I took months researching a new theory about the disruptive impact that technology is having on the restaurant industry. I would like to share with my readers, in this article, A brief summary of these new ideas.
To understand the disruptive process in restaurants, it is necessary to analyze it from a historical perspective, identifying key elements in the relationship between customers and restaurants.
During the twentieth century, This relationship is based mainly on three aspects:
- unidirectional: The beginning of the relationship has been basically in one direction, Restaurant customers, since they are the ones who decide the right time to start your dining experience.
- limited: It occurs only during consumption of the product and service, starting and ending in the restaurant itself.
- Presential: the physical presence of the customer in the restaurant is necessary for the relationship takes effect.
But it is from the XXI century, mainly with the incorporation of new technologies that affect digital conversion process, when for the first time in history, the three basic elements of this relationship are affected and transformed in a disruptive manner while, definitely changing the future of the relationship and making it:
- bidirectional: The beginning of the relationship also occurs, Restaurant customers, as these begin to participate in personal relationships based on digital environments, mainly through social networks, providing information, interaction and talk to customers.
- Unlimited: The relationship is expanded and digitized, it is no longer limited solely and exclusively to the customer's face-to-face experience, it starts in most cases in digital environments, in the inspiration step, It moves to the eating experience and continues through digitization stage reputation.
- No presential: The physical presence of the customer is no longer necessary in the restaurant to interact with him, digital environments allow this relationship can practically carrying out all stages, if we exclude the gastronomic, this becomes the great challenge of the future, be able to translate sensory experience through technology.
This paradigm shift, causes the appearance of what I have called the RESTAURANTS UBIQUITOUS, whose main characteristic is to be able to respond to the demands of this new environment, where customers are mobile, accessing information when and where they want, and have connectivity with other users.
In this new context, the challenge of the ubiquitous restaurant, It must be the use of technology to be able to interact with their clients at the same time in different digital and face-to-face environments, because the new customer is choosing where to live your dining experience.
further, the restaurant has to understand that the customer relationship is moving, customer experience is no longer limited by location, the scanning process allows this point to how, where and when, since it has enough for this technology and this changes the static view we currently have restaurants.
The challenge for the industry, It begins by assuming that the restaurant door is not wood nor crystal, It is often, It is already digital.
To be continue…