NEW YORK—Good news for restaurant goers in 2018. Dining establishments are listening to their customers’ requests for more mobile engagement. According to Hospitality Technology's 2017 Customer Engagement Technology Study, restaurant operators are realizing they need to support mobile apps that integrate loyalty programs and payments in order to create seamless guest experiences. Next year, diners will be expecting and demanding even more personalized offers pushed to their mobile devices, along with the ability to order and re-order items, manage their loyalty points and even check on menu item nutritional information digitally from the table before placing their orders. While this is exciting news, there is still room for improvement; the study shows that diners are expecting more mobile interaction than most restaurant owners are planning to roll out.
Here’s the bad news:
• Three out of 5 diners want to make mobile reservations; only 24% of restaurants are offering it
• 62% of diners want to receive and redeem coupons and deals, but only 48% are offering it
• 50% want to take satisfaction survey via mobile device; only 42% of restaurants offer it
Now for some good news:
• 51% of diners want to order via mobile device; 61% of restaurants are making that happen
• 48% want to view their loyalty points via mobile; 58% of restaurants are equipped to do that
• 51% want to purchase and redeem restaurant gift cards via mobile devices; 53% do that too
• 49% of diners want to pay their bill via mobile; 53% of restaurants accept mobile payments
Here’s the GREAT news:
• 87% of restaurants plan to adopt a comprehensive mobile experience for diners in 2018
• 80% of restaurants will add a customer experience management platform in 2018
• 78% will be able to send personalized offers based on diners’ preferences/purchases in 2018
• 76% of restaurants will accept mobile payments from diners’ own devices in 2018
• 58% will offers diners a seamless customer experience
• 45% will add tableside mobile ordering next year
“Meeting diners’ demands for mobile engagement in 2018 is easier than restaurateurs may think, thanks to the secure, fast and engaging digital experience being offered by MyCheck,” said Cyndi Shepley, MyCheck VP of Sales. “We are giving restaurateurs everything they need to master the digital guest experience quickly and professionally, including implementing a digital pay-at-table or counter, mobile ordering (for takeout and delivery), and even a loyalty and rewards experience.
“The Cheesecake Factory, Outback Steakhouse Brazil, Bertucci’s, Not Your Average Joe’s and others are leading mobile engagement adoption by using our platform,” she said. “But you don’t need to belong to a large national chain to drive mobile adoption. Your brand, your customers and your needs remain front and center; our technology simply runs in the background. MyCheck will align restaurants of any size or segment with ever-changing compliance standards, payment options and user trends that will have them meeting diner demands quickly. It’s simple. It’s effective. It’s the ‘Wallet of Things’.”
Robust Mobile Platform
The MyCheck mobile payment platform consists of three robust products (used separately or combined) that equip any restaurant with a powerful digital customer-engagement experience:
• MyWallet – A Digital Branded Wallet for a Comprehensive Global Payment Experience. MyWallet enables restaurants to add, store and manage multiple payment methods including: Android Pay, Apple Pay, Masterpass, PayPal, Union Pay, Visa Check Out, plus traditional debit/credit cards and electronic/traditional gift cards.
• MyRestaurant – A Digital Pay-at-Table or Counter, Mobile Ordering, Loyalty and Rewards Experience. MyRestaurant enables customers to view, order, split and pay their bill from their smartphone using any payment method they choose without waiting for the check or the credit card slip. They also redeem rewards and offers which go straight into the POS.
• MyOrder – A Digital Ordering Experience for Takeout or Delivery. MyOrder features POS integration, custom branding, automatic upselling, nutrition and allergy data. It places orders and engages with customers from a single location quickly and efficiently.
“MyCheck creates custom mobile solutions for restaurant groups and chains to extend the brand experience into the mobile world,” Shepley said. "Today restaurateurs can better understand, market to and engage with their guests thanks to a number of integration partnerships between MyCheck and restaurant technology leaders. In the coming weeks, we will be announcing joint technology initiatives that gather guest-location intelligence, ordering and purchase data, and payment data that is pulled directly from the restaurant’s point-of-sale system to offer omnichannel marketing capabilities. This is especially important, given that the Hospitality Technology study identified the top five areas poised for growth in 2018 as: Predictive Analytics 57%; Personalized Offers 54%; Location-based/beacon integration 51%.
“At MyCheck, we strive to give restaurant owners and operators a 360-degree view of each guest so they can drive customer engagement and deliver a better guest experience,” she said. “Together with our integration partners, we will use analytical data stored in the restaurant’s POS to create customer-matching marketing campaigns that people are eager to access using their preferred mobile devices. These personalized, relevant offers drive traffic, sales and satisfaction ratings to each venue. Guests can review and redeem offers easily with a click on the loyalty icon within the restaurant’s mobile payment app. It’s integration and engagement at its finest, and it’s all possible via the MyCheck mobile payment platform.”