In a previous Food Alert article, I referenced the fact that the out-of-home market was embracing mobile technology, reflecting a change in consumer behaviour. This doesn’t seem to be the case for all…A New York restauranteur has recently argued that the prevalence of smart phone ownership is having a negative effect on his business, more specifically with regard to the speed of service.
“NYC Restaurant uses surveillance footage to prove we need to put down our phones” describes how although the restaurant in question has cut back on menu items and employed more staff over the past 10 years, the speed of customer service had actually slowed down. Through CCTV, they identified that the principal cause was the fact that customers were more intent on accessing WIFI and surfing the internet than they were on focusing on the menu and ordering their food. When they did order their food, they were then further distracted by taking photos of the dishes and posting them online – all resulting in an average “transaction” time from start to finish of 1 hour and 55 minutes in 2014, compared to 1 hour and 5 minutes in 2004.
There has also been a debate amongst Irish restauranteurs and hoteliers regarding the merits of banning mobile phones or creating “mobile free zones” within their restaurants. A complete ban on mobile phones in dining areas is not likely to be backed by the Restaurant Association of Ireland, suggesting instead that customers use basic manners and discretion when considering other diners.
The majority of today’s consumers are unlikely to agree to part with their smart phones for any prolonged period of time, however it is worth noting that constant online connectivity results in a distracted end customer who may find it difficult to focus on your message….
For more information contact maureen.gahan@bordbia.ie
