Fast-casual dining is rapidly evolving in the era of digital transformation. The restaurant industry is wholeheartedly enhancing technology to meet the changing demands of consumers. And that is through innovations such as Shake Shack’s kiosks and the widespread adoption of mobile apps.
Shake Shack’s kiosk strategy
Shake Shack’s kiosk strategy is more than a business venture. It’s a clear declaration of their ambitions as they enlarge into fresh markets. With a significant percentage of its domestic units still relatively young, these kiosks aren’t just about transactions—they’re a touchpoint for brand awareness. These initiatives help the brand highlight its premium offerings in a market soaked with fast-food choices. But it’s not enough for these kiosks to simply exist. As the digital firm Tillster suggests, consumers crave an intuitive and immersive experience—one that parallels or even surpasses human interactions. Using features like QR code scanning for loyalty points, past orders retrieval, and personal recommendations can be game-changers.
However, dining experience are not just reinvented by kiosk. Mobile devices are essentially handheld kiosks, facilitating an array of services like dine-in, delivery, or carryout. Interestingly, data from Tillster indicates that a majority of consumers prefer ordering from restaurant-specific apps and websites as opposed to third-party platforms. This shift offers restaurants the potential to keep a huge share of their profits and foster direct connections with their patrons.
Yet, despite their rising popularity, digital ordering platforms aren’t immune to challenges. High abandonment rates are a usual concern for both delivery and pickup orders, often stemming from unanticipated costs or extended wait times. To tackle this challenge, restaurants must embrace a flexible and transparent approach, providing customers with transparent pricing and the option to seamlessly switch between pickup methods.
Personalization and Fostering Loyalty
At the core of this digital revolution in the fast-casual sector lies a focus on personalization and fostering loyalty. Today’s diners, whether through email, mobile apps, texts, or websites, expect a personalized dining experience. From wanting restaurants to remember their name and preferred order to expecting special offers aligned with their past orders, the demand for personalization is clear.
There’s somehow a gap between expectation and reality. A significant number of diners seldom receive personalized recommendations or promotions. This highlights the significance of seamless tech integration. Because without it, restaurants may face struggle to collect crucial guest data for personalized experiences.
As brands like Shake Shack push the boundaries with their kiosk-led approach and mobile devices become the new ordering counters, restaurants need to stay ahead of the curve. In this era, personalization is not just preferred—it’s demanded. And those who can seamlessly merge technology with the personal touch are set to thrive in this evolving market.