Industry Experts Say Restaurants Need More Technology
By KAREN ROBINSON-JACOBS / The Dallas
Morning News
May 24, 2010 The nation's restaurant industry – known
for being "high
touch and low tech" – must become more tech savvy or lose a future
generation of technology-minded customers, industry experts said Sunday.
"We've been slow, really slow" to embrace technology, said Wally Doolin, former chief executive of both Dallas-based La Madeleine and Carlson Restaurants Worldwide, the parent of TGI Friday's. "Now we find ourselves in a situation where technology starts to make a whole lot of sense."
In the 1970s and 1980s, with restaurant sales growing and labor plentiful, restaurants didn't need a lot of technology, Doolin told restaurateurs and technology vendors at the annual trade show of the National Restaurant Association.
Restaurateurs were comfortable with a hands-on business model, and many were wary that too much technology would create distance between them and their customers.
Today, the industry is overbuilt, and the number of young people eager to work in the industry is diminishing, according to statistics from the restaurant association.
As customers, young people increasingly use technology for almost everything.
The growth of the restaurant industry parallels that of grocery stores, said Doolin, who now heads Black Box Intelligence, a Dallas-based research company.
Years ago, grocers added technology to speed checkout, improve data collection, boost sales and improve razor thin margins, he said.
"That's what we're going to have to do," Doolin said, pointing to the range of technology options from online ordering to "kitchen display systems" used by chains such as Chili's to track the progress of a food order.
"All of us have to adjust to change in an incredibly fast way that your grandfathers never had to face."
Some restaurant operators said they've been cautious about adopting technology because of the bewildering array of choices and the speed at which new technology becomes obsolete.
"I am not a Luddite," joked Jeff Sinelli, founder of the Dallas-based Which Wich sandwich chain. He took some ribbing on a technology panel for his low-tech order entry system – a paper bag and a red Sharpie.
Sinelli said he was evaluating a number of tech upgrades and noted that the 110-store chain has online ordering available at about a dozen stores.
He wants to expand online ordering throughout the chain.
"These are important decisions," Sinelli said. "You want to make the right one."
Jim Knight, senior director of training and development for Hard Rock International, said the year-old Hard Rock Cafe Dallas is one of only five in North America with high-tech interactive tables that use Microsoft technology and allow visitors to view up to 1,500 digital images of memorabilia, such as letters from Paul McCartney.
Booths in the Victory Park outlet sport plasma screens that allow diners to vote on music video selections played.
"We decided to go more forward thinking with that one," said the rocker-esque Knight, sporting spiked hair and a pierced ear. "We've reinvented ourselves."
But Knight admitted that, from a return-on- investment standpoint, the Dallas restaurant has not delivered the sales burst the company had hoped for, largely because of slack traffic in Victory Park.
"People have not rediscovered that area," he said. "Once we get the people in, the response is extremely favorable, especially among young people."
"Where we still have issues is getting the word out that this is what we've done," he said.
"It's killing us that we've made that investment, and we're not able to do anything about that."
































