Self-ordering and your team: the benefits at a glance

Since smartphone ordering is becoming increasingly popular with guests, you might need fewer servers to take orders and interact with customers.

Some restaurant owners worry about their team's reaction, even if they recognize the benefits of self-ordering themselves.

This blog shows you that your employees' concerns are unfounded and that self-ordering—when used and communicated correctly—brings many benefits to your team.

First, remember that your employees view self-ordering from a different perspective and probably haven't studied the topic in depth.

Some may think they will be replaced in the long run or receive less tip money. Your team needs to understand from the start that self-ordering primarily means a reduced workload.

Spoiler alert: Service teams are not replaced by self-ordering, while tips usually increase! Here are the main reasons why self-ordering is good for your team:

No one from your team will be replaced

We see a massive staff shortage in the hospitality industry across the DACH region that is increasing and likely to persist. No rational restaurant owner will voluntarily lay off staff right now. Instead, they look for ways to help existing employees, handle peaks better, keep opening hours longer, and offer more guests a great experience with a small team.

Self-ordering cannot and should not replace anyone. It primarily fills the service gap caused by the lack of personnel.

In practice, self-ordering usually works like this: Staff greet guests and they place their first order via the self-ordering system or directly with the server. Throughout the evening, the server cannot be everywhere. Situations often arise where a guest wants to order or pay but waits unnecessarily long. With self-ordering, guests can simply order or reorder using their own smartphones.

Personal contact changes

Does personal contact get lost? This is a common myth. Personal contact doesn't disappear; it changes for the better.

Even if staff no longer take every order directly, they still have more personal contact with guests than many assume. Your team has more time to greet guests, interact, make recommendations, and chat. Time-consuming tasks like taking large group orders, processing payments, and giving change are outsourced to the self-ordering system.

A brief introduction to the digital ordering option is a great way to start a conversation and explains the purpose to your guests. No one is forced to use it; the smartphone option is a voluntary, additional service.

Personal contact happens at the greeting, often during the first order, when delivering reorders, and potentially during payment.

The quality of time per guest contact improves, creating new opportunities. This brings us to the next point:

Your team's workload is reduced

When guests choose to order and pay via smartphone, it takes a weight off your staff's shoulders. Your team saves many steps and, depending on the setup, payment processes.

The extra time can be used to improve guest contact. Suddenly, there is more time to engage with guests or simply deliver orders calmly and with a smile, even during rush hour. If an employee is out sick, it is no longer a disaster. In this case, more people simply order and pay via smartphone.

Your team receives more tips

A six-month study showed an average tip increase of 14.9%. There are four clear reasons for this:

• As described above, your team has more time per guest and can provide better service overall. Hectic running is replaced by a relaxed atmosphere.

• Guests are more satisfied overall. Fewer situations arise where guests might be unhappy. Without self-ordering, a long wait would negatively impact the guest experience. With self-ordering, guests order whenever they like, removing negative waiting situations.

• With online payments, over 90% of guests use the pre-set tip levels (percentage or fixed amounts).

• Self-ordering generates an average of 18% more revenue. Since guests can order at any time, they reorder more often. Naturally, when total revenue increases, tips increase too.

Summary

Self-ordering can improve working conditions for your team and your overall service atmosphere. Your team can look forward to using self-ordering with you. Do you have questions or want training for your team? Call us or send an email.