Get the most out of guest payments
Throughout the past few years, making payments easier for consumers has been a key focus in restaurants. Payments have become faster and contactless while involving less interaction with staff. These changes have benefited restaurants too, though there is room for improvement. For instance, the ubiquitous QR codes that enable ordering and payment at the table may result in multiple credit card purchases per table when a guest decides to add a drink or a dessert to their order. Restaurants are then left to pay a processing fee each time a card is swiped.
Fortunately, payment technology is evolving for restaurants in ways that help maximize efficiency and minimize the accumulation of expenses. For example, middleware payment processors are allowing operators to keep guest tabs open and minimize the number of times a guest has to swipe their card at the table. Limiting the number of card swipes per guest may have the added positive effect of encouraging higher tabs as well. Payment technology is also helping restaurants make the most of any customer information they collect. For example, omnichannel tokens that enable customer payments across multiple channels make it possible for restaurants to gather helpful information about a customer – even if the guest hasn’t joined the restaurant’s loyalty program. Food On Demand reports that the technology enables a restaurant to analyze a guest’s behavior across channels, so while the restaurant may not know who the guest is, it can see when and how often the person eats in the dining room and places an order online. At a basic level, this can help feed an operator’s decisions on menu, promotions and staffing. |
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