Hamilton Chan is CEO and founder of Paperlinks, which provides the leading QR code infrastructure for businesses. Codes generated through Paperlinks app can be scanned by the free Paperlinks iPhone app or by any QR code reader on any smartphone platform.
Despite criticism, the QR code continues to be a major player in the evolution of mobile commerce.
But while many Fortune 500 advertisers may have embraced the QR code in their marketing efforts, the restaurant industry has proven a relatively late adopter of the technology.
When used to power speedier transactions and provide timely information, the QR code is a useful tool for restaurateurs seeking to augment the customer experience. On takeout menus, dine-in menus and real world advertising, the QR code has a purposeful place in the restaurant experience.
As any supporter of QR codes, near field communication (NFC) chips, or augmented reality will tell you, the key is the destination, not the mode of transportation. It doesn't matter if information is delivered with zero friction, if the information itself isn't wanted, it won't pay off.
Are QR codes just a marketing fad, or can the mobile technology deliver real value for restaurants and consumers at the right place and at the right time? Here are four ways QR codes can be effectively leveraged in a restaurant environment to improving the overall dining experience.
1. Mobile Ordering
Ordering food from a smartphone is incredibly convenient. It is sub-optimal to have to speak to a live person, who is juggling multiple roles in a restaurant, dealing with customers face-to-face and handling several ringing phone lines.
Enter the QR-coded takeout menu. Restaurants realize that the printed takeout menu is still one of the most effective ways to elicit food orders. It's tangible, colorful, holds a lot of information and is easily shared. Adding a QR code to the menu triggers a mobile ordering experience. That way, restaurants can marry the best of old and new technology and make the traditional takeout menu digitally interactive.
Or prompt a customer to complete a takeout order online, at which point she'll receive a custom-generated QR code to be scanned at the point-of-sale. The Melt handles orders by generating QR codes that help consumers skip the ordering line.
2. Links to Photos and Social Media
Ever stare at a text-based menu and wonder what a particular dish actually looks like? A QR code strategically placed on a dine-in menu has the ability to take consumers to additional information. The QR code could lead to photos with dish names, to the restaurant's Yelp listing, or to Twitter and Facebook links to encourage social media sharing.
On takeout menus and any real world advertising, the QR code can trigger links to a wealth of useful information. In this manner, the QR code is not a marketing gimmick, but a bona fide mechanism to provide interested parties with information on which they can act.
The mobile landing page launched by the QR code on a takeout menu could include hours, contact information, a map and directions. Special offers and feedback forms could also be part of the mobile-optimized experience.
Additionally, most QR readers have a history tab that logs previously visited sites, so the information, once scanned, could be referenced later.
3. Different Restaurants, Different QR Code Applications
The QR code can be utilized effectively by a variety of different restaurant types, from fine dining to casual, from fast food to food trucks.
A fine dining establishment might wish to use the QR code in a city guide advertisement, which leads to its online reservations system and photos of the interior of the restaurant.
A fast food restaurant could add the QR code to a table tent ad, leading to a special promotion in exchange for an email address.
And food trucks could affix a QR code to the side of the vehicle to help people skip the line, should they wish to order and pay through their smartphones.
4. A Word About Aesthetics
A common objection to QR codes is that they are ugly and unbefitting of a nicely designed marketing strategy. It is true that the standard out-of-the-box QR code isn't particularly aesthetically pleasing, but brands can improve the appearance with clever design tricks that ensure scanability and beauty.
By going with a custom-designed QR code, restaurants can represent their style, while also reassuring customers that the restaurant has put some thought into the experience.
As consumer smartphone adoption continues to surge, QR code usage is becoming more sophisticated. In particular, QR codes are transforming from a mere advertising hook to an integral part of mobile infrastructure. From boarding passes to takeout menus, the QR code is becoming less novelty and more utility.
One challenge for restaurants is always staying fresh in the minds of consumers. The restaurant that embraces mobile technology intelligently will demonstrate its cutting-edge commitment to excellent user experience and customer service.
Images courtesy of WTF QR Codes, Flickr, alexhung
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