Own a restaurant? Get an NFC app and NFC tags with CustomerIn

If you have been interested in NFC tags and NFC apps and you own a restaurant or a chain of eateries, this will be of interest to you. There has been a lot of chatter about uses for NFC tags and NFC apps in the food business, but until now there has been no formalized offerings available for restaurant owners and managers to incorporate NFC efficiencies into the dining experience. However, that has now changed as a company called CustomerIn launches its “connected restaurant app” into the wild.

The connected restaurant app allows a few functions of a dining experience to be managed through NFC tags and a smartphone NFC app that allows customers to receive coupons, browse the restaurant’s menu, call a server to their table and request a bill. Where this use of NFC becomes really powerful is in CustomerIn’s back office software that shows analytics and requested actions in real time that allows the management staff to keep on top of order, requests for bills and problems that may occur. Each NFC tag at each table is unique and identifies which table is requesting service at any time. This prevents customers waiting unnecessarily during busy times and affords management the ability to prioritize their work flows to achieve maximum customer satisfaction. Having the social network check-in feature is also a great way for restaurants to get free advertising on customers’ walls and profiles. Although below we are going to look at ways in which the “connected restaurant app” could be improved, we have to say we really like what CustomerIn has done so far and it shows just how NFC is evolving with the simple use of NFC tags.

How could the “connected restaurant app” be enhanced and extended

The ”connected restaurant app”  is a great start to what will undoubtedly become a standard way for consumers to interact during dining experiences. We love the way the menu is available via an NFC tag and the way a server can be called. The backend software really adds to how efficient a restaurant can be while not sacrificing quality of service in busy day parts and best of all the ability for the consumer to be in control of their experience is a real and viable way in which NFC provides an opportunity for repeat custom. We love the use of an NFC phone for table availability notifications and to check in at the lobby.

However, on viewing the ”connected restaurant app” we couldn’t help but want more from this admittedly great start in bringing NFC capabilities to a restaurant using NFC tags and a backend software solution. Instead of just having each table tagged, we would have loved to have seen each seat given NFC tags so that service could be provided based on seating arrangements. Allowing customers to place their orders by simply touching their phones against a tag embedded within the table on a per seat basis would also add efficiency and prevent wait staff from keeping check back to ensure customers are ready to order. Allowing ordering through the app would also allow customers to get separate checks if required, or allow one NFC phone to order everything for one bill. Allowing bill payments through the app would also be a great addition to this process. We can also look forward and imagine a server bringing a tablet to the table and customers paying by tapping their phones on the tablet to complete transaction. All of those things would have been nice to see but there were other additions that we would view as vital.

NFC gives the opportunity for restaurants to know who their customers are. We think that restaurant owners would love to be able to see if a customer is new to the establishment or if they are a regular. These analytics would be invaluable in identifying your most loyal customers and instead of just a coupon would allow restaurants to setup loyalty programs to reward customers for return visits. The other aspect that we couldn’t see in the NFC app or indeed part of the NFC tags system was marketing. Having “like us” or “follow us” NFC tags to dish out vouchers and engage with customers would have also been a top priority because permission based marketing is free and can open dialogue with customers that keep them coming back for more rather that paying Groupon or Google Offers for each offer you want to put on, which only enhances customer loyalty.

Although CustomerIn’s product is called an app from what we saw, we think it is in fact a web based app that a customer only connects to when they are on the premises. What would be great to see is an actual white label app where offers could be pushed to customers’ phones wherever they are to help fill up slower day parts and days to help keep them tables a’ turning.  We know we are being picky, and it is great to see the development just how it is, but if our suggestions are added to the product we feel CustomerIn’s product would become a must have application for a lot of restaurants.

CustomerIn ”connected restaurant app” features

Restaurant features

We have spoken about what we like and what we would love to see added to the “connected restaurant app”. But here is a round up of the features that the app has today.

• Set up NFC tags throughout your restaurant and connect with your customers and their NFC smartphones.
• Use NFC tags in table tents, menus or smart posters with your own artwork. Schedule actions to change automatically – show the lunch menu at lunch time.
• Enable your customers to check-in with their phones; notify them when their table is ready.
• Reduce wait time by enabling your customers to call for service or ask for their bill with a tap.
• Consult our analytics to monitor your transactions and make decisions based on real data.

The video below shows how a customer experience could be enhanced by using the technology.

The company may indeed already be implementing some of these functionalities as we speak and we will watch its development with great interest. If you are in charge of a restaurant, even today the CustomerIn ”connected restaurant app” could help you build loyalty and NFC tags manage your business better.