Once upon a time in the not so distant past, most considered ordering food via facial recognition either a gimmick that was unrealistic or just plain creepy.
But, times have changed and the restaurant industry must look to new tools and technologies to provide the premium service that keeps customers coming back through the door.
Biometric technology, such as facial recognition, offers this exact benefit. Today’s consumers value personalized experiences with their favorite restaurants. Everyone wants the “VIP treatment”...especially regulars. Facial recognition programs are making it easier for restaurants to do this, even when short staffed.
VIP’s who have enrolled in the loyalty program and opted-in to using facial recognition can instantly be recognized upon entering the restaurant. In fact, certain integrations allow a customer’s profile to instantaneously pop up on a FOH computer or handheld device. Employees can use the technology to greet customers by name, ask how they’ve been since their last visit a few weeks ago, and offer to get their usual order started.
Once it comes time for them to pay, a rewards profile is automatically loaded — eliminating the need for an app or loyalty card — and any discounts a customer is eligible for are automatically added to the bill. They can easily pay on their phone without having to wait in line at a cash register or wait for the bill.
Soon, facial recognition will help operators understand how customers truly feel about their food and the service by anonymizing and aggregating their emotional responses from the moment they sit down to eat to the time they stand-up to leave. If a restaurant is testing a new dish, for example, facial recognition can be used to assess the customers reactions to each bite and adjust their menu, increasing the likelihood of customers coming back for more.
The market for facial recognition access control technology is growing rapidly, but so are the privacy concerns that come with it. Data—who sees it, where it’s stored—is definitely one of the challenges that has to be addressed in order for facial recognition to become a more widely used way of ordering. Surprisingly, however, so far it doesn’t appear to be raising too many concerns for businesses.
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