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Digital transformation of restaurants
October 26, 2023
Over the past few years, with the increasing use of digital technologies on a daily basis and the growing connectivity of consumers, restaurants have had to adjust their approach to meet the new expectations of their customers.
"Multi-channel" behavior
Customers are increasingly adopting what is known as ‘multi-channel‘ behavior, reflecting the way in which they interact with a brand or retailer across various sales channels, both online and offline, throughout their purchasing journey.
They have the ability to use different channels to research products and make purchasing decisions, ranging from physical outlets to websites, mobile apps, social networks and telephone communications.
What’s more, with the ever-increasing daily use of digital technologies, customers are less and less inclined to be patient, and show an increased desire for faster service.
Faced with these changes in behavior, retailers and restaurants have had to adapt to respond more appropriately to customers’ new expectations, leading to the emergence of innovative concepts.
The advent of Click & Collect
Click & Collect came into being in the early 2000s.
This system allows customers to place orders online via the website or mobile app of a store, retailer or restaurant, and then collect their purchases in person from a physical point of sale. The term ‘click and collect’ reflects the process, where customers ‘click’ to place their order online and ‘collect’ their items in-store.
This gives customers the flexibility to shop online, choose the products of their choice, pay in advance, and then collect their items in-store at a time convenient to them. This has the advantage of reducing in-store queues, while offering retailers an additional opportunity to provide quality customer service and boost sales.
Online table reservations
Initial online table reservation systems appeared in the late 1990s and early 2000s, although it took some time for their adoption to become widespread.
These systems offer the possibility of :
- Quickly check availability, so users can choose the dates and times that suit them best.
- Benefit from a fast, convenient online reservation system, eliminating the need to call the restaurant to reserve a table.
- Simplify reservation management for restaurateurs, enabling them to control the number of reservations, optimize table occupancy, and reduce the risk of overbooking.
To recap, online table reservation platforms simplify the booking process for customers, while providing restaurants with an efficient tool for managing reservations and maximizing table occupancy.
Cool’n Joy supports hotels and their restaurants in their digitalization through a complete solution: Click & Collect, table reservation, QR code menu, payment and ordering online and at the table…
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