Tech

Unlit hotel sign against blue sky background
by David Klemt David Klemt No Comments

Hotel Trends to Watch in 2022

Hotel Trends to Watch in 2022

by David Klemt

Unlit hotel sign against blue sky background

Partially driven by the pandemic, in part driven by the march of innovation, these are the hotel (and motel) trends to watch in 2022.

As is the case with restaurant and bar trends from the last two years, these trends are likely to quickly evolve into industry standards.

Once slower on the uptake in comparison to other industries, hospitality is now embracing tech innovations rapidly.

Of course, not every 2022 and beyond trend relies on tech. However, most of the big changes involve tech in some way.

Below are the trends (soon to be standards) to watch and adopt next year.

Digital Room Keys

We do everything on our phones. So, why shouldn’t we access hotel and motel room keys via the devices always in our hands or pockets?

Many tech-forward hotel properties have made it possible to unlock hotel rooms via phone apps. As consumers feel more comfortable that it’s safe, secure and reliable, we can expect physical room keys to become obsolete.

One can also make the argument that doing away with millions of plastic keycards is a more sustainable practice.

Your Face is Your Passport

Points* to anyone who gets the movie I just referenced. (*Points have no value and are not redeemable for anything. But we think you’re cool for racking them up regardless.)

Some properties will make it possible to access a hotel room via biometrics. CLEAR travelers will already be familiar with this tech process.

In short, a guest will be able to unlock their room with their face. In terms of personalization—a guest expectation that’s only growing—facial recognition tech can instantly deliver on a guest’s temp, lighting, and other preferences.

I can also see this technology permitting guests to access clubs; club levels; health centers; pool areas; and order and pay for everything from food and beverage to their entire visit.

Of course, this form of tech relies heavily on people’s comfort levels concerning privacy. So, operators will need to prove themselves responsible with guest data.

Touchless Everything

Convenience works both ways. Guests want frustration-free visits. Operators and managers want to eliminate pain points wherever possible.

Guests are becoming familiar and comfortable with checking in via their phones or kiosks. In some hotels, guests navigate the lobby without ever engaging with an employee.

With the proliferation of digital assistants in homes, guests are already comfortable with voice-based functionality. Ordering room service, turning on the TV and streaming, playing music, drawing automated shades, adjust room temperatures and lights… Digital assistants eliminate several more touchpoints.

AI tech also means hotels can operate with smaller teams effectively. So, hotel design is likely to keep evolving: lobbies will look different, as will rooms, restaurants, bars, and other amenities.

Virtual Room Selection

Speaking of AI, what about VR?

Tech-savvy guests will appreciate being able to “tour” different room options in the virtual space. Such a feature can start a guest’s visit off on the right foot before they ever step onto property.

They’ll know they’re getting the features and views they want, setting up a positive experience. It’s likely VR room tours and selection will also help hotels upsell guests on rooms and features.

Cryptocurrency

There are already hotels and resorts out there accepting crypto. There’s no reason to believe this will fall out of favor any time soon.

In fact, it’s likely guests who prefer to pay via digital currency will be able to pay for every element of their visit with crypto. For these guests, a tech-heavy experience will be appealing:

  • Check out room options via virtual reality before booking;
  • Book their room in the VR space.
  • Utilize digital check-in, then unlocking their room via phone or facial scan.
  • Paying for premium amenities and F&B via crypto ties to biometrics.
  • Contactless check-out.

Guest Who

Unsurprisingly, business travelers were the first to return to hotels during the pandemic. A percentage of these guests sought out hotels that could offer them a work-from-anywhere option.

For the most part, these guests simply needed a fast, reliable WiFI connection. Of course, many of them chose properties for more leisure-focused amenities. This led to the coining of a new industry term: bleisure, a portmanteau of “business” and “leisure” travelers.

It’s likely hotels, motels and resorts will see more traffic from bleisure, solo, and staycation guests in 2022 and beyond.

Many guests will also make property selections based on a brand or group’s sustainability efforts. So, operators will need to ensure they’re being provably sustainable and not just green-washing to attract these guests.

As we can see, technology will feature heavily in the changing hospitality landscape. Initial outlay may be pricy, but as innovations become more commonplace, costs will be driven down. But offering the features that will increase traffic and guest spend? A healthy bottom line is worth it.

Image: NeONBRAND on Unsplash

Square terminal in restaurant kitchen
by David Klemt David Klemt No Comments

Square: 2022 Threats & Opportunities

Square: 2022 Threats & Opportunities

by David Klemt

Square terminal in restaurant kitchen

As all hospitality professionals know, the past nearly two years is imposing rapid change on the industry, necessitating rapid, strategic adaptation.

The key word in the above sentence isn’t “adaptation,” it’s “strategic.”

Of course, it’s hard to make strategic choices without as much information as possible.

To that end, we’ve reviewed Square‘s recently released “Future of Restaurants: 2022 Edition.” This is the company’s second annual Future of Restaurants report.

