Introduction There is an 18% increment in customer expenditure from online/mobile orders than phone orders in the Pizza chains. Table reservation apps nowadays have evolved immensely, providing us with convenience and improving our dining experience more than ever. The restaurant industry is getting benefitted by these online apps, making their work easier and faster. Online table reservation has its own perks, unlike the traditional booking method which brings a lot of hassle. In today’s digitally equipped world, these booking apps have brought a significant amount of change in the business world by enhancing customer experience and satisfaction. In modern times, the apps having the feature of reservation also help in delivering the food to our doorstep. These features all together aggregate the business of the restaurant industry as well as the quality of our lives drastically. We will be going through the benefits of the table booking apps and how they have significantly improved the restaurant industry.
Evolution of Reservation Apps In between the year 2015-2018, there is an increase of 11% to 39% in the number of consumers who availed apps to book tables in their favourite restaurants. The evolution of the table reservation apps has been a transformative journey where technological advancements have played a great role. In the beginning, there used to be manual reservation systems where one had to be present in person to complete the reservation from scratch. Then comes the phone-call reservations where one can book tables with the help of a phone call. These methods had their own shortcomings like long queues and waiting lists, inability to accommodate the customers efficiently, and so on. With digital platforms rising, the emergence of first-generation booking apps was invented, followed by aggregator platforms which laid the foundation for the upcoming reservation apps in the future. With time and technological advancements in the world, the latest phase witnesses the emergence of AI-incorporated reservation apps that provides customized dining experience and optimized restaurant operations. The evolution of the reservation apps has taken a long period, depending on the customer demand. The apps are still evolving, and we have the chance to witness more advanced features and operations, adding to our convenience.
Challenges Posed by Traditional Booking Methods 34% of the total customers say that delivery is much more convenient than picking up food on their own from the restaurant. With the digitally evolving lifestyle, there is a change in the preferences of modern customers who desire personalized experiences intertwined with technological advancements. Keeping these preferences in mind, it is important for the restaurant industry to keep themselves updated and look after the satisfaction of its target audience by meeting their expectations. Even if the traditional table booking methods have been normal for a very long period, with the advancement of time, the shortcomings are becoming more and more visible to the customers and the restaurant industry. The traditional booking system comes with several challenges, affecting both the industry and the customer. Some of the important challenges faced by traditional reservation systems are:
⦁ Manual and Phone-Based Reservation – During the peak hours of the restaurant, it becomes next to impossible to reach the employees of the restaurant for reservation. Also, the waiting line becomes extremely long, leading to frustration and misunderstanding, which eventually leads to the potential loss of the business. This process is time-consuming and fully prone to errors.
⦁ Keeping Record Manually – This traditional system of pen-and-paper or keeping track of the data manually, is prone to human errors and can cause loss in the business if there is an error in recording booking details of any customer. Also, it is not possible to derive insights from customer data analytically if the data is handled manually, causing hindrances in strategic decision-making. ⦁ Overbooking and No-Shows – There is always a chance of customers not showing up after booking leading to a rise in no-show rates. This affects the revenue negatively and is unfair to those customers who would have wanted those tables leading to customer dissatisfaction. Manual bookings can also lead to overbookings causing long queues and frustration among the customers. ⦁ Problems with Adaption - There are some establishments that might be against adopting new technologies due to them being comfortable with the traditional methods. This resistance can create hindrances to progress and allow competitiveness. They might fail to meet the expectations of modern customers who want tech-driven services leading to business loss. ⦁ Lacks Customer Engagement – There is no customer engagement beyond the reservation procedure in traditional reservation methods which has a big impact on customer satisfaction. Apart from that, the restaurants miss out on opportunities to deliver their promotions, personalized offers and loyalty programs to their target audience without the digital platform. These were some of the difficulties that the industry as well as the consumer faces without the digital platform. There are many more hindrances like scalability problems where managing the bookings manually, as the restaurant grows, becomes very difficult with an increase in inefficiency, unpredictable waiting times leading to customer dissatisfaction and potential loss of business and so on.
Perks and Benefits According to 36% of the customers, the most important technical service that a restaurant can provide is online reservation. Technology has become an inevitable part of our lives due to which we are enjoying a convenient and advantageous lifestyle. Even industries, irrespective of the field they deal with, have adopted digital platforms as a mode of their business promotion. The restaurant industry after adopting digital platforms all over the world has enhanced our dining experience greatly. This shift is not because of trends, but a significant adaptation to the evolving expectations of modern customers. Here are some key points explaining how this digital shift has enhanced the customer experience as well as benefitted the restaurant industry. For Customer: ⦁ Booking Convenience – The process of reservation has become extremely simple and convenient with just a few clicks on the phone. It is the most suitable and hassle-free method available in today’s world. ⦁ Reduced Waiting Time - The waiting time for traditional booking was unpredictable and long unlike reservation apps which manages the waiting time for both incoming and reserved customers efficiently with strategic and optimized seating arrangements. ⦁ Zero Physical Interactions – The reservation apps have the advantage of contactless payment methods, providing a secure transaction experience and a hygienic customer journey. ⦁ Incorporation of Feedback and Reviews – The reservation apps have the facility to submit feedback and review directly on the app, which helps the restaurants to gather insights from the information provided and make necessary improvements based on the reviews. ⦁ Updates and Notifications – The apps send an instant notification, providing the confirmation of the booking so that there is no ambiguity about the reservation later. The customers are provided with real-time updates on the status of their reservation so that they are informed about any delays or changes beforehand.
Conclusion To conclude, we can say that the table booking apps have gone through a revolutionary journey which was led by advancements in technology. By reviewing the pros and cons of traditional booking and reservation via apps, the latter triumphs in the pros sections as it is a more convenient and efficient way of reserving tables. The evolution of reservation apps from manual booking to AI-incorporated apps is an example of commitment and a desire to able to fulfil customer demands while making their experience more personalized and convenient. The restaurant industry will witness further betterment and enhancement in reservation apps in the future with the aim of providing even better performance and experience to the target customers.
