As a career advocate and practioner of One-to-One marketing, improving customer value, loyalty and the overall customer experience, I was pleased to see an article entitled “Restaurants Ditch The QR Code”, by Alina Dizik, in the Tuesday, June 5, 2024 edition of the Wall Street Journal. It was very timely, Having just returned from a weekend visit to the Williamsburg section of Brooklyn. Dining within this Millennial and Gen Z Destination Hub, I was consistently greeted at restaurants by a small stand on our table containing just a QR code.
During my trip, I reluctantly trudged through this new social norm, thinking that just as we are supposed to be putting our phones away, that everyone now has to take theirs out. It’s the last thing that should be required during a dining experience.
The article cited a growing “revolt” to the Covid inspired practice, with diners viewing QR codes as also being “tacky”, “annoying”, adding privacy questions, and being “difficult to use and read on a typical 5” by 3” screen. According to studies, QR code menus have faced a very mixed reactions from customers, with as few as a bit over 30% of consumers viewing it positively. The article quoted restaurant owners who have recently gone back to paper menus, but it also touched on some customer but mostly restaurant potential pluses as well.
However, I also believe that there is hope. The needs of restaurant customers often differ, and can differ nightly depending on their mood or other circumstance. Here are some thoughts on how the QR codes can and should improve the overall customer experience.
1. Personalized Dining Experiences: Perhaps you have a dining experience in mind, such as; “I just want something light tonight”, or “I want to stay low on carbs”, “I want to stay below 1500 calories tonight”, or “I feel like fish”. QR codes could allow you to enter your preferences and view a reordered AI driven customized menu, just for you!
QR code menus can also integrate with customer relationship management (CRM) systems to gather data on customer preferences. This allows restaurants to offer personalized recommendations and promotions, tailoring your dining experience to your individual tastes and needs. For example, a vegetarian could view nightly specials, as well as how other dishes on the menu can be customized to meet their specific vegetarian wants and needs.
2. Privacy: Privacy policies and data usage should be clear with opt-in or opt-out options.
3. Enhanced Interactivity: Digital menus can feature high-quality images, detailed ingredient descriptions, videos of dishes, and perhaps even an augmented reality (AR) view of what exactly will be served.
When ordering a glass of wine, diners could view a description of its taste and balance profile, as well as suggested food pairings, and even previous viewer ratings. These can help customers to eliminate surprises, make better informed choices and raise overall satisfaction.
4. Improved Efficiency and Revenue: QR code menus can improve operating efficiency. Many QR codes today also allow you to pay your check at the end of meal, eliminating the back and forth of asking for and waiting for the bill, offering a credit card, and then waiting for it to be returned for signing. Integration with mobile payment systems can streamline ordering and payment, enhancing convenience.
Restaurant owners could also follow trends and create higher impact specials around the foods that customers are ordering, and those that they are pairing. Table turnover can be also be faster.
Feedback from some restaurant owners is that QR menus have resulted in a 10% lower average check size. The reason may be associated with diners doing a quick scan and before ordering, then putting their phone away. A personalized more immersive experience could well produce higher revenues.
5. Eco-Friendly Solution: By eliminating the need for printed menus, QR codes reduce paper waste and align with environmentally conscious consumer preferences.
6. Real-Time Feedback: QR codes can link to one or two question simple feedback surveys, allowing customers to provide real-time reviews, helping restaurants address issues promptly, improve service quality and provide diner insights.
Redefining the customer experience through technology can be a true competitive differentiator for any business with the vision and the will to fully understand their customer’s differentiated needs.
I view today as a transition period, and a best-case scenario is to offer printed menus, QR codes, or a mixture of both as technologies can improve the customer experience. This is similar to what many industries are facing. Give the customer what they want!