Square partnered with Wakefield Research, surveying 500 operators and 1,000 consumers to identify 2022 threats and opportunities.

Threat: Labor Shortage

Most operators aren’t going to want to read this prediction from Square. However, we can’t identify and adapt for opportunities if we don’t acknowledge threats.

Per Square’s report, the labor shortage may never see a correction. In other words, welcome to yet another new normal.

More than 70 percent of operators say they’re facing a labor shortage, per Square. Just over 20 percent of available positions were, at the time the survey was conducted, unfilled.

Instead, operators will likely, according to Square, need to make operational and work culture changes:

  • Improve working conditions. For example, encouraging and acting on team feedback. Another example? Modernizing scheduling.
  • Ensure workers are being mentored and not simply managed.
  • Hire, train, assign tasks, and schedule more strategically to operate with a smaller team.
  • Offering incentives that entice higher-quality candidates to work for you.

One participant quoted in the Square report claims that QR code ordering dropped their labor cost percentage by 150 percent.

Threat: Lack of Tech

As SevenRooms suggested when looking forward to 2022, technology solutions can lessen the burden of labor shortages. That leads us to another big threat: failing to embrace tech.

Some operators bristle at the word “automation.” For many, it conjures an image of robots in the kitchen and delivering food to tables.

Obviously, we’re opposed to replacing staff with any form of automation. However, we support automating tasks if that means team members are better utilized.

Why not automate inventory? Why not automate online order filling? If it improves operations and the guest experience, automation is less threatening.

According to Square’s report, 62 percent of operators think automation is appealing for managing online, delivery, and contactless orders. Ninety percent of operators say that back-of-house automation—if staff can focus on more important tasks—is a good idea.

More than 90 percent think automated inventory is an appealing solution.

It has taken a lot of time for hospitality to catch up to other industries in embracing tech. But Square reports that 36 percent of restaurants upgraded their business tech in 2021.

Of course, automation will become a threat if operators lean too heavily into it and stop paying attention to detail.

Phrased another way, be tech-savvy, not tech-reliant.

Opportunity: Omni-channel

Square see implementing an omni-channel strategy as the way forward. In fact, their general manager for Square Restaurants, Bryan Solar, said the following:

“We see the time of the dine-in only or takeout only as largely done forever.”

Going omni-channel (diversifying) in the restaurant space means making online ordering and delivery important elements within the overall business strategy. To that end, Solar posits kitchens will grow in size to better handle online orders.

Square’s survey reveals some intriguing numbers:

  • 13 percent of consumers say they’ll avoid restaurants that don’t offer online ordering.
  • Among restaurants with online ordering, those channels generate 34 percent of their revenue.
  • Over the past year, 54 percent of restaurants either added or expanded online ordering channels.
  • Online ordering is likely here to stay: 69 percent of respondents plan to offer it post-Covid-19.
  • 24 percent of operators are planning to allow guests to order alcohol from them online.

Another interesting set of numbers pertains to first- and third-party delivery. As we’ve stated several times, we much prefer operators offer first-party or direct delivery. According to Square, 49 percent of operators plan go direct delivery. More than half—62 percent—will pursue third-party delivery. That suggests that some operators will offer both.

Opportunity: Direct Ordering

When it comes to engaging online guests, operators need to control the experience. As I wrote for another publication years ago, a restaurant or bar’s website is still very important.

This statistic proves that statement true: Per Square, 68 percent of online guests want to order via a restaurant’s website or app, not a third-party.

More than likely, a significant portion of those guests want to know they’re supporting a restaurant and its staff directly. Hence the importance placed on ordering via the website or their own branded app.

So, operators would do well to ensure their websites feature an ordering widget. Or, they can opt to have an app built (or at least skinned) for their business.

Opportunity: Kiosks

According to Square’s survey results, 79 percent of consumers prefer ordering from kiosks over ordering from staff.

Most consumers and operators likely associate ordering kiosks with fast food restaurants. However, other categories can also benefit from these devices.

Close to half—45 percent—identified it as a preference when ordering at a casual-dining restaurant.

And fine dining isn’t immune to the convenience of tech. A little over 20 percent of consumers prefer to order via kiosk in the fine-dining space.

Overall, kiosks speak to the guest desires for convenience and safety. More than a third indicated that ordering via digital menu is appealing because they don’t have to touch a menu someone else has touched. And 37 percent like a digital option because they don’t have to wait for a server to bring them a physical menu.

Eleven percent of Square survey respondents will avoid a restaurant if they don’t offer digital menus.

Nearly half (45 percent) of restaurants are planning to offer QR code menus post-Covid-19. Another benefit of digital menus is dynamic pricing. As costs fluctuate, operators can increase or reduce prices easily without printing new menus.

Outlook

Representing a stark contrast from 2020 survey results, nearly 60 percent of operators say the survival of their restaurants is a concern in 2022.

