What are the advantages of a restaurant ordering terminal?
02 February 2022
Do you get very busy in your restaurant and find it hard to manage the flow of customers?
It's the right time to switch to Restaurant control unit.
You are particularly concerned if :
- You offer a fast-food service
- You offer takeaway food
- Your customers often wait a long time before ordering
- You feel overwhelmed at rush hour
The restaurant order terminal lets you sell more, while improving the customer experience in your establishment.
Why install a restaurant order terminal?
Although McDonald's has long been a pioneer of this new ordering method, touchscreen kiosks aren't just for fast-food restaurants. More and more restaurants are adopting them, and customers are asking for more.
According to a recent study, 1 in 3 consumers prefer to use a Self ordering kiosk rather than ordering at the counter, even if the queue is the same.
- Generate more sales
With a kiosk, you can serve more customers at the same time. If your kitchens are well sized and your organization well polished, you'll quickly see the difference in your sales. But the real PLUS of the order terminal is the suggestion module. Add a drink, order a dessert... it's all these little extras that boost the average bill. According to a McDonald's study, customers spend an average of 30% more at the kiosk than at the counter.
- Improve the customer experience
Less waiting to order and pay means more satisfaction for your customers.
Order kiosks also offer a complete immersive experience, with modern interfaces, intuitive navigation and ultra-simple secure payment. The result: a recent study showed that 1 in 3 customers prefers to order at the kiosk, even if the queue is the same as at the counter.
- Reduce stress and risk of error
By streamlining the order-taking process, the order terminal enables your team to work more serenely. You'll also reduce the number of order-taking errors.
- Increase customer loyalty
Some control terminals include an integrated online loyalty program. Your customers can earn points for every purchase they make via the kiosk. They can also unlock rewards earned through previous orders on the kiosk, at the counter or online.
- Improve your customer knowledge
Thanks to your customers' interactions on the order terminal, you can collect valuable data on their consumption habits. You can make personalized suggestions that will encourage them to consume more.
- Attract new customers
A long queue to order can quickly discourage a hungry customer in a hurry. With order kiosks, you appeal to local customers who have little time to eat.
1, 2, 3... How many ordering stations should you install in your restaurant?
There's no easy answer to this question.
It all depends on the size of your restaurant, the number of customers at peak times, the size of your team...
To make sure you're on the right track, it's best to ask for advice to a kiosk specialist. By answering a few quick questions, he'll be able to recommend the right number of terminals for your needs.
And don't forget to take your kitchen capacity into account. If your customers order quickly but have to wait 20 minutes for their meal to be ready, you risk creating frustration.
How to choose the right restaurant ordering terminal?
The purchase of a restaurant order terminal can represent a substantial investment. So don't make the wrong decision!
Here are 8 essential criteria to bear in mind when choosing your restaurant order terminal:
- Connection to cash register software
Make sure that your point-of-sales software is compatible with the order terminal. This is a prerequisite for simplifying your day-to-day operations, and avoiding the extra handling required to manage orders and receipts.
- Suggestions module
This is the big advantage of order terminals. Suggestions made when ordering help to increase the average bill. If Mc Do has installed automatic ordering kiosks in all its restaurants over the last 10 years, it's not just to speed up service. The fast-food chain found that suggestions during ordering increased the average bill by 30%.
- Integrated loyalty program
It's a must! If your digital loyalty program can be integrated into your order terminal, you benefit from a double win-win effect: your customers are delighted to be able to collect points or earn rewards via the terminal. And you continue to improve your customer knowledge by recording orders on each customer card.
- Instant menu update
Check that your restaurant control unit can be synchronized with your digital menu if you have one. If your menu changes daily, or if you remove a dish from your menu, you don't need to make any adjustments on your kiosk. Updates to your online menu are automatically replicated on your touch terminal.
- Easy to install
Before buying your restaurant control unit, think carefully about its location.
It's best to place it where it won't obstruct traffic, but is still easy to access. There's no need to embark on major installation work: some control terminals are designed in "Plug & Play" mode. There's no need to run electrical cables or cut holes in walls: you can install your terminal in 5 minutes, and your customers can order straight away.
- Design
Think about the impression customers will have when they enter your restaurant. Your ordering kiosks should be in keeping with your establishment. Avoid imposing, impersonal kiosks. Choose a design that reflects your personality and blends in perfectly with your premises.
- User-friendly interface
Customers love using kiosks to order in restaurants... provided that the navigation interface is pleasant and easy to use. If in doubt, put yourself in your customer's shoes and test the ordering kiosk: if you're not 100% satisfied with your user experience, chances are your customers won't be.
- Value for money
Of course, the price of a control unit is an essential criterion. Prices can range from €2,500 to €10,000. That can be a big budget... but think of the return on investment! With features such as suggestion modules and an integrated loyalty program, you'll quickly see a return on your investment. And that's not counting the time you'll save serving your customers. Choose a kiosk with sufficient performance to quickly see the impact on your sales.
It's time to take action.
Are you convinced?
Discover the Obypay kiosk solution in video here.
Still hesitating?
Discover how a control terminal works in video here.
