Introduction

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CHAPTER TWO: TECHNOLOGY MATTERS

Introduction

Well-chosen technology investments can enhance guests’ experiences – providing them with more convenience, increased control, and improved service – and can produce relatively rapid ROIs. Before investing, consider:

• The powerful impact of technologies that can enable real-time feedback from customers and an immediate response from restaurants.

• Of nearly a dozen restaurant technologies, those which consumers say they value most – and how they are being used.

• How POS systems can be turbocharged with software that fine tunes service timing and scheduling, monitors food costs and staff performance.

• How restaurants are successfully engaging customers with online ordering, Web cams, iPhone apps, and mobile marketing.

	Introduction A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries American Express and the Restaurant Industry American Express Value Story
	Chapter One: Purchasing Powers Introduction Strength in Numbers Going Local Local Knowledge Purchasing Practices
	Chapter Two: Technology Matters Introduction Customers and Restaurant Technologies Taking Your POS to the Next Level Innovative Customer Interface Feedback on the Fast Track
	Chapter Three: Saving Green Save Your Energy Introduction Green to Go Baby Steps, Big Impact Marketing Green Briefing References
	Chapter Four: The Employee Equation Keep the Focus on Training Cutting Labor Costs Introduction Learning to Let Go: Trimming Your Workforce Legal Sidebar Building Morale in a Down Economy Morale-Building Ideas
	Chapter Five: Smart Marketing in Tough Times Communicating with Cautious Customers New Age Marketing: social networks and cell phones Introduction Sales Forces How To Sell More in a Slow Economy
	Chapter Six: Consumers and the New Value Equation Introduction Opening the Door to More Business Industry Outlook New deals: value and cost-conscious consumers
	Chapter Seven: Building Loyalty Introduction The Employee Connection Developing Loyalty – One Customer at a Time Turning Customers into “Members” The Power of Committed Customers
	American Express Restaurant Trade Program
	American Express Partners and Services
	Sources
	Acknowledgements

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