MENU Makes Digital Ordering Easy

Digital restaurant platforms are improving the customer experience, but the benefits don’t end there. Customers enjoy a consistent ordering process, regardless of channel, and restaurateurs learn more about their customers, increase sales, and improve their operations.

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Image credit: MENU/Vapiano

The pandemic accelerated technology adoption across a number of industries, and one of the biggest benefactors has been the hospitality industry. To retain customers, quick service restaurants, or QSRs, launched new platforms allowing customers to place orders online and to join loyalty programs. The technology helped to keep restaurants afloat during the days of carry-out and curbside pickup.

The results have been positive. Digital ordering grew by 117 percent between February 2020 and February 2022, boosting restaurant delivery and drive-thru business. The huge growth in digital ordering allows restaurants to learn more about their customers, but only if they have control of their ordering channels.

Off MENU

An Intel® IoT Market Ready solution partner, MENU Technologies developed a comprehensive digital restaurant platform that supports mobile and Internet ordering with integrated payment apps, in-store kiosk-based ordering and payment, and voice ordering. Through a built-in loyalty program, MENU captures customer data and uses artificial intelligence to suggest items and upgrades specifically targeted to each customer, which increases sales by 30 percent, according to MENU.

When integrated with the restaurant’s point-of-sale system, MENU can enable more accurate ordering and highlight operational inefficiencies. Through data analytics, owners can predict sales trends and supply needs based on weekly, monthly, or year-over-year data.

Integrated Foodspot ordering allows a group of customers—such as several people in an office—to order and pay for individual items and tag them with a code. The code identifies each purchase, which is individually bagged by name, as part of a group order and is then delivered to a single location, saving delivery time and costs.

On the back end, MENU allows owners to manage omnichannel ordering and delivery services. It also provides control of menus and pricing across locations. Customer and store data can be analyzed and reports generated by order channel, ticket size, type of sale, and other factors. A dashboard provides a visual representation of the data.

Vapiano's MENU dashboard

Image credit: MENU

The Pandemic Push

Burger King in Latin America was considering an online ordering platform when the COVID-19 pandemic hit. As restaurant doors closed, the tech team accelerated its plans and began reviewing options. The company wanted a platform that featured high availability and convenience with a consistent customer experience regardless of the channel. The fast-food chain selected MENU. Burger King launched the mobile app and integrated MENU with its POS system.

MENU allows the QSR to learn more about its customers: who uses the app, and their ordering behavior. Burger King added smart couponing services and gleaned additional customer information, including how many customers read the coupons, where they shop, and how well their marketing efforts drive business to the restaurant. Burger King has since added event-specific campaigns, such as back-to-school contests and soccer-related promotions. Sales have increased, and the fast-food chain plans to continue rolling out MENU services and add the technology to its other locations.

Custom Ordering at Your Fingers

Italian restaurant chain Vapiano launched MENU to improve its ordering process. Instead of requiring customers to stand in line and tell an employee behind a counter which items to place on a pizza, for example, customers can order directly from their table using a QR code. Customers can choose pizza toppings from a list, and reorder food and beverages whenever they want.

Digital ordering has increased ticket size by nearly a third, in part due to upselling and less pressure to order in person, and 90 percent of customers believe the customer experience has improved since Vapiano launched MENU. Automated ordering has improved order accuracy and redistributed staff, allowing restaurants to handle a higher volume of customers while saving labor costs. Digital payment capabilities allow tables to turn over more quickly, so Vapiano can serve more customers.

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