Article contributed by Ravi Pratap Maddimsetty, CTO, Beaconstac
QR codes have been around since 2010, but they didn’t catch on for mainstream use in North America until the 2020’s. Then came the pandemic, and usage rates skyrocketed as restaurants turned to the technology to continue operating safely with contactless service.
Now that many restrictions have been lifted and restaurants around the country are welcoming back diners in full force, QR codes are no longer primarily a safety solution. Restaurants can leverage QR codes to deepen loyalty, engagement, and customer satisfaction. As the hospitality industry gears up for a post-pandemic rebound, here’s how restaurant owners can use QR codes to win new and repeat business.
Provide Safe, Digitally Enhanced Self-Service Dining
Restaurants must be prepared to accommodate diners’ varying comfort levels as they return to restaurants this summer.
While widespread vaccination has prompted many establishments to remove mask and social distancing mandates, the threat of COVID-19 transmission is still a concern among unvaccinated diners and staff. QR codes remain a safe contactless service option for people who don’t feel comfortable interacting in close contact.
Most diners have gotten used to scanning a QR code to read the menu during the pandemic, but that’s not the only way restaurants can use QR codes to streamline service and minimize staff contact. QR codes with point-of-sale features can also facilitate contactless…
- Ordering: After scanning the menu, diners can order directly through the website.
- Payment: Diners can pay upon ordering, which makes mobile payment easy.
What’s more, restaurants everywhere are grappling with staffing shortages amid a summer season doubly busy thanks to vaccination. QR codes can help waitstaff better manage high diner volumes.
Use QR Codes to Drive Engagement and Loyalty OpportunitiesÂ
Restaurants can turn one-time diners into repeat customers by using QR codes to promote additional deals and services.
Diners normally have to take action to learn about a restaurant’s offerings – call, visit the website, or browse social media pages. QR can seamlessly connect diners to your digital marketing materials with just a quick scan.
For example, you might keep a QR code for your happy hour menu on each table all days of the week so that diners who are interested can scan it and return later. Or you might advertise a 15 percent discount on orders if diners sign up for the rewards program, which they can do upon scanning the code.
QR code touchpoints aren’t only limited to diners. You can place them on boards outside your restaurant to promote offerings like weekend specials and catering deals to passersby as well.
A Digital, Tableside Opportunity to Ask for Customer Feedback
Restaurants have adopted many innovative solutions to keep diners safe and business afloat throughout the pandemic. As your restaurant introduces new features, from menu items to outdoor seating areas, you’ll want to know what your diners think.
Asking for feedback in the hospitality industry can be tricky, however. Most feedback funnels in through public review aggregation sites like Yelp and Google, but you may prefer to hear what your diners have to say privately so you can improve.
QR codes allow restaurants to proactively ask for feedback with a minimal lift on behalf of diners. On each table, you can put a QR code that invites diners to voluntarily fill out a survey or leave any comments or suggestions.
Feedback can be especially helpful as your restaurant revises its COVID-19 safety protocols. Instead of finding out about a diner who had a negative experience long after the fact in a Yelp review, you can hear their feedback directly and amend your operations accordingly to ensure your diners feel as comfortable as possible.Â
QR Codes Create More Digital Touchpoints with Diners
After a uniquely challenging year for the hospitality industry, restaurants are ready to bounce back. But the pandemic isn’t over yet, and many businesses that weathered the pandemic have a steep recovery ahead of them to make up for losses.
QR codes give restaurants a compelling way to keep tables filled. Creating more digital touchpoints with diners is safe and strategic marketing: you can unobtrusively advertise your offerings, drive repeat business, and ask for feedback. And you can respect diners’ and waitstaff’s preferences for minimal face-to-face interaction at the same time.
Ravi Pratap Maddimsetty is the cofounder and CTO at Beaconstac, a QR code generator and mobile marketing platform for restaurants, hotels, retailers, companies, and brands of all sizes.
