Screenage: Dineout’s Ankit Mehrotra talks about digital transformation of restaurants
The Co-Founder & CEO of Dineout says it’s time restaurants keep up with how people order
exchange4media Screenage, a mobile marketing conference, on Friday saw Ankit Mehrotra, Co-Founder & CEO of Dineout, take to the stage as the first speaker of the day.
Mehrotra spoke on the topic ‘The digital transformation of restaurants - preparing for the next billion customers’.
He started off the session by giving the audience stats about the size of the Indian restaurant industry and challenges that it is facing.
“The Indian restaurant industry is 60 billion dollars. There are 500k restaurants pan India. It’s not possible to recommend a high selling dish using technology, it all depends on the knowledge that the server has of the industry.”
He went on to talk about the revolution where a lot of restaurants started experimenting with digital menus. “The challenge, however, was that the adoption was slow and the reason was that a huge upfront investment was required by the restaurants. A lot of restaurants had to invest in buying android tablets or IOS tablets. If they have 40 tablets, then the tablets were to be allotted per table. It just became an expensive gadget which can only be used to look at the menu.”
“The challenge with paper-based menu is that dishes sound the same in all restaurants. Visualising the dish is what diners would look forward to,” he added.
Mehrotra further shared with the audience how other industries increase prices based on demand.
“Restaurants are under pressure as real estate and labour cost is rising, but prices are not increasing. Thus, it’s time they keep up with how people order. So, restaurateurs across the globe are planning to implement surge pricing during the high period. Also, brands like Uber is also experimenting with pre-ordering. A lot of experimenting is happening.”
Mehrotra also spoke about Dineout’s new campaign ‘Scan the QR code on your phone and start ordering’.
“With Digital Media 2.0 by Dineout, you can scan the QR code on your phone, see the menu and start ordering even before you get seated. Not only this, there are ingredient warnings, prep time and calories, all mentioned, if the restaurant chooses to share. Doing this saves time of the consumer as well the restaurant. Also, this way the restaurants gets to know you more.”
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