That’s still a high number but vastly lower than how operators answered about 2021. Last year, 92 percent of operators surveyed said they were worried about survival.

According to Square’s report, operators are looking past surviving and making long-term plans. That’s a welcome sign that confidence is improving.

To review Square’s “Future of Restaurants: 2022 Edition” report in its entirety, click here.

Image: Patrick Tomasso on Unsplash

SevenRooms guest data image
by David Klemt David Klemt No Comments

SevenRooms Predicts 2022

SevenRooms Predicts 2022

by David Klemt

SevenRooms guest data image

As we near the end of a tumultuous 2021 we must look ahead to 2022 to set our industry up for best strategies, innovations, and recovery.

SevenRooms is doing just that, looking at what operators should consider to meet guest expectations next year.

In a blog post on the company’s website, SevenRooms reveals what they believe are the keys to success in 2022.

Let’s jump in.

More is More

The first quarter of 2022 will mark two years of the pandemic and its affects on the industry.

As SevenRooms says, some guests will not have been out of their homes for two years. The company predicts this contingent will be looking to unleash pent-up demand.

Of course, that represents an opportunity for operators. Another wave of pent-up demand can mean a boost in traffic and revenue.

However, guest expectations will be sky high. That cliché that less is more? Yeah, you can toss that right out.

More will be more for this contingent of guests looking to dine and drink out after feeling cooped up for month after endless month.

Sure, some guests are aware that operators are facing labor shortages, increased costs, and other pandemic-driven challenges. They know that workers are overwhelmed and finding themselves in hostile confrontations they certainly don’t deserve.

And sure, some guests are sympathetic to those struggles. However, they have their demands and expect restaurants, bars, and hotels to meet them.

What can operators do to meet those demands? In fact, what can they do to anticipate and overdeliver on guest expectations?

SevenRooms has a couple suggestions.

Collect guest data. At this point, this should be a given. How can an operator engage with and retain guests if they don’t really know anything about them?

Embrace more tech. Platforms like SevenRooms can handle a restaurant or bar’s reservations quickly and easily. This is a feature that, per SevenRooms, more than half of guests expect a restaurant or bar offer. Some platforms can also automate marketing; send guests post-visit surveys; and tackle review aggregation.

Convenience Reigns Supreme

Here’s a quick, impromptu survey:

Do you prefer a seamless restaurant, bar or hotel experience, or do you like frustrating dining, drinking and lodging experiences?

I’m going to go ahead and assume you prefer the former option. In other words, you like what your guests like: convenience.

Well, SevenRooms is predicting that the desire for convenience will only grow stronger among guests.

Yes, delivering on the increasingly important topic of convenience will rely on collecting data. But rather than view it as just one more task, SevenRoom suggests looking at it in a more positive light.

A number of the conveniences guests expect can be automated. They can even help ease the burden of the labor shortage somewhat.

For example, contactless ordering and contactless pay are close to becoming standards. Offering those features to guests means meeting expectations, thereby delivering an excellent guest experience. On-demand ordering and paying can also ease some front- and back-of-house pressure.

Collecting guest data allows management and front-of-house staff to add personal touches before a guest is even seated. Again, seamless, excellent guest service.

Another convenience? Online ordering. SevenRooms isn’t the first to predict that on-demand ordering is here to stay. In fact, a suite of conveniences will be important moving forward:

  • Online ordering during in-person visits and for delivery or pickup.
  • A user-friendly reservation system that goes deeper than just picking a date and time. Why not allow guests to select seats and even request upgrades?
  • A virtual waitlist. Not only is this convenient, SevenRooms says this feature can boost walk-in traffic and reduce abandonment.
  • Contactless, mobile paying options.

There you have it. Two seemingly basic predictions—higher expectations and a desire for even more convenience—with the potential to boost traffic, loyalty, and revenue.

Image: SevenRooms

Front of house staff member using SevenRooms
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ThinkFoodGroup Partners with SevenRooms

ThinkFoodGroup Partners with SevenRooms

by David Klemt

Front of house staff member using SevenRooms

Reservation and guest engagement and retention platform SevenRooms and ThinkFoodGroup announce their new partnership today.

This announcement marks at least the third high-profile partnership involving SevenRooms.

One partnership from earlier this year is with online ordering platform Olo. Another is between SevenRooms and TheFork.

As is normally the case when it comes to SevenRooms partnerships, the relationship will be collaborative.

ThinkFoodGroup be onboarding the restaurants in their portfolio onto the platform. This maneuver will deliver several benefits through the full SevenRooms suite:

  • Reservation, waitlist and table management
  • Marketing automation
  • Online ordering capability
  • Rating aggregation

Additionally, ThinkFoodGroup will be joining SevenRooms in an advisory role. The platform will benefit from the expertise of Chef José Andrés and the ThinkFoodGroup team.

In short, ThinkFoodGroup will gain valuable insight into their guests throughout their entire portfolio. SevenRooms will gain valuable insights they can use to improve their platform and better serve the hospitality industry.

