As a new Dunkin’ was being built at the Meadowlands Racing and Entertainment Center in East Rutherford, N.J., managers sought ways to speed up lines, prevent crowds from building in the relatively small location and get customers their orders more quickly. They also wanted a tool that could do all that without chewing up valuable real estate in the lobby’s interior.
“We thought that using kiosks would make for faster service,” said Jennifer Jordan, director of food and beverage for the Meadowlands.
They turned to self-service kiosks from Pye, with an aggressive 90-day deadline to custom-design, integrate the devices with Dunkin’s point of sale system, train staff and install devices in time for the center’s grand opening.
Jordan said that the kiosk manufacturer’s devices stood out for their functionality and ability to integrate smoothly with the restaurant’s operational platforms. And they were aesthetically pleasing as well.
Dunkin’ installed four of Pye’s Beignet model kiosks in its lobby. Beignet is a compact space-saving wall mount device that combines versatility with convenience, allowing deployers to position the unit wherever customers may be – at a checkout counter or lingering in a lobby.
Beignet promotes high consumer engagement with an inviting curved high-resolution touchscreen design. The versatile unit creates features LED lighting capable of displaying in a variety of colors to match a business’s brand and style. Beignet provides opportunities for businesses lacking counter or floor space to enhance their self-service capabilities.
Beignet incorporates many of the features that have made Pye’s roster of kiosks standouts in the self-service industry.
The backlit face gives the display a unique glow that also provides for improved user visual quality and an easy-to-use interface. It is available in an array of bright colors.
Additionally, the enclosure features embedded LED lights that can also change colors. For Dunkin’, the devices’ permitter lights shine in the company’s familiar pink and orange hues.
“The curved design and lighting are intentional,” said Jegil Dugger, founder and CEO of Pye. “We want to make it hard for someone to walk by without interacting.”
Beignet’s Android-based software is customizable, meaning users across varied businesses can tailor the interface to their needs. For example, a restaurant not only can display its menu on the screen, but also can allow customers to configure meals and products to their liking.
To meet Dunkin’s timeline, Pye prepared a site survey and scheduled a technician to travel from Pye’s Alabama headquarters to New Jersey to complete installation of the stylish wall-mount kiosks. The devices are proving to be the perfect solution for integrating technology and efficiency into the cafe.
With many customers used to interacting with an employee at an anchored register, it took some time to drive customers to the kiosks and away from the counters to place orders and make payments. Eventually, they accepted the self-service ordering process and now gravitate to it.
Customers have expressed their satisfaction, too, since their efforts and wait times are minimal, Jordan said.
“They would go up to the counter (before) and then have to wait on the lines,” she said. Kiosks “are a little bit new for them, but this is faster.”
Another plus, Jordan said, was the communication with Pye. She said the store was in constant contact with company representatives regarding the installation timeline, understanding how to use and get most of the units and even with putting in a temporary device till the permanent kiosks arrived.
With everything in place, what Dunkin’ has found is that not only do lines flow smoothly, but employees are also more productive in getting requests completed and “not stressing out” as they can focus on filling orders rather than taking them at a front counter. ANY IDEA HOW THAT POTENTIALLY HAS INCREASED SALES COMPARED TO OTHER DUNKIN’S OF SIMILAR SIZE, SINCE THIS IS A NEW STORE?
“Our kiosks are intended to enhance the customer experience,” Dugger said. “For businesses, they’re always looking for something that will give them an edge, especially as they face myriad daily challenges.
“The availability of self-service options these days is an expectation of consumerism worldwide. We spend considerable time studying not just how people interact with businesses, but how they want to interact with businesses. Development of kiosks stem from their ever-changing behaviors and how we anticipate those habits will evolve over time.”
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