IN ASSOCIATION WITH


Speed of service when ordering Accuracy of order


Quick delivery of courses


Speed of payment A friendly manner


0 0.5 1 1.5 Ranking


Please rank the main factors that slow service/ table turning in your establishment


Ordering Delivery of courses Ordering additional courses Requesting the bill Paying 2.62 2.60 2.84 3.23 3.08


0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 Ranking


www.thecaterer.com


who will walk out of a bar rather than brave a big queue – founded the mobile ordering com- pany when he couldn’t get poolside service on holiday. He says the survey findings reflect Wi-Q’s experience, but he accepts that he may have to wait a little longer before mobile fully penetrates the food and beverage sector. He points out that most survey respond- ents are mulling over mobile apps. Given his HTML5-based product requires no app devel- opment, Cornhill believes that’s a mistake. “People focus on apps, because that is what they see on their phone,” says Cornhill. But he reckons people are unlikely to load mul- tiple ordering and payment apps onto their phone. He thinks a single universal solution is more sensible.


“I walked into a well-known coffee chain a couple of months ago. It had signs every- where telling people to beat the queue, down- load the app. Yet there were 10 people in the queue. Nobody was using it. But everywhere has Wi-Fi. That is the first thing people ask for when they come into your bar or coffee shop. If you can hijack the moment they access Wi-Fi and force the menu onto their phone, they will use it,” Cornhill claims. “You will have cracked it.” He also thinks chains such as McDonald’s


are wasting money on touchscreens: “The hardware is already in people’s pockets.” But Cornhill says that McDonald’s is right to recognise that quick-service restaurants are losing “incalculable” amounts of money because people can’t be bothered to queue. He thinks theatres, stadia, and airports are ripe for mobile ordering because they deal with high volumes of customers with


2.36 2.23


Please rank the main


priorities for your guests in terms of customer service/experience


2.83 3.03 2.07 2 2.5 3 3.5


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