The Evolution of Catering Technology in Restaurants
In a recent episode of "The Catering Cage," host Erle Dardick spoke with Brett Spiegel, VP of Direct Ordering at Checkmate, about the evolving landscape of catering technology in the restaurant industry. Spiegel, with his background in digital ordering solutions, shared valuable insights into how restaurants can leverage technology to enhance their catering operations.
Spiegel emphasized the importance of treating catering as a distinct channel that requires bespoke solutions. He noted that while many restaurants simply adapt their existing online ordering systems for catering, there's a significant opportunity to create tailored experiences for both customers and staff. This includes developing intuitive interfaces for placing large orders, managing prep times, and handling unique aspects of catering such as equipment needs and lead times.
The conversation highlighted the critical role of back-end systems in successful catering operations. Spiegel stressed the need for robust order management systems that allow sales teams to input data in real-time, generate proposals and quotes, and manage customer relationships effectively. He envisions a future where AI and voice recognition technologies could streamline these processes further, potentially allowing for spoken data input and automated customer service interactions.
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Data consolidation emerged as a key trend in the industry. Spiegel explained how bringing together data from various ordering channels - including app orders, catering orders, and phone calls - can provide restaurants with a more comprehensive understanding of their customers. This holistic view enables personalized service and helps identify high-value customers who may use multiple services offered by the restaurant.
Looking to the future, Spiegel sees potential for AI to transform various aspects of restaurant operations, from order-taking to customer support. He suggests that while AI may not necessarily reduce labor needs, it could allow for more strategic allocation of human resources, freeing up staff to focus on higher-value tasks such as in-person hospitality and catering sales.
The discussion concluded with a call for continued industry collaboration and knowledge sharing. Both Dardick and Spiegel emphasized the importance of understanding operator needs and designing solutions that address real-world challenges in the catering space. As technology continues to evolve, the focus remains on creating tools that make it easier for restaurants to expand and optimize their catering operations, ultimately driving growth in this profitable channel.
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