Over the past few years, foodtech has penetrated the heart of fast food, transforming traditional methods of service and sales.
Bagelstein, founded in 2011 by Gilles Abecassis and Thierry Veil, is a perfect example of the sector’s transition to digital.
How is technology shaping the world of fast food?
Analysis by Thierry Veil, co-founder of Bagelstein.
The rise of digital technology and its impact
Statistics shared by Thierry Veil reveal that 78% of sales by major fast-food chains now come from digital platforms, such as ordering kiosks, click-and-collect and delivery services. By comparison, only 21% of sales are still made at traditional checkouts, a trend even more marked in the UK, where some chains have done away with checkouts altogether.
According to Thierry Veil, combining digital technology with a better customer experience is entirely possible, and he confirms that “for some consumers, digital equipment can even make the difference in choosing a restaurant”.
Order terminals: efficiency and increased sales
At Bagelstein, the order kiosks have had an undeniable impact on sales.
“The primary objective of the kiosk is not to reduce payroll costs, but to increase the number of orders and the average basket,” explains Thierry Veil.
Indeed, the kiosks’ visual interface encourages customers to add extras without worrying about the additional cost (around €1), a gesture often ignored or refused when interacting with staff.
What’s more, the perception of waiting time is reduced when using a kiosk.
“We place orders more quickly on the kiosk, so we just wait until the order is ready,” he points out.
So, not only does the kiosk improve ordering efficiency, it also enhances the customer experience.
Foodtech investments and strategies
Bagelstein is concentrating its R&D investments primarily on order terminals rather than the website. “We ‘ re focusing on loyalty, since digital technology enables us to collect valuable information about our customers,” adds the CEO. For example, thanks to a cashback program, Bagelstein obtains insights to improve services and loyalty.
In addition, Bagelstein relies on an order forecasting solution to adjust orders and reduce losses.
“This enables us to adapt orders to sales and drastically reduce our losses,” explains Thierry Veil.
The crucial role of digital tools for franchisees
With a central kitchen and tight delivery schedules, Bagelstein franchisees have to place orders every other day.
Technology facilitates and automates the management of these orders, even if a franchisee forgets to show up.
The impact of foodtech on fast food is undeniable, offering substantial advantages in terms of sales, efficiency and customer experience.
By embracing these technologies, Bagelstein illustrates how brands can evolve and thrive in this new digital environment.
The year 2024 will confirm or deny this trend.
Our 5-point summary by L’Express Connect IA
(vérifié par notre rédaction)
Here’s a five-point summary of the article on the subject of technology and how it’s reinventing the fast-food customer experience.
The rise of digital in fast food: According to Bagelstein’s founder, 78% of sales at major fast-food chains now come from digital platforms such as ordering kiosks, click-and-collect and delivery services, compared with just 21% of sales at traditional cash registers.
Impact of ordering kiosks: Ordering kiosks at Bagelstein increase sales and average basket.
They encourage customers to add extras, which are perceived as less costly than a cashier interaction, improving ordering efficiency and reducing perceived waiting time.
Targeted R&D investments: Bagelstein invests mainly in order terminals to improve customer loyalty through the collection of customer data.
Their cashback program provides valuable information for improving services and customer loyalty.
Order forecasting and loss reduction: Bagelstein uses a technological order forecasting solution to adapt quantities and reduce losses.
This technology enables orders to be adjusted in line with sales, drastically reducing losses.
Automation and efficiency for franchisees: Technology makes order management easier for franchisees, even if an order is forgotten.
Bagelstein centralizes kitchens and delivery flows, guaranteeing better management and automation of processes.
