Innovation is key in delivering the best dining experience
The jisp Team sat down with their CEO Julian Fisher to discuss hot topics in the restaurant industry today, from frictionless dining experiences to hospitality’s fast rising brands.
jT: We’ve seen great success with apps thriving within hospitality today, from Uber Eats delivering good local food to customers’ doorsteps to restaurants’ personal apps that allow customers to book tables and receive rewards. So, it seems apps are really thriving within the hospitality industry today, why do you think that is?
J: It’s all about familiarity and convenience. Today people are so comfortable accessing everything via their mobiles they expect, more so they need, the places they love, the venues and services to be available in their hand, right now, wherever they are. And since our trust lies with our friends and who I associate with, how they rate a restaurant and its staff is of paramount importance to me.
jT: We’ve seen what frictionless experiences looks like for retailers and grocers, with their self-serving shopping systems and just-walk-out payment methods, but how will it affect restaurants?
J: For the most part the ability to pay for each order of food, similar to the Wetherspoons app, is fast becoming the experience desired by customers. This supports the just-walk-out trend – I view the menu on my mobile or order from an interactive table menu, make my selections and pay. No waiting for the bill - when I’m finished, I simply leave.
jT: Will the increase of frictionless dining experiences make eating out less social, with a lot of eyes glued to phones instead of the person across the table?
J: There’s no doubting that a lot of people turn to their mobiles to catch up. Dinner for two becomes dinner for an entire group! So, if that’s what patrons of restaurants and bars want, the norm for eating out will be a mix of conversations, eating and social engagement. What it comes down to is the experience. Great food, great facilities, great ambience, of course, great staff - you can’t really have a restaurant or a bar that is only going to live or die because of technology, it really does come down to the food, the team and being innovative with menus. People want to experience new food and new ways of cooking.
jT: We’ve seen many of the biggest brands struggle to grow their value, while companies including, Deliveroo and Costa continue to be fast risers. What places these brands above the rest?
J: Deliveroo and Costa are innovators who love to disrupt the dining universe. They stay trendy by understanding what their customers want to eat as much as how they want to order. What happens is that the market will be cyclical, it will return back to the state it was previously in and it will go back up and down and up and down. New innovations will serve to exploit those opportunities but equally it will create them as well. So, at the moment, some restaurants are suffering from the fact that people are less likely to eat out, but equally some restaurants are booming because they’re serving up takeaways. On one side they’re losing and on one side they’re gaining.
jT: 75% of hospitality businesses are failing to embrace a digital strategy. What are the key technological solutions that restaurants should consider implementing to remain relevant today?
J: Time is precious. Anything and any business that bites into that does so at its peril. Speed and simplicity are key. As there are only three elements hospitality can focus on - order, payment and feedback - the landscape to win over customers is pretty well defined.
jT: Many businesses are focusing on reducing waste and including eco-friendly practices. Why is sustainability important for restaurants today?
J: Because it matters to their customers who are becoming more determined than ever to play their part in helping save our planet. Markets move with the demands from their customers, sometimes that’s been created by the new developments and innovations in restaurants, bars and businesses like our own, so the market reacts to those opportunities and develops. You will see people move with the things that are available.
jT: Allergens is a hot topic right now. With the most recent news of tragic deaths, it is evident that restaurants are not doing enough to tackle this problem. What is your view on this?
J: Sadly, it has taken a number of deaths and some near fatal reactions to shake this industry into action. Equally culpable is our government for neglecting a growing rise in people with allergies. There are solutions out there and many are free so there really isn’t any excuse. Apps like jisp, for example, can highlight “risky” dishes and products for a customer and prevent them from ordering something that they are allergic to. It really is that easy!
If you would like to hear more words of wisdom from Julian Fisher, then visit stand A184 for live demonstrations and a chat about how jisp app can help your restaurant and bar.
Get in Touch: jisp