Guest Blog | Dell Technologies
Mobile is the New Normal
With February standing as the lone month to celebrate Black History, many Black-owned restaurants are experiencing heightened traffic through their doors. In 2020, people across the country came together to support local restaurants that faced having to close their doors for good due to the pandemic. Among the local restaurants, were Black-owned restaurants that needed a bit more financial support than the average franchise or chain restaurant. Some cities, including Portland, have adopted “Black Restaurant Week” to support the Black-owned restaurants that have been staples in the communities for decades. In 2023, restaurants that survived the loss of business have had to adjust to the industry’s new normal of having more flexible, mobile options.
During Black History Month, Black-owned restaurants can prepare for the increased business by operating with technology products that will help provide the best service to incoming customers. The average customer prioritizes timely and friendly service, in addition to tasty food options on a menu. To provide the quickest service possible, it is recommended that the technology that is used to run the day-to-day operations is updated every 5-6 years. In a restaurant, point of sale systems are the bread and butter (no pun intended) for payment options. In previous decades, restaurant owners have dealt with only operating business from bulky cash registers and systems that lagged when trying to do basic functions. Those days are long gone. Over the years, Elo Touch Solutions (a Dell Technologies partner), has worked to create quick, modern, and minimalistic models for the restaurants that care about simple and aesthetically pleasing systems. These systems include kiosks and handheld mobile devices, that assist with reducing the length of lines during busy times of the day such as lunch and dinner hours.
A busy lunch line that is almost out of the door. There are cashiers up at the front assisting customers as quick as they possibly can, however, the line continues to lengthen which affects the customer service. Customers begin to grow frustrated with the wait time, and tension begins to build. The cooks are doing their best to cook the food and serve it accurately based on each order that was placed. There are few employees tasked with assisting during lunchtime. They pick up their mobile devices and begin assisting customers in line. Having mobile options give the opportunity for more cashiers to engage in one-on-one conversation with each customer, while also providing personal recommendations from the menu that the customer wouldn’t traditionally order. Customers are more likely to ask questions and there’s not as much pressure.
For the customer that doesn’t have much time during their lunch break, they are likely looking to place an order to carry back to work. Having a kiosk available, gives them an option to place the order independently instead of spending additional time waiting in line.
Black-owned restaurants have an opportunity to compete with large restaurant corporations. This is the perfect month to embark on a journey of growth, and technology can be used to lead the way. | Lechelle Delaughter, Dell Technologies