The Influence of Table Top Technology in Full- service Restaurants

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Date
2016-10-06Author
Susskind, Alex M.
Curry, Benjamin
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The use of tabletop technology continues to grow in the restaurant industry, and this study identifies the
strengths and weakness of the technology, how it influences customers, and how it can improve the bottom
line for managers and business owners. Results from two studies involving a full-service casual dining chain
show that dining time was significantly reduced among patrons who used the tabletop hardware to order or
pay for their meals, as was the time required for servers to meet the needs of customers. Also, those who used
the devices to order a meal tended to spend more than those who did not. Patrons across the industry have
embraced guest-facing technology, such as online reservation systems, mobile apps, payment apps, and tabletbased
systems, and may in fact look for such technology when deciding where to dine. Guests’ reactions have
been overwhelmingly positive, with 70 to 80 percent of consumers citing the benefits of guest-facing
technology and applications. The introduction of tabletop technology in the full-service segment has been
slower than in quick-service restaurants (QSRs), and guests cite online reservation systems, online ordering,
and tableside payment as preferred technologies. Restaurant operators have also cited benefits of guest-facing
technology, for example, the use of electronic ordering, which led to increased sales as such systems can
induce the purchase of more expensive menu items and side dishes while allowing managers to store order
and payment information for future transactions. Researchers have also noted the cost of the technology and
potential problems with integration into other systems as two main factors blocking the adoption.