These numbers are even more astounding when we take into consideration how slow restaurants initially were to adopt QR codes in the US. The first QR code was invented in 1994 in Japan by Denso Wave, a Toyota subsidiary, to streamline the manufacturing process and provide a more accurate way to track vehicles and parts. Though they’ve been around for decades, QR codes were widely unused in the hospitality industry until the pandemic forced restaurant operators to implement a contactless solution to a health and safety problem.
In the 2021 State of the Restaurant Industry Mid-Year Update, the National Restaurant Association found that 57% of adults have viewed a restaurant menu online in the past year — but it’s no longer enough that restaurants simply have a QR-code enabled PDF menu. Guests now expect digital and dynamic QR code menus, and while customers are driving the demand, operators are reaping the benefits.
Increased operational efficiency and adaptability
Restaurants across the country are facing worker shortages, and QR codes are one part of the solution. How? Customers can now view the menu, order, and pay, by simply scanning a QR code on their mobile devices. This eliminates most of a server’s laborious responsibilities and allows restaurants to operate smoother with fewer staff members.
QR codes can also save servers time spent on mundane tasks, such as wiping down physical menus. However, people dine out for the experience, and restaurants need to be more than just another automated food delivery service such as Grubhub or Doordash. The value that servers provide goes far beyond operational duties, and that’s why QR codes can never replace people. What they can do is give staff more capacity to focus on the more impactful parts of service, such as quality checks and building rapport with guests. At a time when the industry is grappling with crippling labor shortages, this increased efficiency can provide some welcome relief to staff.
Another problem plaguing restaurant operators is supply chain disruptions. With QR code menus, restaurants can quickly and easily remove menu items that they’re unable to offer due to supply chain issues. They can also remove items that are no longer available on the fly — avoiding the inevitable disappointment when a customer requests to order an item that’s out of stock.
Put the guest in the driver’s seat
QR codes also shift control to the guest. Patrons now have the option to order through a server and pay the bill later, or order and pay through a QR code which can be fully integrated with a restaurant operator’s POS system — a win-win for both the guest and the operator. What’s more, QR code menus can actually encourage guests to spend more than they typically would, as restaurants can highlight items they want to push (such as daily or weekly specials), and suggest pairings to bump up the value of customer spend.
So, what is behind the QR code?
QR codes can be used to seamlessly track consumer behaviour. A brief, post-payment survey taken by a guest can provide restaurants with valuable ratings and feedback that can be traced back to any given location, time, order, or involved server. In addition to this, the analytics behind the QR code include data on repeat customers, ordering times, and more. This provides operators with actionable experience data, and combined with POS operational data, this can be used to assess any adjustments that need to be made to enhance the overall dining experience. This information can also be used to upsell customers, by suggesting add-ons or side dishes. For instance, if we know that someone ordered a chicken burger last time they dined, we can put it at the top of the menu on their next visit and suggest that they order a beverage and a side of fries as well — boosting the restaurant’s bottom line.
QR codes are here to stay. More than half (52%) of all adults say they would like to see tech implemented to make ordering and paying easier. With no end in sight to the labor shortages, it’s important that restaurants take some of the burden off of servers, and this can be done through QR-code activated self-ordering and self-payment. QR codes hold important data and information that gives restaurant operators insights to what’s working and what isn’t. Ultimately, that’s what matters, and that’s why it’s what’s behind the QR code that counts.
By Laurent May, CEO of Ready
