Self-ordering kiosks help keep lines moving

Self-ordering kiosks help keep lines moving

Consumers these days are an impatient lot. Part of what feeds their frustration in a busy fast-food restaurant are long lines and lengthy wait times.

We’ve all experienced it – someone standing at a counter in front of us, trying to decide what they want to eat and then fumbling around for cash or a card to pay for their meal. Meanwhile, you’re stuck several people back with time ticking and your stomach growling.

Self-ordering kiosks have helped alleviate much of that frustration in recent years by allowing savvy, determined diners to navigate the ordering process more efficiently, making the fast-food visit a speedier experience.

“Fast food ought to live up to its name,” said Jegil Dugger, CEO and founder of leading kiosk developer Pye. “This technology is solidifying that moniker.”

Some 27% of U.S. adults who eat at fast-food restaurants expect their food after ordering within two to three minutes at the most, while most (42%) say it shouldn’t take longer than five minutes, according to the latest CivicScience data.

How do self-ordering devices trim wait times? Kiosks have evolved in recent years, becoming recognizable to consumers, who find their intuitive interfaces easy to navigate. Pye’s suite of devices enables diners to pay electronically or with cash.

“Our goal is simple,” Dugger said. “We want to ensure that our kiosks make a positive difference for both customers and the restaurants that deploy our technology.”

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Kiosks help combat challenges facing restaurants, retailers

Kiosks help combat challenges facing restaurants, retailers

The prospect of mandated salary increases, in the form of minimum wage hikes, represents an opportunity for restaurants and retail businesses to reverse their operating models from that of a career launching pad to a career destination where satisfaction is high and the ability to earn enough to support a family is plausible.

“Businesses overcome challenges all the time,” said Jegil Dugger, co-founder and CEO of self-service solutions firm Pye. “Minimum wage increases, though, always seem to be a black-and-white issue: covering increased pay means taking drastic measures. The good thing is that this is not an overnight change and actually was inevitable. So owners have time to strategize how an increase in the minimum wage can be a positive impact to their operations.”

Part of the answer to reshaping a business model centers on investment – in people and in technology.

To the latter, technology such as kiosks increasingly has emerged as cornerstones of the new business model in the restaurant and retail industries, and the digital solutions will play an even larger role moving forward. Here’s a couple of key reasons why:

Compliment the workforce

Kiosks are intended to supplement the workforce. Critics in the past have described the technology as a facade, disguised as mechanical replacements for labor, which represents part of a restaurant or retailer’s largest expense alongside food and supplies.

But with many businesses still struggling to hire enough workers to attain full staff in the post-COVID environment, they can use kiosks to stand in as stable members of the staff that come at a fixed cost – a cost they’ve largely already paid.

Improve the customer experience

Long lines generally mean long wait times. And those two serve to sour customers who expect efficiency and speed with their orders.

At high-traffic times, kiosks can be used to enable customers to order and pay on demand, keeping them from having to congregate with others in front of a bank of registers. At fast casual eateries, the units allow diners sitting at tables to place their orders through the device, which connects wirelessly to the restaurant’s main point-of-sale system and kitchen displays, sending their request directly to the cooks. They don’t have to wait for a server, who may be tied up with other tables or duties.

Decreased wait times increase the consumer experience and keep those diners coming back.

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Self-service kiosks help to minimize wait times

Self-service kiosks help to minimize wait times

Little raises consumers’ ire than standing in a long line. And one that’s barely moving only fuels their frustration.

They want their visit to a restaurant or retailer to be one that is smooth and hassle-free, not marred by irritation and sluggish lines. Consumers often pay big bucks for food or merchandise. They don’t want to spend big minutes waiting to order or check out.

Self-service kiosks can be game-changers. Research shows that use of the technology makes the process of ordering and paying twice as fast.

That’s vital to restaurants and retailers. The ability to move customers through more quickly means more people can be served, translating into increased revenue and a greater profit share.

Reducing long lines will increase our profit, businesses say. The technology’s design speeds up the overall operation, allowing them serve more customers in a shorter time while increasing revenue and customer satisfaction.

That fact that kiosks are commonplace worldwide means most consumers have at least a decent – if not an expert – level of familiarity with technology’s functionality. A unit in use at a restaurant or retailer isn’t likely to catch shoppers off guard. They’ll simply walk up, flip through the available items onscreen or key in their products and pay with a card.

“When I go somewhere, I just want to scan my card and don’t need a receipt,” said Jegil Dugger, founder and CEO of Pye. “That’s what most people are going to do.”

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Effective Business Success Through the Impact of Self-Ordering Technology

Effective Business Success Through the Impact of Self-Ordering Technology

Self-ordering technology has been hailed as the future of restaurant operations. The future is now. Millions of people order and pay for their food via a kiosk every day. Eventually, all restaurants will implement self-ordering technology thanks to the numerous benefits to businesses and ability to better cater to consumer demand.

But successful self-ordering technology deployment isn’t as simple as stationing a kiosk in the lobby, turning it on and expecting people to use it. An effective kiosk strategy hinges on three considerations:

Location: An idle kiosk doesn’t help a business. That’s why they should be placed in high-traffic spots and along the path of the current cashier, ideally within five to 10 steps in proximity to the cashier area. Kiosks should be highly visual and easy to locate for guests entering the business. Kiosks such as those available through Pye provide versatile options – free-standing, tabletop or countertop.

The spot the machine will occupy will help a business decide the kind of unit it needs. If space is limited, the business might consider a tabletop or wall-mounted unit. If space is not at a premium or the company wants its machine to standout, it might opt for a free-standing model.

Guidance: Consumers know how to use kiosks these days, but they need to know it’s there for them to use. If your objective is for customers to use it, have it resemble a giant exclamation point that screams, “Use me!” Even something as simple as a “order here” sign hanging over a kiosk can go a long way toward driving activity. Without adequate signage, prospective users may otherwise bypass the devices. In fact, kiosks should be marketed as any other product or service.

People are naturally attracted to lights, so lights shining atop devices can easily signal customers of a unit’s presence. The advent of LEDs has given savvy entrepreneurs the ability to do more than simply turn lights on or have them flash. The technology allows them to change colors and go on and off in patterns for an original look and feel.

LEDs put off a brightness that is comparable and, in many cases, brighter than traditional bulbs. LEDs, too, are touted for their output consistency, achieving maximum output instantly.

Adoption: As with anything new, implementation isn’t always flawless. Hiccups are inevitable, and in many cases, likely. Especially with customers unfamiliar with the device’s functionality. It typically takes 90 days to six months – oftentimes dictated by the makeup and technological savviness of guests – to smooth out the adoption process. During that time, cashiers can be redesignated from behind a counter to the lobby to assist customers in using kiosks.
By comparison, self-check-in kiosks in airports took time to catch on with passengers. So hosts spent time educating flyers on how to retrieve boarding passes and check their bags. Over time, passengers gravitated to the devices, finding that using kiosks reduced their time in line and got them on the way to their gate more quickly. Now, passengers largely rely on kiosks, even without a host present. While new technology can be intimidating to customers, employees and business owners, a proper adoption plan makes the process less daunting. 
These three areas of consideration are critical to successfully implementing self-ordering technology. Carefully determining proper location, clearly conveying to customers that a kiosk is there for them and orchestrating a plan for adoption all serve to set up a business for success in making the operation more efficient and effective.

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