Surface Ripples

Missing the Menu

A friend sent me a funny video of an elderly person who went to his local pub for a pint and a pie and, instead of ordering at the bar as he was accustomed to do, was told to “scan the QR code”.

The story’s narrated as a song and proceeds to detail the problems that this gentleman had: an old Nokia “dumb phone” and no ability to log on via QR code.  In the end he gives up in disgust and goes home for dinner instead.

Why he chose to go and eat at his local pub instead of with his wife is neither here nor there, but what it does highlight is the trend amongst restaurants to ask patrons to scan a QR code rather than providing a menu.  I realise that this may well be okay for the younger “tech savvy’ generations but some of us (me included!) still prefer a “traditional” menu as it’s easier to read than it is on a “smartphone”. 

The “traditional” menu allows us to scan multiple dishes at a time and pick the combination that suits best. The downside with many menus viewed on a smart phone is that one may see only one or, at most, two choices at a time.

Result: it takes longer to order and there’s a risk that people may make a mistake or duplicate a dish due to clumsy fingers or other factors.

Some say that the QR process makes things “more efficient”. My question is: “For whom?”  For those of us who pay to go out to eat, efficiency is about serving staff who know the menu, can provide advice, repeat one’s order back and can be summoned if things are slow to come or there’s something wrong with the meal.  Generally, restaurant staff are still available, but part of the dining experience is interacting with others and this is now being taken away in the interests of “efficiency”.

One has two choices: either accept the inevitability of “technological progress” in what has been until now a social interaction or to patronise only restaurants that offer a “physical” menu, provide working experience to young people whilst teaching them customer service and other life skills.

Another option for restaurants might be to have boards on which favourite or best-selling dishes are displayed for those who don’t want to use technology.  Not only would it retain business, but it would also help shift popular dishes or even “low-moving” ones if the restaurant so wished!

Question: is going out to eat a social experience for diners and restaurant staff or is it becoming a “commodity” where diners go in, eat, and leave in the shortest possible time?

Are we, in our efforts to make our businesses or staff more “efficient”, driving our best customers away?

I deliver change in markets ranging from the most developed to “emerging” economies. With a wealth of international experience in international financial services around the world running different operations and lending businesses, I started my own Consultancy to provide solutions for improving performance, productivity and risk management.  I work with individuals, small businesses, charities, quoted companies and academic institutions across the world. An international speaker, trainer, author and fund-raiser, I can be contacted by email. 

Labels: Customer Care, Productivity, Selling, Social

posted by William Martin @ 14:14