Emenu or restaurants are going high-tech.

Could you imagine yourself coming in an ordinary restaurant and being offered instead of an ordinary paper menu an iPad? A dream? Nowadays it is becoming a reality. A new technology, introduced by Steve Jobs, is getting its special place in a restaurant business. Is it going to replace old blackboards and paper menus we are all so used to or it’s just the waste of money which is hardly seemed to be paid off? Like an every innovative technology e-menu is examined by restaurants founders mostly critically. An overview of the numbers only submits this point: only 2 percent of restaurants use it now and they can be easily enumerated by names.
The “Mundo Global Tapas” in Sydney – to be considered being the pioneer in replacement paper menus by emenus offering their visitors an iPad.

Inamo in London is one step forward by implementing the digital tables, where a custormer can not only order the items but also choose the table clothes, play interactive games while waiting for the order or listen to the music.

NY’s “4food” – an interactive burger restaurant, where you not only order but creat your own dishes via iPad, smartphone or just at home. And if your creation is successful and ordered by someone else, you are credited. Not so bad, isn’t it?
And Germany doesn’t stay aside. In Munich and Düsseldorf the chain “LaBarocca” also attracts their customers with touchpads. According to the newspaper “Sueddeutsche Zeitung” 1 mil. euro was invested in the development of software.
Is it worth?
From the customer’s point of view, it is really entertaining to choose the dishes via iPad. There are always the appropriate photos to all of them that makes the ordering more interesting. Secondly, it is amazing to spend the waiting time interactively, which is reduced as well. There is no need to wait for the waitress to come.
And as for the owners of restaurants, there can be not less but even more advantages of implementing the emenu. The very first one is increasing in revenues and sales. It is supported by the attraction of all categories of customers and by easy system of ordering. For example, when the wine is ordered the customers have an opportunity to read all about exact sort of it without waiting for a waitress. Secondly, emenu offers the better option for payment, the secure one. Moreover if changes in menu pricelist are made it is much easier and cheeper to provide them. With old paper menu an owner has to give out more for the reprinting.
And of course the system of digital menu provides easily central management, what amount of what kind of dishes to what category of customers are sold. This determination has as well the impact on profit for example whether to include some items on the menu or not.
So the restaurants are gong hi-tech and the main innovation in this business is introduction of iPads in every day eating out, so in this connection and to conclude my first post I’d like to ask you a question, I have started with – Do you think the emenu is going to replace in the future the paper one?
There are the links to the blogs, I’ve used for my post:
http://www.aquarius.biz/en/2011/03/31/digital-dining-tablet-devices-and-potentials-for-points-of-sale/
http://www.micros.com.au/en/industries/franchises/expert-advice/blog/11-10-20/The_dynamics_of_Digital_Menu_Boards.aspx
http://www.emenu.co.in/successstory.html

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4 thoughts on “Emenu or restaurants are going high-tech.

  1. Hi Irina,
    this is exactly cool,I would really be happy if I stepped into a restaurant and I was offered an ipad instead of the paper menu because it shows how much the world is greatly being affected by technology.This also allows people to choose a wide variety of foods and that makes it even more interesting.
    you asked a question at the end of it and I will automatically say yes,the emenu is going to replace the paper menu in the future without a doubt.We are living in a technological world and so everyybody is going to try and achieve what technology is bringing along.
    All in all it was a nice post to read

  2. wow, that’s a really interesting idea. I’ve never heard of it before. Thank you for this information. The world is getting more and more computerised. I think now it’s still more the future than the present and people probably would want to visit this particular restaurants to just have the experience of being served that way. But don’t you think that people often have a conversation with waiters and it’s a part of a restaurant experience, that someone takes care of you and your order, a server can recommend you selected items from the menu or answer the questions concerning the dishes. And it gives a personal touch to customers.
    According to the statistics the satisfaction of a restaurant experience depends 80% on the servers, and only 20% on the food and the surroundings.

  3. H Irina,

    well written blog post and very informative. To answer your question, no, I don’t think emenus are going to replace paper menus due to 2 facts. 1. The aqusition cost of a tablet is very high and in a large restaurant you have at least 50 menus, so this would be an enormous aquisition cost which brings no addtional benefit (I don’t believe people choose their restaurant based on the medium they provide the menu on). And 2. I don’t think restaurants need to change their menu 5 times a year so the acquisition cost will be justificable over time for electronic devices. 2. Not everybody is a techie, the majority still prefers paper written texts over electronically delivered texts. Here you can find another interesting link where they developped an eMenue: http://www.jan-barth.de/?p=37

  4. Dear Irina,
    a funny topic you picked. Interesting too. It seems like everything is going digital these days.
    But I personally don’t think that iPads or other technical devices will replace the ordinary menues for several reasons:
    1. This is not a cheap toy. Restaurants have to have the money to buy them.
    2. Who is controlling that not someone keeps his/her iPad when leaving the store? Extra security would have keep watch which costs extra money.
    3. What to do in case there is a crash down or an iPad falls down? Who is going to pay for it and what do you do if you don’t have real menues for your customers if you the systems breaks down?

    Of course, I myself think this is quite an entertaining innovation but with all the flaws it includes I wouldn’t count on it. If, at all, I would go with the restaurant in London cause I think that it is more fun to choose your dishes on the table than on an iPad. I’d rather be annoyed holding that iPad and trying to figure out how it works. I think it is a good idea to show pictures of the food – and for that digital devices are really more useful – because a lot of times concerning food you don’t really know what it will look like and as we know: We eat with our eyes first”!

    Great and interesting post. If I go to London one day, I definitely check this restaurant out.

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