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Education

Self-ordering kiosks Improved operations, sales

Not only do self-ordering kiosks drive consumer conve-
– a game-changing nience and efficiency, they provide many opportunities
for business improvement.
technology Handwritten order tickets that are run back to the kitchen
for deciphering or entered by wait or counter staff into
POS devices are slow and error-prone. Self-ordering saves
time and money by reducing these errors and waste. Plus,
additional human and financial resources spent remaking
orders is eliminated. When customers select menu items
from kiosks, orders are accurately transmitted to the
kitchen for immediate preparation, precisely as entered.

Because self-ordering kiosks cut wait lines, orders can
be placed fast and furiously, increasing sales volume.
Upselling, cross-selling and promotions at kiosks
encourage consumers to increase order size, and they do so
more consistently than their human cashier counterparts.
This generates overall higher per-check spend.

A McDonald's self-ordering experiment found that
By Dinesh Saparamadu average check size was 30 percent higher, and 20 percent of
Apptizer Inc. consumers who didn't order a drink added one when
offered during the kiosk self-ordering process. Cinemark
onsumer convenience and efficiency are fuel- theaters generated 32 consecutive quarters of increased
ing the rapid adoption and expansion of self- per-person concession spending with self-ordering kiosks.
service technologies in fast-casual and quick- Restaurant chain Chili's, after installing self-ordering
C service restaurant environments. So it's impor- tablet kiosks at tables, increased dessert orders 20 percent.
tant to understand the game-changing way self-ordering
kiosks can impact buyer behavior while improving order Superior customer experience
accuracy, enhancing revenue, reducing costs and improv-
ing customer loyalty and satisfaction. Self-ordering kiosks create operational efficiencies. Wait
and counter staff can be redeployed to such tasks as food
A Duke Fuqua School of Business study showed increased preparation; turning orders or tables; quality control;
purchases of hard-to-pronounce items via self-service restaurant cleanliness; and creating a more efficient,
kiosks, as fear of making a mistake or being misunderstood customer-friendly operation. The real value kiosks have
by clerks was eliminated. The study also concluded that in restaurant environments is not reducing jobs, but
a desire to avoid negative judgment of their eating habits improving customer service through efficiency.
drove pizza connoisseurs to self-order food with more
calories and with more special instructions as compared Creating a more pleasant consumer experience, self-
with phone orders. And a joint Harvard, Columbia and ordering kiosks can turn first-time and occasional diners
Northwestern study indicated a seven-second reduction into high-value, repeat customers. Kiosk technology takes
in fast food restaurant service times can increase company customer relationships beyond transactions, turning
market share from 1 to 3 percent. These are all interesting every customer touchpoint into a meaningful interaction
outcomes. that drives loyalty and satisfaction.

But the real driver of kiosk growth is that self-ordering Self-service technologies are dramatically changing what
enables consumers to have it their way ‒ to be in control people do and how they act. There's real potential for
without restaurant staff assistance. Imagine you walk into fast casual and quick-service restaurants to capitalize on
your neighborhood deli, select the sandwich of the day a game-changing technology that enables personalized
from an interactive touchscreen kiosk, and customize it ordering interactions, which ultimately result in significant
with all your favorite condiments and add-ons. Then you business prosperity.
select additional menu items like chips, salad, dessert and
beverage to complete your order and pay at the kiosk. And Dinesh Saparamadu is CEO and founder of Apptizer Inc., a company
voilà, your order is prepared exactly to your specifications, focused on delivering innovative mobile app-building and kiosk plat-
and you're out the door pronto. The experience is a dream form technologies. He is a thought leader on mobile payments and plat-
come true during the busy noontime lunch rush. forms and a frequent speaker at industry conferences. He can be reached

at dinesh@apptizer.io.

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