Interestingly, ThinkFoodGroup appears to have been using SevenRooms prior to this newly announced partnership. The platform is already in use at:

  • The Bazaar by José Andrés at the SLS South Beach
  • Bazaar Meat by José Andrés at The Sahara Las Vegas
  • China Chilcano in Washington, D.C.
  • China Poblano at The Cosmopolitan of Las Vegas
  • é by José Andrés at The Cosmopolitan of Las Vegas
  • Jaleo at The Cosmopolitan of Las Vegas

From Joel Montaniel, CEO and founder of SevenRooms:

“With the hospitality industry returning to full-speed, it’s more important than ever for operators to prioritize technology platforms that are hyper-focused on helping restaurants thrive. We’re thrilled to welcome the ThinkFoodGroup team to our SevenRooms family, helping them build upon their incredible guest experiences across their properties. Most importantly, we look forward to learning from José and his team’s incredible expertise and unique perspective. Supporting and advocating for the hospitality industry has always been at the core of our business. There is so much work for us to do as the industry recovers, and we look forward to walking in lockstep with José and his team to build back better.”

From Chef José Andrés, CEO, co-founder and executive chairman of ThinkFoodGroup:

“Providing outstanding experiences for our guests has always been a priority. In light of the challenges brought on by COVID, we realized just how important it was to have a partner who can help us bring them to life in a seamless way. I am excited to bring SevenRooms into our restaurants globally, and for ThinkFoodGroup to also join the company as an industry advisor.”

From Sam Bakhshandehpour, President of ThinkFoodGroup:

“Pushing the limits of what’s expected in hospitality is at the core of our business. SevenRooms is completely transforming the restaurant technology platform, and we’re thrilled to partner with a like-minded company who thinks progressively and has the cutting-edge technology to challenge the status quo. Together, we will collaborate on building solutions that put operators’ success at the forefront.”

This year’s SevenRooms partnerships, announcement of a new CFO, and innovations (such as their Direct Delivery module), show the platform’s commitment to improvement and supporting the industry.

When operators are selecting the platforms to include in their tech stacks, ease of use and integration, along with growth, should be among their considerations. So, too, should be industry advocacy.

SevenRooms continues to prove that they deserve top marks for each of those crucial elements.

Image: SevenRooms

Quotes provided by SevenRooms via press release

McDonald's French fries close up in package
by David Klemt David Klemt No Comments

Extend Your Reach with a Loyalty Program

Extend Your Reach with a Loyalty Program

by David Klemt

McDonald's French fries close up in package

It’s increasingly important to stay top of mind with your guests. Now more than ever, that means finding yourself on their screens.

For likely the one-billionth time, allow me to point out something we should all know by now: We’re all on our phones and tablets all the time.

From texts and emails to app notifications and social scrolling, there’s always a reason to check screens.

So, how can operators invade people’s devices? By collecting guest data via a loyalty program.

Fluctuating Support

Not so long ago, industry experts bristled against the mention of rewards and discounts.

Guests, the thought was, had zero interest in signing up for loyalty programs. People would soon frantically seek out “unsubscribe” links after receiving one too many marketing emails.

However, people are quickly thawing, warming to the idea of loyalty programs. Once thought of as too invasive, now marketing experts believe “too intrusive” doesn’t exist.

After all, businesses need to ensure they’re highly visible. Operators must meet guests where they are. Where are they? Their devices.

Rewarding Loyalty

Your staff aren’t the only people engaging with the incentive economy.

Today, it appears that a guest liking your brand isn’t good enough to ensure their loyalty. They want rewards beyond experience, consistency, and delicious food and beverage.

With so many brands competing for your guests’ dollars, you have to stand out to keep them coming back.

Now, there are still industry experts and operators who will tell you to avoid discounting at all costs. Offering a discount, they argue, starts you down the road of devaluing your brand.

Well, the great news is that when creating your own loyalty program, you can offer whatever you see fit. If you fall into the Never Discount camp, none of your rewards have to be discounts.

Free is Better than a Discount

So, let’s remain in the Never Discount realm. What else will encourage guests to sign up for your loyalty program—and actually engage with it?

We can use the loyalty program launched in July by a global fast-food juggernaut as a great example.

Over the summer, McDonald’s launched MyMcDonald’s Rewards. How successful was the launch? More than 12 million people opted into the program.

In exchange for signing up, agreeing to receive alerts, and handing over their data, guests received a free medium French fry.

McDonald’s selected 66 loyalty program members to receive one million MyMcDonald’s Rewards points. One lucky member also received free French fries for life.

Create Your Program

“But David,” I hear some of you arguing, “isn’t free even worse than a discount?”

The short answer is no. A discount can devalue a brand because guests get used to paying less for select items or entire visits. Over time, they perceive the lower price as the standard price. Soon, they’ll wonder when the next discount is coming. You’ll have to either further discount your food and beverage or work harder to re-engage your guests some other way.

