First published on June 20, Saturday
“We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people.” –Pierre Omidyar, Founder eBay
I will be the first to admit that while I appreciate the ease and convenience offered by modern gadgets and gizmos, I am definitely not digitally savvy. I still find myself weaving through the World Wide Web, as I occasionally check Facebook, Twitter, and Instagram with occasional posts when time permits. At the same time, I do realize that I need to “upgrade” my skills in order to be more connected with peers and the community.
Establishing a Digital Presence
However, this is even more crucial for foodservice establishments. This brings to mind an article I wrote circa September 2011 for F&B World that emphasized this. Taylor Nelson Sofres (TNS) Philippines Managing Director Gary de Ocampo stated then that “based on research, there is growing evidence that Filipinos will really become more digital and mobile-based in the very near future. That is the direction.”
At that time, not all foodservice companies had taken that step, counting on strong brand equity to see them through. Flash forward to 2015 and we are in the midst of a digital evolution, as we push the boundaries of where online portals can take us. Today, it is these foodservice companies with a presence on the web, which possess the stronger brand equity.
The Customer Experience
The 2015 Digital Trends Report published by Adobe, together with Ecoconsultancy, emphasized that the importance of technology, data, and skills should not be underestimated. “The right direction from the top of the business and a conducive business environment are fundamental to success. A well thought-out approach is becoming even more important in a world where mobile devices and even wearable technology mean that the digital and physical worlds are no longer separate,” disclosed Adobe VP EMEA Marketing Mark Phibbs.
Customer experience is seen as the stand-out imperative for 2015 and beyond, with 22% saying it is the single most exciting opportunity this year
The emphasis on customer experience has led brands to focus on customer satisfaction at every touch point to foster loyalty. “Businesses are marrying together datasets, technological infrastructures and operations, often for the first time, in order to provide the perfect experience for consumers,” the report stated.
What App
A number of companies have long recognized this and created ways to include customers through mobile technology. While mobiles may not be the most exciting platform for digital marketers, it is a conduit that enables many other initiatives.
“Despite ‘the year of mobile’ being firmly in the past, we all know that Smartphone and tablet adoption continue to fundamentally change how brands engage with customers. In order to make the most of it in today’s environment, mobile should be a core competence that can be built upon, rather than a standalone special feature.” (Digital Trends 2015)
Krispy Kreme Philippines and Mobext launched the Krispy Kreme App this year, the first of its kind in the region that offers an order function, delivery or pick-up options, loyalty program, e-coupons access, and store locator amongst others. This is a strong recognition from the company that mobile apps are a useful tool to connect with their target market.
Zomato Philippines also recognized the increasing importance of the digital platform, when it conducted its first restaurant summit, focused on “Conquering the Digital Age.” They also unveiled their new application that works with user and Zomato’s database to direct customers to their desired restaurant. AVP for Sales Prashant Kala was excited about the turnout for their first summit and how their future plans could include table reservations and delivery service, perhaps still tied to their newly launched app.
What’s Your Fancy?
What else can we expect in the future? Geo-targeting technology has made use of mobiles to create more customer engagement. Some examples include a mobile application like The List, a handy tool that makes it convenient for customers expecting long wait times at restaurants to get updates via test messages when their table is ready.
The New York Times article China’s Long Food Chain Plugs In by Alexandra Stevenson and Paul Mozur provides an interesting insight on how China is using technology to overcome food safety issues. “The founder of the computer maker Lenovo started Joyvio, the agricultural company that tracks kiwis and other fruit from planting to delivery. The Internet giant Alibaba directly connects consumers with farmers via an online produce-delivery service. A gaming entrepreneur is running a pig farm on the side. And Baidu, the country’s leading search engine, is developing a “smart” chopstick that tests whether food is contaminated.”
Wi-Fi monetization may be on the rise for food and beverage marketers. Subway Restaurants launched a new rewards program in Northern Ontario, Canada that urges customers to opt in their Wi-FI networks for free items and additional rewards.
What Works For You
Media mogul Rupert Murdoch once said “the Internet has been the most fundamental change during my lifetime and for hundreds of years.” Perhaps more than the internet, it is the emergence of digital influences from a variety of sources that makes marketing more challenging than ever.
For foodservice players, embracing their current culture and embarking on ways to share content with their markets has become just a bit more exciting. As times and trends quickly change, it is up to digital marketers to keep up with the latest developments and opportunities, while creating connections that are organic to their operation.
Photos from Mobile Commerce Daily and iTunes