SUPPLIER OPINION Why apps are archaic
Why ask diners to download, update and store multiple apps when there’s a one-stop solution, says Stephen Kennedy, non-executive chair, Wi-Q
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n today’s fast-paced world, our expectation to be able to use our mobile devices for more transactions continues to grow. The hospi- tality industry is not excluded from our impa- tience; we want to be able to order from our table and settle the bill using our mobile device. I believe the current solution of order- ing and payment apps will become obsolete. Apps use memory, need updating and require log-in. Brands have demonstrated a desire to have their own app, but consumers don’t want multiple apps. HTML technology has moved forward and can deliver a ubiquitous solu- tion like Wi-Q, where consumers can access a branded, user-friendly ordering and payment solution via Wi-Fi from any mobile device. Instant access to an integrated solution is the way forward, and venues that fail to give their customers the choice of how they browse, order and pay are going to lose out in this technology race.
Wi-Q is the ultimate hospitality direct payment solution
Customer experience remains an important criterion for consumers choosing where they want to eat. Dishing up delicious food, creat- ing perfect ambience and providing outstand- ing service is often forgotten in the blink of an eye if it takes 20 minutes to pay at the end of the visit. Providing customers with an alterna- tive is the answer, and if it can be done from the comfort of their chair, then even better. This is where Wi-Fi and mobile devices come into play. Historically, the forward think- ers in the hospitality industry have sought solutions from apps. Brands have adopted their own apps, reminiscent of the days of the loyalty card, and while these apps have been seen to offer marketing opportunities, cus- tomer preferences have often been cast aside. Nobody wants a purse bulging with loyalty cards, and consumers don’t want to waste memory on storing apps. Add the inconven- ience of frequent updates and the need to log in and you can appreciate why an alternative solution is becoming the people’s choice. HTML technology can deliver an omni-
present solution like Wi-Q, which allows con- sumers to access a branded, user-friendly ordering and payment solution instantly via Wi-Fi from any mobile device. Labelled as ‘the queue-busting solution’, Wi-Q is an inte- grated Wi-Fi platform aimed primarily at cater- ing and hospitality sectors. Through wrapping around and enhancing traditional app technol- ogy, Wi-Q vastly improves the customer expe-
“Labelled as ‘the queue- busting solution’, Wi-Q is an integrated Wi-Fi platform aimed
primarily at catering and hospitality sectors”
rience. Unlike an app, Wi-Q carries no capital expenditure and customers can browse the menu, order, add food and drink items and pay from any mobile device or laptop with no need to register or log in. As a web-based plat- form, Wi-Q is the only solution on the market to be able to offer complete integration to every venue, from point-of-sale to payment. In trials, venues reported an average 15%
uplift in beverage sales within 28 days of introducing Wi-Q, customer feedback was consistently positive and quicker customer turnaround was recorded.
Because it is controlled from a central portal
that can either be integrated with the venue’s EPOS or offered as a standalone solution, it can easily be tailored to the company’s needs. This could mean pre-order, takeaway, healthy eating options, gluten-free diets, or children’s menus – there really is no limit to the capabili- ties of Wi-Q in the hospitality sector. For more information, go to
www.wi-q.com
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