The role of any successful entrepreneur is to think about how they can keep ahead of emerging trends and find new ways to boost revenue for their business. This of course equally applies in the restaurant industry, particularly after 2014 saw more consumers using mobile apps than ever before.

The adoption of emerging mobile technologies in the restaurant space has naturally been fuelled by the considerable rise in diners making bookings through mobile devices.

One such emerging technology that has the potential to take the restaurant industry to even further heights is iBeacon technology; something that has already been making waves in the US retail space. Indeed, in an effort to boost engagement with nearby shoppers, American Eagle trialed the devices in over 100 stores in January to alert potential customers to discounts and offers, which successfully led to a rise in both visits and sales. Cottoning on to this success, Apple’s own deployment of beacon devices to attract customers into its stores at Christmas further cemented the initiative that sending geo-targeted messages can bring in the punters and positively impact your bottom line.

So why should a restaurant business look to invest in iBeacon technology?

The first consideration is that beacons improve the diner’s experience at every level. By engaging with consumers directly through their own devices and targeting with location based offers, diner interaction with the brand is increased and personal connections with restaurants can be forged. This is fundamental for any business looking to secure sustainable revenue streams and because of this, iBeacon devices are a highly lucrative proposition for any restaurateur looking to grow their business.

Beacons also add value to the restaurant owner because they provide a greater understanding of the diner’s behavior. When results of beacon push notifications are analysed, they can help restaurateurs to predict how certain customers will react to a particular promotion or event. This again helps the restaurateur secure that person’s custom in the future, and provides them with a better visualisation of how customers respond to particular messages.

With more and more diners making their booking decisions through mobile devices, restaurateurs are presented with an opportunity to leverage this trend by drawing in diners by targeting them with special offers. As it stands, iBeacons offer the most sophisticated solution to achieving this goal, which has the potential to boost revenue by significant proportions. This is why beacon technology is set to become a fast moving trend within the restaurant space and this is why restaurateurs can scarcely afford to ignore them.

Advice for restaurateurs looking to implement iBeacon technology:

Location is key. Those looking to implement should think about the beacons’ range and where they want to connect with customers. Proximity is important with this kind of technology, so make sure to test the range before permanently fixing the beacons in place. Invest in an iBeacon that has a decent battery life or is powered, if you have an available power source.

Make sure to carefully consider both your messaging and user journey, and limit the number of messages your beacon will send out. Overuse of the beacons will irritate potential customers and be counterproductive to driving footfall. Think about how your iBeacon messages will work alongside other communications you send your customers via email, push notifications and SMS etc. – create unique offerings for each communications channel.

Provide an upfront incentive for customers to open your push notifications, this doesn’t have to be an offer or discount if these are not always available - notifications can alert customers to the launch of a new dish or menu.

Invest in activities that promote your app as widely as possible, increasing your user base will increase the distribution of your push notifications!

 

By Nick Brown, Product Director at Bookatable. 

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