey is a cornerstone of success for any restaurant. Whether you offer table service, counter service, kiosks, or QR code ordering and payment (QROP), your choice should align with customer preferences, your restaurant’s concept, and operational efficiency. In the UK and Ireland, where dining trends are constantly evolving, selecting the right approach can give you a competitive edge.
Understanding Your Restaurant’s Identity
The first step in designing your customer journey is understanding your brand and target audience. Are you a high-end establishment where diners expect table service? Or do you cater to a fast-paced crowd that values quick and efficient service?
Andrew Crook, President of the National Federation of Fish Friers, says: "Understanding your customer demographic is crucial. If you’re serving younger customers, they’re more likely to appreciate the convenience of self-serve kiosks or online ordering systems. For older patrons, personalised table service might still hold the most appeal."
Evaluating Table Service
Table service remains a hallmark of traditional dining. It offers a personal touch, allowing staff to build relationships with customers and upsell items. This model works particularly well for fine dining and casual dining venues aiming to provide a relaxed experience. However, table service requires significant staffing and operational resources. With rising labour costs in the UK and Ireland, many restaurant owners are reassessing its feasibility.
The Rise of Self-Serve Kiosks
Self-serve kiosks have revolutionised the customer journey by empowering diners to customise and place orders at their own pace. This approach not only improves accuracy but also speeds up the ordering process. A study by Hospitality Insights revealed that restaurants using kiosks saw an increase in order value due to upselling opportunities. Moreover, kiosks can be seamlessly integrated with the best POS systems for restaurants, ensuring smoother operations and better reporting.
Counter Service: Efficiency Meets Interaction
Counter service strikes a balance between speed and personal interaction. Popular among quick-service restaurants and cafes, this model reduces the need for staff while maintaining a human connection. “Counter service is an excellent choice for restaurants operating in busy city centres where efficiency is key,” notes Kate Nicholls, CEO of UKHospitality.
Online Ordering for Takeaways
Facilitating online ordering has become essential in today’s restaurant landscape. For takeaway-focused establishments, investing in a robust online ordering system can streamline operations and expand your reach. With platforms like Flipdish offering fully integrated solutions, restaurant owners can manage their online presence, market place orders, and payments in one place, boosting both efficiency and customer satisfaction.
QR Code Ordering and Payment (QROP):
QROP solutions combine the best of technology and convenience, allowing customers to order and pay directly from their smartphones. This approach is particularly appealing as consumer behaviour changed during the pandemic, hence, now contactless interactions are often preferred. “QR code ordering has been a game-changer for our industry,” says Eimear McCarthy, a Dublin-based restaurant consultant. “It reduces wait times and gives diners more control over their experience.”
Combining Multiple Service Models
Many successful restaurants in the UK and Ireland are adopting hybrid approaches, combining elements of table service, kiosks, and QROP. This flexibility caters to diverse customer preferences while optimising operations.
Paul Scully, Minister for Small Business, emphasises:"The hospitality sector thrives on innovation. Businesses that adapt to changing consumer expectations are better positioned to succeed in a competitive market."
Choosing the right customer journey depends on your restaurant’s unique needs, the preferences of your target market, and your operational goals. Whether it’s a traditional table service model or a tech-driven approach like kiosks and QROP, your decision should prioritise customer satisfaction and long-term sustainability. By investing in the right tools, such as POS systems for restaurants or online ordering for takeaways, you can create a seamless customer journey that enhances the dining experience and drives your business forward.
