Adding a self-service kiosk to your shop is a great way to simplify ordering and improve efficiency, but what do you need to know if you’re considering purchasing one?
For the majority of customers these days, using technology to order food is a given. Therefore, adding a self-serve kiosk isn’t the great leap of faith it was once viewed as. By putting customers in charge of their own ordering you’re not only reducing wait times and taking more orders - according to Flipdish its kiosks can process up to three orders per minute at busy times - you’re also improving staff productivity by freeing them up to focus on service and sales. What’s more, most operators see an increase in the average order value when customers use a kiosk - Flipdish customers report an uplift of up to 31% - which means the technology could very quickly pay for itself. So what do you need to bear in mind? Firstly, the cost of the units. A few years back the average cost of a kiosk was around £7,000, making it only really an option for the larger chain restaurants. However, as demand has risen, hardware manufacturers have been able to bring the price down. Jason Bailey, sales manager at PanaEpos, comments: “We are now able to offer them fully installed and programmed for around £2,500 which makes them more accessible for an independent.
out and doing demonstrations and showing the software and how it works and performs.” Next, consider the kind of kiosk you want. Whether this is a countertop, a wall-mounted, a free-standing floor mounted, a double-sided or an external vandal proof model will very much depend on the space available. Either way, think about where to position your chosen unit. Paul Goodgame, managing director at The Chesterford Group, discovered recently how much of an impact this has on how often they are used and their earning potential at his Churchill’s and Fish ‘n’ Chick’n sites. Paul comments: “Whilst self-serve kiosks have worked well for us, out of ten we’ve rolled out there are a couple that haven’t worked in sites that are busy because they have to be in high visual areas. As you walk in the door you want them to be disruptive so it’s the first thing the customer sees, but you have to balance that up with making sure that a family of four standing in front of the screen doesn’t disturb the flow of your normal customers queuing up at the counter.” To get the most from a screen or kiosk, Carl Harris, managing director of Gardiff Epos, says it’s important that it works seamlessly with
Consequently, over the last three years, our kiosk installs have doubled year-on-year.” If cash flow is looking tight or you just want to reduce the initial outlay it’s also worth asking if the manufacturer offers a lease option as most do. You also need to bear in mind the quality of the hardware and the software you are purchasing and don’t assume they are all the same. Steve Luicuex, sales director at Epos Ready, comments: “You want good functionality and reliability so that it delivers on quick service, that’s the whole point of using kiosks, you want it fast so that customers don’t get frustrated and join the queue for the counter. Good hardware running reliable operating systems is key so ask what kind of warrantees it comes with and how do you know this will last you a long time?” When it comes to software, you want something advanced, that can offer features such as upselling to boost customer spend, and that further down the line can continue to be added to so you can keep driving business through these units. Steve adds: “Spend some time getting to know the manufacturer and the technology. The one thing we insist on is going
APRIL 2022 - FRY MAGAZINE
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