Restaurateurs know the food world is one of the toughest, most competitive industries. To succeed, managers need effective strategies to boost revenues and enhance the customer experience. One way that restaurateurs prompt customers to spend more is by implementing self-service kiosk ordering systems. Successful deployment of these tools requires a nuanced understanding of upselling and promotion. A few simple tactics can help optimize your self-service kiosk to increase sales and engage your customers effectively.
Provide Clear Messaging
Did you know kiosks can get customers to spend 20-30% more on average? Clean, clear, and bright designs throughout your menu are key to making the best use of your kiosk ordering system. Your kiosk is not an archeological site. Your customer should not have to dig to find your treasures. Make sure your products are displayed clearly on your kiosk’s screens.
Low-quality images will do more harm than good. The visuals should catch your customer’s eyes and make their mouth water.
Keep descriptions short and clear. Use humor or alliteration (don’t skimp on the shrimp!), but keep it within reason. Less verbiage usually equals more sales.
Pricing information should be clear, obvious, and presented in a way that highlights the excellent value customers are getting. For example, “a whole rack of sweet ribs, just $20!” Signature dishes and chef’s specials should be displayed prominently, highlighting exactly what makes them unique.
Optimize Your Deals
Once your sleek kiosk ordering system is set up and grabbing your customer’s attention, it’s time to think about upselling. Combo meals are a tried-and-true upselling strategy. Letting your customers know they can save money by adding cornbread and a beverage to their ribs boosts your sales as well as their satisfaction.
Fear of missing out, or FOMO, can also be a powerful motivator. Limited time offers encourage your customers to buy now before you run out. Cross promoting dessert with entrees or milkshakes with burgers is an excellent way to let your customers know about new menu items they may not have heard about before.
A kiosk ordering system can help prompt an upsell with every order. A quick suggestion to add a side or a drink will boost sales over time—but don’t overdo it! Customers don’t like pushy salespeople, even when they are dealing with a machine.
Curious about the impact a kiosk ordering system could have on your restaurant? Take a moment to download our free eBook: “Restaurant Kiosk Solutions: Boost Revenue and Streamline Operations”
Promote Your Kiosk Ordering System
Once you catch your customer’s eye, you need to make it easy for them to figure out self-service kiosk ordering. Make the most of in-store signage to inform customers about the convenience and benefits of kiosk ordering. These include benefits like quicker service and exclusive offers.
Social media and email marketing can be powerful tools for promotion. Posting pictures and videos of your kiosk ordering system to highlight specials and encourage customers to come in and use it for themselves. Send targeted emails to your subscribers featuring kiosk-exclusive deals, seasonal promotions, or new menu items.
Finally, the kiosks need to be easy to learn for first-time users. On-screen tutorials and prompts should take the guesswork out of ordering. The easier it is for customers to use, the more your sales will benefit.
Ongoing Improvements
Like anything in your business, kiosk ordering systems should not be allowed to stagnate. You should always be looking for ways to improve. One of the most important ways to continually improve is to ensure that your kitchen and service staff are aware of the upsell strategy. Encourage staff to make relevant suggestions to customers verbally, too. Friendly and knowledgeable staff are key to ensuring the success of your new technology.
Create a system to get regular feedback from both customers and staff. This feedback will prove to be invaluable as you refine your upsell strategy and make it more effective over time.
Experiment with different layouts, images, and wording on the kiosk screens. Analyze the results to see which approach works best. Change only one variable at a time so you know exactly what made the difference. Put it all together and monitor the performance of all aspects of your business connected to the kiosks. Track the impact of your upsell strategy. Make adjustments based on the data you collect.
A Kiosk Ordering System Your Business Can Count On
Like race cars, restaurants are not just about the equipment. Having good equipment is vitally important. But that excellent technology needs sound strategies to significantly elevate the performance of your kiosk ordering system.
Providing clear messaging to your customers in-store and online will help them feel comfortable and confident using your kiosks. Getting feedback, training your staff, testing your messaging, and monitoring the results will help you get the most out of your self service kiosks. To learn more about kiosk ordering systems from a leading provider, contact the experts at NCC.
