Don’t get me wrong, I’m all for embracing technology that streamlines operations for Hospo businesses. QR code ordering is a no-brainer for venues looking to stay ahead of the curve. But simply slapping on the tech without considering the overall customer experience? That’s a dangerous path.
Case in point: the long weekend saw me playing tour guide for an interstate guest. Naturally, I suggested a quick bite to eat at one of Melbourne’s iconic venues, fresh off a multi-million-dollar refurb. It was buzzy but not busy when we arrived. We were greeted by a mix of families, pups, diners, and drinkers seamlessly coexisting in the outdoor space, boasting great views and a relaxed vibe. Top marks for the design and wayfinding strategy.
But here’s where things went sideways. We breezed past an unmanned reception desk and settled into a cozy perch with a great view. No menus in sight, but the QR code disc was ready and waiting. After wading through the app’s pop-up barrage urging us to sign up for “exclusive deals,” we finally placed our order. Ticking “no tip” was a no-brainer since, well, we hadn’t actually interacted with any humans yet.
Our drinks arrived promptly, I’ll give them that. But the delivery had all the warmth of an Amazon drone drop-off. Same story with the food – plonked down with a curt nod when we dared request cutlery and napkins. We ate, took in the scenery, and entertained ourselves by shooing away the cheeky local birdlife vying for our chips.
As we left, not so much as a goodbye graced our exit. Convenience? Sure. But at what cost?
We signed up for QR code ordering, not a totally forgettable experience.
These platforms are becoming an integral tool for venues to help reign in labor costs and streamline operations. But the customer experience shouldn’t be sacrificed on the altar of efficiency. Integrating digital ordering into service models to enhance the experience should be the goal.
I was taught early in my career that Hospitality is a production, with the venue presentation and ambience setting the scene while the service team takes centre stage. Technology should play a small but crucial supporting role – not steal the spotlight as the star of the show.
Stripping away the very soul of hospitality – the warmth, attentiveness and personal connections – in pursuit of an overly automated model? That’s simply bad theatre.
If you are keen to explore different ways to integrate QR technology into your service model, reach out for a chat.
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