FRONT-OF-HOUSE


“WE ALREADY UNDERSTAND THE DATA POINTS OF THE SELLING OF THE FOOD AND TECHNOLOGY IS PUSHING THROUGH TO CONSUMERS IN A WAY IT HASN’T BEFORE”


is on the ordering side, through the POS system,” he adds. “There, we can get many data points that go into the cooking of the food. We already understand the data points of the selling of the food and technology is pushing through to consumers in a way it hasn’t before, but there are still points where the chain gets broken because a machine or a piece of data doesn’t interact in the right way.” POS systems have advanced in


Customers are more open to using technology since the Covid-19 pandemic


recent years, tracking sales and sending data through to inform menu choices and the ordering of ingredients. It can track what sells well on certain days and even when weather conditions change, thanks to the power of big data. That fl ow of information has helped businesses adapt to the takeout and delivery models that have been so important during the pandemic.However, as we emerge from the restrictions on travel and social interaction, there will be a resurgence of interest in the experience of dining out and meeting people in the fl esh. That, too, will be shaped by digital technology.


The immersive experience At inamo, which runs two restaurants in the heart of London, UK, every aspect of the dining experience is infused with technology. Interactive projections on the surface of guests’ tables enable them to set the mood, discover the local neighborhood, play retro games, view a live chef-cam feed, and even draw digital graffi ti. “From the start, we have always been an experiential concept and when we opened our fi rst restaurant in 2008 we were talking about the guest experience, which has since become en vogue,” says Noel Hunwick, marketing director and co-founder of inamo. “It has always been about that, which is why we have come out of lockdowns in a positive way – people are looking for that and are willing to travel for an experience. From the start we said it should be fun and functional.” Using tabletop technology, guests can order or request their bill whenever they want, and access functions that create more of a theatrical experience, whether through video feeds or games. “Some people play with the tech throughout the meal, but it is also to remove some pain points, like ordering and paying,” says Hunwick. “We’re taking some of that off the serving team’s plate. We can also track the servers’ performance, get feedback and see if they have upsold any items. They can focus on looking after guests rather than running items through the till.” “When we fi rst talked about it 16


years ago, people questioned technology in a social space, but we have created a convivial atmosphere – a buzzing place – enabled by the technology,” he adds. “People are comfortable with ordering via the table now. We provide the tech, rather than people using their own devices.”


Rise of the robots At inamo, the serving staff are freed from mundane tasks to focus on service. The same is true in the senior living facilities


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