By John Dittig, MicroTouch Global VP, Business Development and Partnerships at MicroTouch – 9.23.2024
Artificial intelligence (AI) is the subject of well-deserved hype for its potential to disrupt operations in virtually every industry. However, you need to cut through the hype to determine where AI will deliver value. In the restaurant industry, several use cases are emerging as candidates for practical AI applications that result in more efficiency, accuracy, and customer satisfaction.Â
During MicroTouch’s AI Town Hall Webinar hosted by BlueStar, industry thought leaders Keith Szot, SVP of business development with Esper, Bhavin Asher, founder and CTO at GRUBBRR, and Brian Klinger, Sr. strategic partnership executive with Comcast Business, shared their insights into how AI is working for restaurants today.Â
Voice Ordering
Asher explained that although restaurants have recovered to a great degree from a critical labor shortage that began in 2020, they still face challenges in hiring and retaining employees. Now, the focus is on maximizing labor and reallocating workers to hospitality-focused activities rather than on mundane tasks. Restaurants can implement AI-driven voice ordering to handle the drive-thru, allowing them to make the best use of labor.
Advanced AI solutions can now accurately understand and process customer orders through voice recognition, seamlessly integrating with the restaurant’s point of sale (POS) or kitchen display system (KDS). Granted, each restaurant must train and retrain the AI model to recognize its menu items accurately. However, systems can escalate to an employee if orders are unclear to ensure customers get exactly what they want.Â
HyperpersonalizationÂ
Asher added that restaurants recognize that if they know their customers’ likes and habits, they can enhance customer experiences and upsell more effectively. AI can analyze customer data to provide insights that give restaurants those benefits.Â
However, with AI, restaurants can think bigger. It can enable targeted marketing campaigns to a specific geographic area or boost sales across a nationwide chain. AI can even determine the most effective messaging and the correct value of a coupon that will drive traffic but still generate profits. AI can do the math and improve marketing ROI.Â
AutomationÂ
Klinger commented that AI can use data from intelligent cameras and Internet of Things (IoT) sensors to monitor equipment, automatically triggering action when detecting a change in performance or unusual activity. AI can adjust cooler or refrigerator temperature settings, alert a manager to an issue in the drive-thru, or open a maintenance ticket. AI can provide the decision-making capabilities behind robotics operations, which deliver food more quickly and work with employees to increase their productivity. Furthermore, AI learns as it works, resulting in continuous improvement.Â
Language Translation
Klinger added that AI can also enhance guest experiences by allowing customers to order in their native language, increasing order accuracy and customer satisfaction. Language translation also allows non-native-speaking employees to perform their jobs better enabling them to interact with the POS system, KDS, or other technology in their preferred language.Â
Facial RecognitionÂ
Szot said restaurants are finding that their customers are more comfortable with facial recognition. Early adopters found that consumers had some concerns about privacy and security. However, in the past several years, restaurant customers have recognized that facial recognition is a convenient way to access accounts, find past orders, earn or use loyalty points, and make payments, all with only a facial scan.Â
Restaurants can also use facial recognition to learn about their customer base without identifying specific people. The technology helps restaurants understand customer preferences across different demographics, track their interactions, and gain insights that enable managers to make informed decisions about operations, marketing, and customer service enhancements.Â
Stay Open to InnovationÂ
Restaurant AI solutions are undeniably in the nascent stage; therefore, expect solutions to evolve as technology advances and AI models learn. However, keep in mind that those advancements are occurring at a faster pace than when previously disruptive technologies came to market. Work with restaurant AI solutions providers to determine the best time to move forward with a proof of concept and implementation to stay on the leading edge of your market. The best time is likely sooner, rather than later, in a rapidly changing industry.Â
John Dittig joined MicroTouch in January 2024 as the Global Vice President with a focus on Business Development and Partnerships. MicroTouch, the global leader in capacitive touch solutions, celebrates over 40 years as an innovator in touch technology, with more than 50 million touchscreen installations in 80 countries worldwide, and 100-plus patents. Prior to joining MicroTouch, John held senior roles for Samsung, Elo Touch Solutions, Tyco Electronics (TE Connectivity), ViewSonic Corporation, and Tech Data. John has over 30 years of experience managing and creating sales, marketing, and product strategies for multibillion-dollar organizations. He is a true leader with a sense of balance who is focused, creative, and driven. John has a Bachelor’s in Arts from the University of South Florida. Â
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