If a rewards program is structured correctly, members will have paid for any free item they earn several times over. Most commonly, guests receive points in exchange for dollars spent. They can then exchange those points for a free menu item. This doesn’t devalue the brand, it incentivizes program members to become loyal, repeat guests.

Operators not quite ready to build their own apps can utilize text messages and emails. Of course, the former is the most intrusive (in a good way). Texts can inform members of promotions and encourage them to visit or place an order online. Emails can let members know their current balance and what incentive their close to earning.

Additionally, be generous. Don’t exclude your guests’ favorite items from the program. Why would a loyalty program member remain loyal if they can’t exchange their points for “the good stuff”?

Structure your program correctly and you’ll increase visits per guest and spends per visit. Couple your guest data collection with a platform like SevenRooms and you’ll truly supercharge your revenue.

Image: Brett Jordan on Unsplash

2021 calendar on cell phone
by David Klemt David Klemt No Comments

Modernize Your Scheduling Today

Modernize Your Scheduling Today

by David Klemt

2021 calendar on cell phone

Scheduling platforms and apps modernize restaurant, bar and hotel team management, streamlining and simplifying several processes.

When it comes to improving communications, the benefits of updating and upgrading how you manage scheduling can’t be overstated.

Of course, in our tech-heavy world, several scheduling platforms do more than just inform your employees about their shifts.

Today’s options handle payroll; assign specific tasks to particular team members; help leadership provide feedback; give staff a platform to provide feedback to leadership; and much more.

Staff Retention

Now, we’ve addressed how our industry has been much quicker to embrace new tech innovations over the past couple years.

We’re bringing up the topic of scheduling platforms for a specific reason. We all make mistakes, and we can learn from those mistakes. And we can also learn from others’ mistakes so we can do our best to avoid making them as well.

On today’s episode of the Bar Hacks podcast, Chef Brian Duffy shares a story about a scheduling issue.

During his return appearance, Chef Duffy explains that his 20-year-old daughter provided two months’ notice about days off she needed to her former employer. “Former” is key here.

It’s clear that the hospitality group property at which she once worked either didn’t utilize a scheduling app, didn’t communicate well, or both.

At any rate, Chef Duffy’s daughter received constant phone calls from management during her vacation. Obviously, that would be infuriating.

Even worse, after she quit that job—she had provided two weeks’ notice—this former employer called to ask if she was coming in for “her shifts.” Well, no—she had quit, with notice.

Clearly, there are other issues with that leadership team beyond a lack of clarity in scheduling. However, a powerful, easy-to-use staff management tool could possibly have kept Chef Duffy’s daughter from quitting this job. A powerful platform, for example, like the four below that are mentioned on episode 53 of Bar Hacks.

7shifts

When choosing a scheduling platform, one crucial element is integration. 7shifts integrates with several major POS systems, such Toast, Harbortouch, Heartland, TouchBistro, Micros, Upserve, and Clover.

In addition to scheduling, which is a given feature for all these platforms, 7shifts offers robust features. Leadership can send one-on-one messages to staff or create group chats. The app itself is a timeclock and handles payroll. And more inclusive packages provide operators with labor budgeting, sales forecasting, labor alerts, and even state-based compliance tools.

7Shifts is free for single locations with up to 10 workers. At the Appetizer level, 7shifts costs $17.99 per month, per location, for up to 20 team members. For $39.99 per month, per location, operators with up to 30 staff can take advantage of the Entrée level. The Works is $69.99 per month, per location, and manages an unlimited number of staff.

HotSchedules

One of the key features of HotSchedules is labor forecasting. Per the platform’s website, HotSchedules “labor forecasts are based on activity, historical data, and specific business rules” to reduce costs and increase revenue.

On the leadership side, scheduling is streamlined and simple to use. Managers can approve—or deny—shift requests with a single click. They can also message individual team members or send messages to a single location.

On the team side, staff can give away, swap and pick up shifts via the convenient app. Staff can request time off, and HotSchedules integrates with their Google Calendars. Upon arrival, staff can clock in through the HotSchedules app and track their attendance and pay.

OpenSimSim

At the surface level, it may seem like OpenSimSim isn’t as robust as the company’s competitors. However, it’s powerful and efficient.

One of the best OpenSimSim features is the open shift invite. Using this feature, team members can be invited to apply for an open shift once one becomes available. In addition, staff can set their profiles up to be auto-approved for open shifts.

Of course, OpenSimSim offers features similar to other scheduling platforms. For example, leadership receives real-time open shift, overtime, and late clock-in notifications. Users can also direct message and group chat via the platform.

Schedulefly

Last on this list solely because I organized these platforms alphabetically is Schedulefly. When you look into this platform, you’ll notice immediately that it’s powerful enough to manage concepts with multiple units.

Managers can quickly and easy navigate each unit in their chain to handle scheduling, broadcast messages for individual locations, message specific team members, and more. Is there a shift that needs to be filled at a specific unit? Schedulefly makes it easy to target the appropriate location and get it filled.

