Introduce a new concept in the process of digital transformation in the restaurant industry, TIPPING THE DIGITAL, a requirement of the new client who wants shareable experiences.
Tip (from Latin pauses, 'Give drink') according to Royal Spanish Academy, in the first sense, it means: “entertainment than on the agreed price and as a sign of satisfaction is given for some service“. In French we say tip, which it comprises pour ('for') to drink ('drink'). In Russian they say give a tip ('Dar to have one'). In South America it is called yapa (a Napa). In some bars in Spain it is called 'boat’ since it is usually raised in these containers, even some even shout this word or ring a bell every time a customer leaves a tip, although unlike this, the boats are usually shared among all employees.
Tipping is definitely an addition to price many restaurant customers deliver staff in appreciation of a satisfactory dining experience, whether for whatever reason. It is no less true, in some countries, for example in the United States, It is binding and a very important part of the salaries of restaurant employees directly depends on this factor. Even specific amounts are specified in the letters or tickets that the diner has to deliver if he wants to table at the restaurant the next time you visit.
This creates different views on the act itself, from those who think it is a necessary aid for the employee, to those who think that tips make wages do not grow, or that the waiters do more to get a better reward, even those who take it for a social issue or usual.
Here's the article I published some time ago under the title “How to tip in restaurants” where you can get an idea of the enormous global diversity of this phenomenon.
But I suppose you're wondering what all this has to do with the digital world.
I wanted to create a new concept derived from traditional tip that I have called ‘digital bribe’ and that in essence involves, In most cases, the same as the traditional, an acknowledgment by the new digital customer to make a restaurant good but moved to world 2.0.
Digital Tipping is a concept that comes from the very essence of social networks, moving to an environment not face the gastronomic moment a customer through a shareable experience, where the user belongs to a digital community shares the same relevant content.
More and more customers such leave tips in restaurants, a digital photography shaped trail, Tweet, post, recommendation, comment or opinion that undoubtedly has a huge influence on this.
Many customers share moments of satisfaction through digital tips involving a fundamental pillar of recommendation to retain and attract new customers, since it is not the restaurant who speaks of himself, what would be traditional advertising, but are customers that through these shared experiences speak Restaurant, and this is an important content in the universe 2.0 with a high level of impact and influence on other.
The fundamental key to getting tips from this type of digital culture and consciousness restaurant to promote various social channels and allow their customers, through them or their own, You can share these moments. A requirement that is becoming more common by the new digital customers who understand this dining experience from a global perspective, where online is as important as offline.
The digital tip adds an important differentiator from the traditional, It is further technological progress leads, the possibility of being delivered outside the physical space Restaurant, the customer is not conditioned to perform this act on site, and thanks to the ubiquitous restaurants, these are increasingly 'des-geolocalized’ and allow customers to live where they choose dining experiences, without being physically in the restaurant itself.
And what about non-satisfactory customer experiences? In this case you would think that the opposite effect, that is to say, a disservice to the restaurant, because the client is sharing something that supposedly does not benefit. Stated as the traditional world, What about a customer who leaves tip?, We know if it's a matter of habit or because their experience has not been satisfactory enough to have that detail with the restaurant. The great advantage of the 'negative digital tips’ is that the restaurant, through a monitoring process, It has a tremendous opportunity to learn why a client has not had a satisfactory experience, taking actions and decisions needed to turn this negative tip in future positive tips.
Not all digital tips are equal, as they are not traditional tips, the latter basically differ in the amount, but first there is one element that makes them more or less transcendental, the digital transmitter relevance, It is not the same as someone who has thousands of followers and high interaction with them, another has a dozen and has started recently in these environments. No doubt thanks to the online reputation reverse the restaurant should inquire what kind of digital tip is the one that has obtained.
To end, I want to make it very clear, that tips are not mutually exclusive, I would not want any restaurant owner accused me of it and from here I encourage all my readers that if they believe they have obtained a satisfactory experience at a restaurant leave both a traditional or economic tipped as a digital tip.
I fear that when asked the waiter to a customer; “Are you doing a photo to the plate?” someone will answer saying…”no, I'm giving you a digital tip” with subsequent poker face employee, if not, time to time.
Above all, we must not forget that both tips are the result of the same element, the pursuit of culinary excellence in customer experience by the restaurant.
What do you think of digital tips? Leave a comment on the article or send me a tweet with the hashtag to @diegocoquillat #propinadigital…Thank you!