Report
Proposal for e-Tablet Menu System
Paul Abraham
Abstract
Recent surveys have revealed that customers are not satisfied with the attentiveness of the wait staff and menu information provided on the eatery side of Someplace Else. The addition of an electronic ordering and payment system (tablet) will streamline the restaurant side of Someplace Else’s operations. The tablet would replace the printed menu and provide guests with an alternate way to pay. This format will also allow more information to be passed to the customer and provide avenues for increased sales. The tablet additionally provides an option for customers to pay at the table and decrease the apprehension of identity theft. The conversion to the tablet system will provide the wait staff more time to address guest concerns and add a more personal touch to the guest experience. Utilizing the tablet as a key item in the guest experience, opportunities exist to increase revenue and allow for reductions in cost. Customer satisfaction rates will increase due to more interaction with the wait staff and streamlined process from the beginning order through the payment.
Introduction
Recent survey results from guests at Someplace Else have revealed a high dissatisfaction rate with the food ordering process. These are the main complaints the customers have:
1) There is limited nutritional information about the menu items
2) The wait staff does not seem to be informed of menu items or changes
3) The menu is not always up to date
Customers have cited that wait staff is not sure what menu items will meet dietary restrictions such as being vegetarian, gluten-free, or even diabetic friendly. This type of information is not noted in the menu itself either. There have also been problems with the specials that have been done in the past. These specials have not been in the menu as an insert, brought up to the guests by the wait staff, or publicized in the restaurant area. To complicate the issue with the specials, the wait staff is not sure if the item is still available towards the end of the night. This brings up the problem of updating the menu. Guests frequently complain that drinks, appetizers, and desserts listed on the menu are unavailable.
One streamlined way to address all of these complaints is by implementing an electronic tablet-style menu. This tablet menu would allow guests to tap the mini description and picture of the item they are interested in and get more detailed information, including dietary facts, availability, and other information that they may find useful. The tablet menu would also be able to track orders and either take items off the menu or mark them as unavailable once certain values have been reached. This would also relieve the wait staff from having to remember specials and whether the nightly special is still available or not. The addition of the tablet menu would simplify the ordering process by giving the guest all of the information they may require at their fingertips and not have the wait staff attempting to find out these things for the guests.
Body
The review of customer questionnaires led to the discovery of dissatisfaction with the ordering process on the restaurant side of Someplace Else. When the wait staff was brought together and asked about the problems guests state they have had, one response ranked highest from the wait staff; a general lack of knowledge. The staff was not aware of what menu items would meet the requirements guests were asking about or did not know who to ask to find the information. As additional staff members were questioned about what they knew of the dietary information of the menu the primary deficiency was general knowledge about the menu. The restaurant staff does not have the information available to them to answer most dietary questions posed by the customers. The best way to remedy the information gulf is to place this information on the menu. Unfortunately, this would lead to reprinting the menu each time there is a change in nutritional information. There is a way around the reprints, however; digital menus. There have been repeated studies that show customers use electronic devices to get information about menu items while deciding what to order (Beldona, Buchanan and Miller 372). Using a tablet system to provide the menu would provide the benefits of getting the customers all of the nutritional information they need, allow for rapid updates to the menu, and not having multiple reprints of the menu.
When the possible systems were researched, two main types stood out:
a) a third party device that would provide the menu, entertainment, and payment options
b) a tablet the restaurant controlled that would provide similar content
Looking at the ways both systems functioned, the best option for Someplace Else would be the tablet solution that the restaurant controls. Owning the system would allow for a seamless integration with our customer loyalty program and the ability to offer customers perks for playing the games on the tablet while waiting for their order to arrive. The third party system had similar abilities, however, there would be additional charges for modifying the games and information the generic system provided. By branding the tablet with the Someplace Else information and not the information of an outside party, stronger connections can be made with the guests of the establishment.
Besides the types of information that could be offered and how it would integrate with the current systems, cost was another factor that was examined. The initial cost of adding electronic menus can be broken down into two categories: infrastructure and devices. The cost for the infrastructure for both systems is fairly equal. Each system needs to have Wi-Fi access points that are separate from the general public access points. These additional access points would require new cable runs, a new switch, and a new server setup. The main cost differential between systems is the device. The third party system would require a monthly rental fee for the device and the fees for modifying their system to give guest perks for playing games. Purchasing the same number of tablets, and having insurance for any damage, would result in a cost equal to the rental of the third party system after 18 months. The downside to owing the tablets is the network upkeep and initial programming of the devices and server. There are local companies that are able to handle the setup for a nominal fee. This would extend the breakeven date to 30 months. Once the system is setup, our current network maintenance company has said they can keep the system running without increasing our yearly fees.
The actual implementation of the system is rather straightforward. The electronic menu would require a separate network to keep financial information secure and keep the general public from attempting to alter the menu or hijack the games. The installation of the infrastructure would take approximately one week after all parts are in. The programming and testing of the system would then take place over one to two weeks depending on the results of each test. The system would be tested during all hours of operation to ensure that there are no drops in speed or reliability of the system. There would also be attempts made during this time to access the system illicitly. Once the system has passed these tests to 99.9% reliability it would be ready for customer use. The company that programmed the tablets would then teach select staff members how to update the menu, make changes to the games and perks, and how to bring the system online and offline each day. This training would take place over two weeks to ensure we have staff comfortable with how the system operates.
Once the system is completely online, guests will be able to access all of the information about the menu items and know if one of the daily specials is sold out without asking the wait staff. Guest will be able to see the menu item and select a “more information” button to see if the item meets gluten-free, diabetic, or other nutritional guidelines. Studies have shown that customers are more likely to make return visits to restaurants that can provide this information (Wang and Wu 406). The guest would also be able to see the calorie count and macronutrient content of the menu item. The tablet will also provide the customer with ways to order drink refills and desserts without having to get the attention of the wait staff. Additionally, guests would also have a way to pay by credit or debit card without handing their card to the wait staff. These changes would give the staff more time to follow up on guests and ensure everything is to the customer’s liking and enhancing the experience of Someplace Else. The game features and perks offered by the tablet would give customers a reason to put away their own devices and use the tablet to challenge friends or other guests to competitions to gain bigger perks, thus encouraging repeat visits and potential new customers from word-of-mouth advertising.
Conclusion
Implementation of a tablet based menu system will alleviate the concerns guests have regarding the available information about Someplace Else’s menu. Customer complaints about the ordering process, the lack of information about the menu item’s nutritional value, and how the item complies with dietary restrictions will be eliminated. As presented in the foregoing report, a tablet based menu will have the flexibility to give customers the information they are requesting and free the wait staff to provide an exemplary guest experience. The installation and upkeep for the tablet system will not produce any increase in the monthly operating expenses of Someplace Else. However, there will be an upfront cost for equipment and installation of the system. Those costs would quickly be recouped by offering discounts for future visits and same visit dividends through use of the tablet menu. The reduction in printing costs will decrease the time to absorb the capitalization costs as well. Implementation of the tablet menu system will be a win-win situation for the customer and Someplace Else. By providing this service, the restaurant will continue to be a leading customer choice for an outstanding dining experience.
Glossary
Wi-Fi Access Point: This device allows Wi-Fi access to a network that does not already have that capability. It can also be used to extend Wi-Fi coverage and remove “dead” zones.
Server: The server is a central computer that all computers/tablets on the network are connected to. The server holds data that is needed by other systems on the network and is used to control access to the network.
Network: The network is the collection of computers, routers, switches, Wi-Fi access points, and cables that are connected at a certain location. This collection of devices is most commonly referred to as a local area network (LAN).