Similar to 7shifts, Schedulefly offers pricing based on staff size. There are no contracts, no fees, and each “level” offers all the same features and services:

  • 19 staff or fewer: $30/month
  • 20 to 39 staff: $40/month
  • 40 t0 59 staff: $50/month
  • 60 to 79 staff: $60/month
  • 80 staff or more: Contact Schedulefly for pricing.

It should go without saying that scheduling is crucial. Understaffing, overstaffing, staffing frustrations, failing to listen to staff about scheduling, and not simplifying the process can increase staff turnover.

Outdated approaches to scheduling also leads to significant decreases in revenue.

At its core, scheduling is a form of communication, a vital one. Commit to improving your communication today by upgrading your scheduling. Your leadership team and staff will thank you.

Image: Gerd Altmann from Pixabay

Cheeseburgers and French fries in takeout containers on pass
by David Klemt David Klemt No Comments

SevenRooms Announces Olo Partnership

SevenRooms Announces Olo Partnership

by David Klemt

Cheeseburgers and French fries in takeout containers on pass

SevenRooms continues to grow and develop innovative partnerships.

The platform’s newest partnership benefits the hospitality industry, operators, and consumers.

In joining forces with Olo, SevenRooms further helps restaurants, bars, and hotels position themselves to succeed in an increasingly digital world.

The Bleeding Edge

Olo, which literally stands for “Online Ordering,” predates the iPhone.

In fact, the company launched before smartphones were more than niche devices.

Upon its inception, Olo’s service consisted mainly of sending mobile coffee orders to restaurant printers via text message.

Like SevenRooms, Olo seeks to stay ahead of the consumer behavior curve:

  • 2005: Olo launches, anticipating coffee drinkers will eagerly embrace mobile ordering.
  • 2008: The company predicts fast-casual restaurants will become faster than fast food.
  • 2012: Olo envisions the redesigning of kitchen restaurants to include pickup windows.
  • 2015: The platform sees the future for foodservice is delivery.

Now, Olo is dedicated to making sure online ordering customers benefit from the industry’s digital transformation.

The Partnership

SevenRooms ensures clients who also use Olo can capture their off-premise customers’ information. That data then creates profiles for those customers automatically.

This partnership leverages SevenRooms CRM and marketing automation integration. Operators will be able to send post-order surveys to off-premise, online ordering customers automatically.

So, operators can learn what is and isn’t working off-premise; elevate the experience of off-premise customers to increase online order frequency; convert those customers to in-person guests; encourage repeat visits; and increase profitability.

Moving forward, SevenRooms and Olo users will get to know their off-premise customers better.

“To meet the ever-evolving needs of our hospitality clients, we’ve continued to seek out strategic partners who help us provide an even more comprehensive solution to operators,” says SevenRooms CEO and founder Joel Montaniel. “Our integration with Olo delivers on our promise of offering a 360-degree platform focused on helping operators build deeper, direct relationships across on- and off-premise experiences. This partnership facilitates better operational efficiency and online data capture, ultimately helping operators optimize the profitability of their delivery and takeout business while strengthening customer relationships. We are excited to welcome Olo to our partner network, and look forward to our continued collaboration to drive better, more streamlined solutions for the industry.”

Learn more about SevenRooms here. Click here to learn more about Olo.

Image: call me hangry 🇫🇷 on Unsplash

Handshake emoji neon sign signifying partnership
by David Klemt David Klemt No Comments

SevenRooms Announces New Partnership

SevenRooms Announces Huge New Partnership

by David Klemt

Handshake emoji neon sign signifying partnership

SevenRooms announces today a major partnership that will change the game for operators in the UK, Australia, and across Europe.

The online reservation platform is entering a multi-year partnership with TheFork.

Fortunately, the hospitality industry, once slow to embrace new technology, is now adopting tech at a rapid pace.

This collaboration between SevenRooms and TheFork represents both a giant leap in tech innovation and support for our industry.

SevenRooms

By now, there should be no question that SevenRooms is among the most powerful tools an operator can wield.

On the surface, SevenRooms is “just” a reservation platform. In reality, the platform offers a full suite of guest engagement and retention tools; automated marketing tools; front- and back-of-house management; direct and third-party delivery management; and much more.

Additionally, the company has long been supportive of the hospitality industry. The founders didn’t just assume their reservation and engagement solutions were effective.

Rather, they spent time in the trenches. They took reservations, checked coats, and hung out with hospitality teams when their shifts were over.

During the pandemic, the platform studied the impact of third-party delivery on operators. To that end, they developed a launched a direct delivery module to help operators protect their bottom lines.

TheFork

Operating in more than 20 countries, TheFork is a TripAdvisor company.

Per TheFork, the company boasts more than 80,000 partner restaurants across the globe. Additionally, TheFork’s app has 28 million downloads and counting, and their site features over 22 million restaurant reviews.

