It’s An Experience

We all agree that technology is an integral part of how our businesses operate in the modern era. From table reservations to running a dynamic CRM solution, it's hard to imagine how we got along before we had today's technological solutions.

But when it comes to the hospitality sector, is having the latest 'tech' innovation as significant an influence in the consumer's decision-making process when choosing to dine at your restaurant rather than with a competitor?

If we believe what the tech companies tell us, it's vital, and nine times out of ten, the message advising us to buy their product is supported by 'extensive research'.

It would be nice to believe that a clever piece of software can persuade the consumer to choose restaurant 'A' over restaurant 'B', but I'm not convinced.

I believe that customers decide to choose a restaurant based on its reputation for offering fantastic food, served by a well trained and hospitable team in an atmosphere that the consumer cannot replicate at home; it's an experience.

If we want to generate more sales, we need to tell people why they should choose our experience over one that is offered by another restaurant, and software alone cannot do this; that's like buying a state of the art TV and expecting it to generate its programs.

The only way to make technology achieve its potential is to deliver creative communications that genuinely engage the consumer.

Develop a fantastic marketing concept, translate this into unique artwork then use technology to deliver the message, and you're using technology to create a competitive advantage.

Expect technology to do it alone, and it's a questionable investment.