From Forbes August 2021 — Forbes Councils Member — Angela Diffly is co-founder of the Restaurant Technology Network.
In Brief
- What about TikTok?
- Conversion from in-house to off-premise
- QR Codes
- Drones and BOTs
- Delivery
- Labor
Excerpt:
Is TikTok on your restaurant’s marketing strategy menu? If not, consider this. Ninety-year-old brand Ocean Spray landed 15 billion media impressions on TikTok in one month with zero spend after a creator featured the drink while skateboarding to work.
According to Hootsuite’s Digital 2021 Report (registration required), TikTok hit 689 million global active users as of January 2021 (100 million monthly active users in the U.S.). The vast majority of users in the U.S. are under 30. And 72% of millennial consumers frequent eating and drinking establishments on a weekly basis. This means “Genzennials” (millennials + Gen Z) have a giant chunk of wallet to share when it comes to eating out.
Let’s look at some challenges restaurants are facing today, how technology plays a role and particularly how TikTok can be used effectively.
Challenge #1: Safety
• Hello, QR Code: Many restaurants are utilizing QR codes for menus, orders and contactless payments. Imagine before (waving down a waiter to pay your check), versus after (a tap of a smartphone and you’re out the door). You can use TikTok videos to show digital menus and payments and your new contactless services.
Check out this video of The Greens Rooftop Bar at Pier 17 in New York City, where the content creator focuses on the overall experience but flashes QR codes in storytelling. The company’s QR code system allows customers to order food and beverages, or even sunscreen or a phone charger.
• Drones And Bots: This slick El Pollo Loco video shows off its newly-announced drone delivery. There are also lots of robot delivery videos out there. Who hasn’t seen Domino’s driverless delivery powered by Nuro ad? White Castle is deploying robots in the kitchen (pretty futuristic stuff for a century-old brand!). The Miso Robotics robotic arm, known as Flippy, is being used in the kitchen fryer area, leaving drudgery to the robots and allowing staff to better serve customers.
Read complete article From Forbes August 2021
