5 Ways to Turn Your Kiosks into Brand Assets
You’ve invested in self-order because you’ve seen proof of the results.
Self-order boosts check averages. Partly because of Intelligent Upsell®. And partly because once all options are laid out in front of them, people tend to order more customized add-ons. Self-order speeds up service time. And it’s been shown that just a 7-second reduction in service times at fast food concepts can boost the company’s market share by 1 – 3%.
So how do you lean into your investment? How do you make sure your guests use your kiosks, and how do you leverage your kiosks to maximize guest loyalty? Here are a few tips on how to use your kiosks not just as tools, but also as brand assets.
1. Host a "Grand Re-Opening".
Why not turn the technology roll-out into an event? Spread the word on social, invite foodie influencers, and let your local news crews know about the unveiling. A launch event is a great way to drum up press and interest.
2. Don't keep guests guessing.
You want people to use your kiosks, so make it easy to see where and what they are. Placing kiosks at the counter - where guests are used to ordering - is key. Use attention-grabbing signage to guide guests through the ordering flow. And stagger the kiosks to allow space for privacy during transactions.
3. Get your team excited.
It’s critical to get your whole team on board: show them how self-order improves both guest and employee experiences. Explain how interactions between staff and guests become even more valuable once repeated, transactional tasks like ordering are automated. That way, if a guest needs their help, they'll not only know how to help, but they'll be happy to.
4. Showcase the self-order experience.
As restaurant chains grow, they invest in top quality photography and video that memorializes the key elements of their brand: their food, their people, their culture, their customers, and increasingly, their technology. Weave self-order into all your marketing: your brand videos, commercials, website, social. A well-designed self-order experience is a differentiator, so don't forget to promote it as part of your brand identity.
5. Co-launch other guest experience technology.
Ditch your stamp cards and try out a digital loyalty program? Launch a loyalty program that integrates seamlessly with your kiosks. Your customers will have double the incentive to repeat their visits.