In other words, TheFork enjoys a unique position in terms of connecting guests with restaurants.

The platform features a loyalty program; exclusive deals for guests who make reservations via TheFork; an “insider” feature that connects with guests with trendy and gourmet restaurants and entices them with a special offer; and more.

The Partnership

When one reviews how both platforms work, this partnership is a no-brainer. Going deeper, it appears the companies share similar values and commitment to the industry.

For example, SevenRooms subsidized more than $10 million in licensing fees to help operators during the pandemic. TheFork dedicated nearly $30 million to the industry within the 22 countries in which they operate.

This partnership is culminating in a two-way integration. Customers of SevenRooms will gain access to millions of diners who use TheFork to make reservations. In turn, TheFork now has access to SevenRooms’ marketing and venue management tools.

The result? Operators will be able to more easily and consistently fill their seats and attract new guests. The powerful tools that are at the disposal of SevenRooms customers will help to engage and retain those new guests, converting them to loyal regulars.

Hospitality seems to be steadily entering its Collaboration Era. Operators and platforms are seeking beneficial partnerships, all the while embracing more and more tech that enhances the guest experience and boosts the bottom line.

It will be exciting to see where we go from here.

Image: Charles Deluvio on Unsplash

Lobby of Crockfords inside Resorts World Las Vegas
by David Klemt David Klemt No Comments

6 Takeaways from HD Expo 2021

6 Takeaways from HD Expo 2021

by David Klemt

Lobby of Crockfords inside Resorts World Las Vegas

Crockfords lobby inside Resorts World Las Vegas

This year’s Hospitality Design Expo in Las Vegas reveals an industry set to undergo seismic shifts that will reverberate for years to come.

While the pandemic certainly plays a role in transforming the industry, it’s not the only factor.

Here are six major takeaways from HD Expo 2021.

Diversity, Equity and Inclusion

Hospitality—indeed, the world—is in the midst of reckoning with inequality. This is both long overdue and nowhere near complete.

Truthfully, we’re just at the start of the process. There’s much more work to be done.

However, many global hospitality brands and their partners are taking steps to be more equitable. The focus on diversity, equity and inclusion is holistic, spanning C-suites to fronts and backs of house.

Refreshingly, this commitment to diversity, equity and inclusion isn’t limited to hotel and restaurant chains. Smaller, independent operators are also up to the challenge of eschewing long-standing inequalities and toxic norms.

We have a lot more work to do but change is in the air.

Sustainability

Another widespread hospitality industry focus is sustainability. Again, global brands and equipment manufacturers to independent operators and small design firms are seeking to operate more sustainably.

Hotels, resorts, and restaurants are committing to design and operations that lessen their impact on local areas and the globe. Equipment manufacturers are doing the same.

While a smaller show this year, the HD Expo floor featured several exhibitors proudly pursuing LEED and other environmentally-friendly certifications.

Certainly, the hospitality industry has been focusing on sustainability, “going green,” and responsible operations for a few years. From what we saw at HD Expo 2021, the desire for sustainability and environmental design is only going to grow stronger.

Return to Nature

Intriguingly, many designers and boutique operators are changing how we think about resorts. Airstreams and intimate cabins that encourage guests to recharge and reconnect with nature are on the rise.

For example, Getaway intends their guests to disconnect and immerse themselves in nature. Ideally, a guest won’t even consider bringing electronic devices and trying to work or spend any time on their phone.

A quick exploration of the Getaway website makes the brand’s mission clear. Slides have titles such as “Getaway from Nashville” and “Getaway from Chicago.” The navigation bar lists Getaway locations under the heading “Escape From.”

Conversely, there’s Yonder. This resort in Escalante (more locations are on the way) also wants guests to disconnect. However, they do offer WiFi and aren’t about escaping from the world.

Rather, Yonder encourages guests to engage with one another. The Escalante property features a communal clubhouse and robust food and beverage program. A massive hot tub spans the length of the pool. There are no showers in the Airstreams or cabins—guests commune with nature when they bathe.

Of course, more traditional hotels and resorts, along with restaurants and bars, are also embracing the outdoors.

In terms of this design change, one can certainly draw a straight, well-defined line from the pandemic to outdoor spaces. Leveraging outdoor areas continues to be one of the most common solutions for navigating and surviving mandates and public health recommendations.

Nearly every panel discussion at HD Expo 2021 at least made a passing mention of maximizing the usage of outdoor spaces. Clearly, this isn’t a design trend—this change is here to stay.

Guest Tech

Increasingly, hotels and some restaurant brands are going out of their way to allow guests to control their stays through technology.

Want to order room service? A few clicks of your phone make that possible. Not completely comfortable? Adjust temperatures, lights, drapes and shades digitally.

From check-in to check-out, a guest can essentially control every aspect of their visit via the little device in their pocket.

This is, in part, a response to the pandemic. It’s also about adapting quickly to shifting guest needs and desires.

