Razor-sharp margins, Vat, concern about the cost of living, and seasonality – just four of the challenges that, if not unique to the sector, are tougher for the food service industry than they are for others.
Nevertheless, while businesses in the quick service and casual dining industries do encounter these obstacles, the strategic implementation of technology can delight customers and drive increased revenue, said Ed Carty, chief executive of Captiva POS, which develops specialised cloud-based restaurant solutions including point of sale, online ordering, integrated payments, loyalty management and more.
This is not just speculation; it is backed-up by hard numbers, Carty said.
“We’ve got the data now, and it shows how our products are doing, from online ordering to QR codes,” he said.
Businesses implementing online ordering for delivery or using QR code-based ordering at tables see an uptick in average order value by as much as 30 to 40 euro.
Online or QR-code average ordering values have made a huge difference. We’ve seen orders go up 35 per cent in some places
“What it has revealed is that the online or QR-code average ordering values have made a huge difference. We’ve seen orders go up 35 per cent in some places,” he said.
QR ordering is a real winner for the sector, he said, and Captiva’s implementation takes diners to an interactive menu that allows ordering, not just a PDF of a menu.
“It’s called Captiva Connect. It connects their online ordering, their POS and the QR from the table, so the customer takes the order themselves from their own device,” he said.
This not only means the customer can order with ease, but it also drives efficiencies for the restaurant.
“It’s difficult enough for restaurants out there, with Vat and rising costs, bearing in mind that they had to swallow the Vat rise,” Carty said.
The right solution
At its core, Captiva’s offering means restaurants can get on with doing what they do best – cooking and serving great food – while the system supports them. As part of this, Captiva offers comprehensive solutions that handle everything from inventory management to customer engagement.
“In restaurants, if you get good quality, you feel satisfied. Quality wins through. Our engineers actually go in and install it and train the staff on how to use it. They’re not left on their own,” he said.
Captiva not only supports ordering and payments, including in store, online and over the phone, but has also added a full loyalty system and accounting, and interfaces with delivery platforms such as Deliveroo and Just Eat.
Carty said this demonstrates the importance of support and partnership in Captiva’s approach. More a partner than a software provider, it has a support team on hand to assist restaurants with any challenges they may face. This holistic approach, combined with Captiva’s data-driven insights, has positioned the company as a leading force in the restaurant technology sector.
“We’re busier and busier than ever. We’re really proud of what we’re doing. It’s important to say, we’re still a software as a service [SaaS] supplier, which means we don’t take a commission. We have a monthly flat fee that doesn’t rise, and that’s it,” he said.
Beyond the core platform, Captiva also provides a suite of tools designed to help restaurants optimise their operations.
“We can measure footfall in store, and we have tools for marketing campaigns, so you can compare one against the other and understand what is working and what is not,” he said.
Indeed, the flexibility means events – say a Champions League match – can be matched with a special offer and sent out via SMS.
This all amounts to a data-driven approach that empowers restaurants and quick service outlets to make informed decisions based on real-time insights, Carty said.
As a result, by leveraging Captiva’s platform, restaurants can gain a deeper understanding of their customers, optimise their operations, and ultimately improve their bottom line. With the ability to track sales, customer preferences, and inventory levels, businesses can make data-driven decisions that drive growth and profitability.
“It could be as simple as if things are quiet in store, or if, say, they have perishable stock that they need to shift, they can do it with a promotion,” he said.