Business What is Wi-Q?


Wi-Q is a mobile ordering system that also allows use of any payment system. It can be fully integrated into EPoS systems, but Graham Cornhill, founder and chief executive of Wi-Q, says EPoS operators shun opening APIs for fear of losing business. He thinks that problem will recede, but for now, advises a ‘stepping stone’ solution, ie, putting a Wi- Fi-enabled printer next to the EPoS system, meaning customers can order and pay via their device. It also facilitates access to other menu information, such as allergen details. This functionality is increasingly important, given mandatory nutritional labelling.


Instant menu access at the Lion Inn


Moving to mobile


We are glued to our phones. We don’t like queuing. Make guests wait too long, and they damn your service on TripAdvisor. So why isn’t mobile ordering and payment mainstream? Is it time to ring the changes, asks Brendan Coyne


U


The Lion Inn in Boreham in Essex handles between 400 and 1,000 covers every day. With an open-table policy, diners often wait an hour for a table at busy periods, queuing again to place food and drink orders at the bar. Owner Clive Thompson realised this was illogical. “Considering our options, we didn’t


want the user restrictions of an app,” says Thompson. “Wi-Q can be accessed instantly via any Wi-Fi-enabled device. It’s simple and has wide-ranging benefits – from ease of use, to allergy-specific ordering and, of course, ending the need to queue at the ordering point. We also like that we can add specials and limit restricted order items to the menu.” Thompson claims there has been


brilliant feedback. “So if the customers are happy, then we are delighted.” Thompson states the Lion had a 15% uplift


in beverage sales within the first month of implementing the system. He also says waiting times are down, customer satisfaction is up and tables are turned around faster.


K mobile commerce stood at £17b in 2015, according


to Worldpay. The firm predicts that this will double by 2019 – yet you don’t see many people using their phones to order and pay at restau- rants. Research con- ducted by The Caterer in partnership with mobile ordering and pay- ment firm Wi-Q suggests that change may be coming.


NO 6%


Do you see mobile technology playing a role in your business in the future?


YES 94%


Around 20% of 159 operators surveyed – from small independents to large groups – already use an app as a customer engage- ment tool. Around 50% plan to use one. More than 90% see mobile becoming more impor- tant to their business, while a simi- lar proportion are investing to improve customer experi- ence and speed of service. Those deploying mobile ordering technology, however, remain few. Fear of failure and of technology head- aches are the main barriers. Respond- ents perceive mobile ordering as too com- plicated and too expen- sive, and they have doubts as to whether customers would actually use the facility.


NO 33% www.thecaterer.com


Also on the cons list was the big worry; whether mobile ordering will integrate into operators’ existing back-end systems. Anyone who has been through a sys- tem upgrade or tech- nology roll-out will understand such misgivings. Technical teething issues aside, staff may not warm to change. Spending money on proprietary technology can


also backfire.


Do you think that customers are less tolerant of waiting to order or queue with the advent of social media?


The integration issue in particular is a valid concern, according to some mobile order- ing technology providers, who blame EPoS companies for holding back APIs (applica- tion program interfaces) and therefore hob- bling market development. But such negatives must be weighed against positives, such as faster, more accu- rate service and table turnaround, reduced pressure on


wait


YES 67%


staff, higher through- put and potentially improved customer satisfaction and loyalty. Naturally, mobile solutions providers believe the pros far out- weigh the cons. Graham


Cornhill is founder and chief executive of Wi-Q. Cornhill –


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6