Why the F&B business needs multiple sales channels - by Katrin Vellesalu — Photo by HRS Hospitality & Retail Systems

The upheaval that the F&B businessis going through means that to survive, it must be able to focus on multiple sales channels. However, this change is impossible without the technology to make sales more efficient and controllable.

New challenges

It is clear that fine dining and table service is struggling; consequently, many restaurants have had to rethink their operation just to keep their business running and pay the wages of their most valuable employees.

The coronavirus situation has now eased, enabling people to celebrate their “quarantine freedom” by returning to restaurants. But new challenges like increased energy and fuel costs are impacting the F&B product. Restaurants that digitize their ordering channel, allowing customers to choose from their mobile devices, get increased visits, more purchases, and a higher-order value; they can also cut their costs by reducing staff numbers.

The pandemic has changed customer behavior. They are now far more inclined to order food to eat at home, either delivered or by picking it up. The delivery channel has become difficult for restaurants which often find it hard to meet this demand cost-effectively. Many establishments now look at ways that incentivize customers to use the pickup channel; in effect, they outsource the transportation of the food to the customer. Restaurants find it much easier to offer quick and convenient curbside pickup options, allowing consumers to enjoy their off-premises meals without leaving their cars.

The best way to integrate

One of the simplest ways to integrate technology into a restaurant is to offer guests different ways to order and pay for their meal, such as mobile ordering and payment options. This service can be made easier for restaurant staff via digital tools. Kitchen display screens (KDS) and mobile devices for table service as a waiter application are examples of this approach. HRS offers TNG Go!, a Food & Beverage add-on that can be fully integrated with Oracle MICROS Simphony.

These sales channels for F&B outlets are here to stay, making their product available to a larger audience and helping the business. Rising employee costs and recruitment difficulties make self-service kiosks or ordering from the table as viable options, but they do not suit everyone.

Preferred sales channels

According to Restaurant Insider, digital services will continue to expand. Order and home delivery have increased by 300%, and mobile payment systems are much more common. Recent studies have shown that 40% of customers prefer to order their meals online or via an app, and they spend more that way.

This sales channel works because it encourages customers to buy from you while at the same time it helps to optimize your operation. Mobile ordering platforms give each type of business the perfect opportunity to combine every sales channel (delivery, pickup, kiosk, table order) into one system, making the whole operation much more efficient. The key element is the POS system and your integration with it.

Simphony Cloud allows restaurant owners to use third-party systems and integrate with third-party devices. These can be mobile devices, tablets, electronic menus, or even kiosks, allowing the system to meet any proprietor or guest requirement.

The POS system is a true management tool that will help you keep your costs under control, optimize your workflow, and enable you to keep an eye on your whole business without additional labor costs.

About HRS Hospitality and Retail Systems

HRS Hospitality and Retail Systems is Oracle's largest hospitality partner worldwide, providing coverage in 90 countries to more than 11,000 customers. With over three decades of experience in installing and maintaining hospitality systems, our commitment to providing exceptional support extends 24 hours a day, 7 days a week, 365 days a year, all in your local language.