The mobile phone promises to allow restaurants to do exactly that. Furthermore, itcan help create a more enjoyable and efficient customer experience by allowingcustomers to text their orders in ahead of time, easily transfer their personalordering history from one location to another, and receive discounts on theirsmartphones at the point of purchase
just to name a few developments.Besides increasingly using it to get customers through their doors, restaurants in2011 will begin to broadly integrate mobile technology into their in-storeoperations, says Peter Wolf, CMO at ParTech, which provides technologysolutions to the hospitality industry. From running entire POS systems on a mobiletablet to equipping servers with mobile ordering devices, Wolf says the restaurantindustry will continue to find new ways to leverage mobile technology in the yearahead.On the consumer side, he says mobile applications
ones that allow customers tobypass servers and cashiers and pay their bills directly, for example
willincreasingly define the experience of dining out.
―This is an area that in 2011 is just going to continue to explode and grow,‖ Wolf
says.Cliff Courtney, who founded the Red Light Project, a department at ZimmermanAdvertising that studies consumer behavior in the restaurant industry, sees mobilephones as a way for quick serves to make inroads with teenagers. While brands
have strong loyalty among children, there is a ―precipitous drop‖ in loyalt
young consumers ―as they pass out of being McDonald’s kids and become fickleteenagers,‖ Courtney says.
But with today’s teens sleeping with their cell phones, quick serves have a moreeffective line of communication than they’ve ever had before.
―There is one constant for teens and that is the cell phone,‖ Courtney says. ―Iexpect serious leaps in restaurants’ using mobile applications to try engage teens.‖
2. Leveraging Social Media