This post describes the fifth session of the Restaurant Design module, within the University Diploma in Restaurant Management, at the Center for Entrepreneurs of the UCA (Argentine Catholic University). This class analyzes the digital transformation of the restaurant and the gastronomic business. How technology can help transform the business, both from the operational side and from the perspective of the customer experience.
Digital transformation: keys
The digitization process affects all areas of the business. A first classification could be made between: front office processes (more involved in the customer experience) and back office (all operations and internal management):
Although the benefits to the business are clear, not all profiles are suitable to embrace the digital transformation of the restaurant to the same extent. Depending on your degree of digital maturity, it will be advisable to delve more or less into these processes. Generally, the door of entry occurs through the means of payment, due to market pressure. Followed by financial management systems and communication.
Not being digitized is just as harmful as being digitized inadequately, since in this case redundant processes, management errors, and frustration are generated. On the contrary, good management of the digital transformation of the business (which can be carried out on any scale, no matter how small), directly results in cost savings and an improvement in online reputation.
Design of the digital experience in restaurants
If in the past it was estimated that having a business website was enough to be digitized, today the possibilities have been greatly expanded (and also the requirement). Through the presentation of several cases we will show how it is possible to innovate in the different areas of the restaurant business. From the management of supplies and stocks, to the musical atmosphere of the space.
We also expose how the creation of the content is no longer only the responsibility of the business, but also of the client. This conversation is going to take place in any case, so it is best to be present in it and manage it. Therefore, we speak of co-creation and two-way communication.
The restaurant’s digital transformation strategy involves defining priority areas. And execute said strategy through the necessary support tools, in a coordinated, measurable and constant manner. Without forgetting that everything that is done in the digital field must be consistent with the gastronomic offer, the image of the place and, ultimately, the look & feel of the business.
The full presentation used in the classes can be found here:
Class 1: Gastronomic business and innovation
Class 2: Brand, typologies and infrastructure of the restaurant
Class 3: Keys to restaurant design