Hotel, resort, restaurant and bar, and entertainment venue guests are skewing ever younger. And each successive generation is ever-more technologically savvy.

If something can be handled via phone or tablet quickly and conveniently, a significant percentage of guests feel it should be handled that way.

Additionally, smart increases in tech implementation speak to another guest expectation: If they’re accustomed to having something from home, they want it at hotels and resorts as well.

In fact, Lee Shuman, vice president of construction and design for Peachtree Hotel Group, says guest expectation is impacting hotel pools. According to Shuman, pools “seem to be falling to the wayside” in favor of larger, better-equipped health centers.

Of course, this another change partly fueled by the pandemic. More and more people are focusing on their health. People are working out more and expect hotels and resorts to provide them with convenient ways to work out when away from home.

After all, a hotel is intended to be a home away from home.

Local Culture

As trends, locality and hyper-locality are growing stronger and stronger. Interestingly, a focus on local culture is impacting all areas of hospitality, not just F&B.

Several hotel, resort and design groups spoke to the importance of embracing locals in as many ways as possible.

Hotel and resort owners and groups are retaining the services of local designers. In turn, those designers influence exterior architecture, interior design, artwork, and a specific project’s color theory.

Who better, after all, to ensure a property fits within the landscape and speaks to locals? It’s only logical to work with local designers and artists—they’re immersed fully in a location and and its culture.

Local artists and artisans also imbue a property with its personality. They also help to attract local support.

We expect more hotel and resort groups to focus on differentiating one property in their portfolio from the next. Indeed, there are groups with portfolios wherein every property is unique.

F&B Focus

It’s fair to say that, traditionally speaking, many hotel groups treated their F&B programming almost as an afterthought. In fact, some groups made it clear F&B was unimportant to them.

That’s changing.

Locality and hyper-locality are permeating F&B programs, and hotels, guests and locals are better for it.

It’s no longer uncommon to find local food items, beer, spirits, wine, and soft drinks on hotel restaurant and room service menus.

The pursuit of the local is very real and very effective. Locals are encouraged by some hotel operators to work, relax, play, dine and eat at their properties. In fact, many groups seek to make their hotels and resorts a part of everyday life for locals.

Interestingly, hyper-locality isn’t new to today’s restaurant operator. We expect this “trend” to gain a stronger foothold throughout the hospitality industry.

Image: Crockfords / Resorts World Las Vegas

Vaccine passport on phone sitting on map and passport
by David Klemt David Klemt No Comments

Vax Passports? Here Come Vax Kiosks

Vaccine Passports? Here Come Vaccine Kiosks

by David Klemt

Vaccine passport on phone sitting on map and passport

Some airports and hotels are already leveraging kiosk technology to confirm a person’s vaccine status.

It’s only a matter of time before we see this technology expand to hospitality venues like restaurants, bars and nightclubs.

The question is, what will the confirmation process look like?

CLEAR Example

One of the simplest ways to imagine how these kiosks will work is via CLEAR.

The company uses a person’s unique biometrics to “transform your eyes and face into a touchless ID.” CLEAR can also use fingerprints.

Currently, you can find the service in more than 50 airports, stadiums and other locations. A person walks up to a CLEAR kiosk, it scans their eyes, face and/or fingerprints, and their identity is confirmed.

The company’s website shows a message explaining that CLEAR users can link their vaccine status to their account. At the moment, this appears to be one of the most seamless integrations in terms of tech and an individual’s identity.

One real-world example of how CLEAR works to prove vaccination status comes from the Las Vegas Raiders. To attend home games without wearing masks, people will have to download the free CLEAR mobile app. Using the Health Pass feature, they’ll be able to prove their vaccination status to go maskless at Allegiant Stadium.

Privacy Concerns

So, how else could these kiosks work? First, it’s incredibly unlikely that every major market will install such kiosks. The exception may be airports, of course.

However, some hotel and large restaurant groups may decide to use them, likely in cities like New York that already have vaccine passport apps.

In theory, using a platform like Google API, businesses could install kiosks that scan an app via QR code or other method to confirm a person’s vaccination status.

One glaring issue comes down to privacy.

Loyal CLEAR users trust the company or they wouldn’t use it. However, who would program apps that confirm vaccination status for kiosks? And who would own the data? How secure can that very personal data be?

Millions of people already believe being asked to wear a mask is an infringement on their freedoms. Millions also believe being asked to confirm their vaccination status is a violation of their privacy.

So, how will they respond to vaccine passports at hotels, restaurants, entertainment venues, stadiums, etc.? Whatever side of the debate you’re on, it’s clear that the divide between the vaccinated and unvaccinated is widening by the day.

As has been the case since 2020, lawmakers are punting on taking responsibility for how mandates and “recommendations” are enforced by businesses. As has been the case for well over a year, it’s the guest-facing workers who will bear the brunt of hostile encounters over mask and vaccine rules.

Image: Olya Kobruseva from Pexels

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