The word 'omnichannel' has been getting tossed around a lot lately, and for good reason. What restaurants are dealing with in 2021 is an unprecedented boom in technology, allowing guests to interact with their favorite brands in virtually every medium imaginable.
According to Forrester, half of all shoppers surveyed said they expect to be able to buy something online and pick it up at the store. More importantly, Google research has shown that an astounding 98% of Americansuse more than one type of device each day. If your brand isn't on more than one medium, you're missing valuable streams of revenue that your guests are using every day, all the time.
For innovative brands, having such unlimited access to their guests and prospects means they can accept orders from anywhere, anytime, and earn more revenue along the way. For the past several years now, guests have cried out for more convenience to the food they want, when they want it. Restaurants, to their credit, have approached the idea of the omnichannel with open arms.
While the emergence of the omnichannel has been refreshing, it has not always been smooth. For some brands, the result is a hellish network of cables, tablets, and printers that leaves employees, guests, and IT employees frustrated. To tackle both the tablet hell and streamline communications with their guests, an increasing number of brands have turned to omnichannel partners to streamline the process and simplify marketing outreach.
Regardless of how it is being done today, the future is leaning toward simplicity. Restaurant technology must adapt to accept orders coming in from everywhere, correctly combine them into one format, and then seamlessly get that information into the kitchen in an orderly fashion.
Par Technology Corporation published this content on 08 June 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 08 June 2021 20:36:05 UTC.