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[悬赏]500亿字节服务:快餐行业可以从技术服务中学习到什么 (已翻译67%)

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英文原文:50 billion bits served: What fast food can learn from tech
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admin 发布于 2017-06-26 11:23:45 (共 6 段, 本文赏金: 21元)
参与翻译(3人): lh_lihuinihao greenflute chengjuzhen 默认 | 原文

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如今,快餐业今非昔比. 汉堡和薯条是唯一选择的日子一去不复返. 现在他们叫做"快速服务餐厅,"提供可供选择的美食有 健康沙拉, 无谷类菜单和素食等.


根据NPD 集团的餐饮服务分析师Bonnie Riggs,你会发现 这些快速服务餐厅的 价格普遍偏高,服务质量较差.


她说:"供需是另一个问题,我们的餐馆开的太多了". 例如 GrubHub 和 Caviar(GrubHub和Caviar为美国两家外卖o2o平台),在竞争中使用自有餐包和配送服务使快餐业陷入困境. 甚至,优步(Uber) 也要 进军饮食行业了.

lh_lihuinihao
翻译于 2017-06-29 10:52:44
 

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这并不是说快餐业要成为过去式了 -- 尽管就像煎过头了的苹果派一样确实如此 --  而是这部分市场正处于停滞状态。为了重新占据快餐业在美国人心目中的地位,快餐企业正在寻求新技术尤其是移动技术,以便使提前预订这样的服务成为可能。


事实上,Business Insider Intelligence 就预见了移动下单将在2020年达到 380亿美元的规模,其中将有超过10%属于快餐业销售。


餐饮业从整体上来说并不是很热衷于前沿技术,而且不断增长的移动APP供给尤其是移动下单特性,更多的是由消费者和利润而不是由技术发展带动的。



DMI, 一个移动科技服务公司,在去年底对2500名消费者进行了问卷调查,超过三分之一的消费者表示更愿意通过移动设备订购快餐服务,而不是通过柜台。


这是一个很重要的信号,但还有更重磅的消息:研究表明快餐服务的移动APP与其盈利有直接相关关系。以Take Taco Bell为例,据Business Insider Intelligence的数据,它的客户在 Taco Bell app上订餐的花费,平均比在店内直接点餐要多30%。


greenflute
翻译于 2017-07-02 16:00:20
 

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星巴克:数字订单的许诺与陷阱

星巴克这个咖啡巨头很早就通过智能手机应用支持移动支付了,效果还很不错。



自从面向广大用户推开以来,星巴克的客户中使用移动下单和支付的比例急速增长。截至到上季度末,星巴克的统计显示8%的交易是使用移动APP来完成下单和支付的。


但是自从零售商开始提供预订提货服务,问题就开始出现了。


事实上,这问题是某种程度上可以预见的:门店接受订单的能力增加了,但是他们可以完成订单的能力并没有增加。那些预订了热饮的客户们经常不得不排着长队等待。


而这可不是什么好事:星巴克的总交易量因此下滑了一些,而这又导致那些灰心丧气的移动用户们去别的地方补充他们的咖啡因去了。


greenflute
翻译于 2017-07-02 16:25:44
 

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时机就是一切

当Shake Shack决定启动他们带下单功能的移动APP时,是把星巴克的经验作为有警示意义的故事来看待的。这家汉堡连锁店近来增长强劲,而在考虑提供移动下单功能时,它不仅考虑了店面自身造成的瓶颈,同时还特别注意确保了订餐在合适的时机被取走,以避免冷掉的汉堡或者是滚烫的热饮。


所以除了将APP跟POS系统进行集成,Shake Shack 还雇佣了 Applause 这家软件测试公司在国内的几个地方分别进行了每组100个用户的试运行。


Peter Blair,Applause的市场副总裁,认为这些测试表明,门店需要一种和客户进行沟通的方式以便他们能及时取餐。


一个让人惊讶的发现是,有些客户甚至提前24小时下单。所以,在全国性发布之前的微调过程中,Shake Shack 增加了一个自动短信功能,可以让客户知道什么时候他们的订单将被处理,以确保他们能在最短时间内取餐。



greenflute
翻译于 2017-07-02 19:24:28
 

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More than mobile

In March, McDonald's announced its plans to roll out mobile order and pay in 20,000 restaurants worldwide by year's end. It will also begin to offer curbside pickup — an alternative to the drive-thru where you'll be able to pull up and grab your pre-ordered meal with no waiting.


But the smartphone is not the only digital touchpoint that McDonald's is pursuing. Around 500 U.S. locations have installed digital kiosks where customers can order and pay for their burgers and then have the food delivered right to their table. Consumers want better service from their fast food experiences, and McDonald's is willing to experiment with new tech and service models because its U.S. sales are down, according to Riggs.

Max Hamburgerrestauranger, a Scandinavian burger chain, already offered mobile ordering via its iOS and Android apps when it decided to also install kiosks in its stores. Apparently, that was a smart move. Orders placed via these kiosks and through the app account for half of the chain's annual sales, and in some locations, these digital orders account for as much as 70%. Plus, orders placed via kiosks are of higher value per transaction than those placed at the counter.


But some foodservice providers need to think about how customers can use mobile technology when they're not actually mobile or in the stores, but when they're ordering from home. Dominos, which has won accolades for its home delivery app, has gotten creative by partnering with sensor integration platform If This Then That (IFTT) to modernize the pizza-hailing experience.


One integration allows the app to control the color output of Phillips Hue connected lightbulbs to signify the pizza's journey to your front door — (blue means it's just gone into the oven, red means it's just about there). But other, less dramatic, (and frankly, more helpful) tweaks are possible, such as automatically turning off the lawn sprinklers when the driver nears the house.

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Recipes for successful integration

To enable this digital shift, foodservice brands are partnering with a range of service providers. Dunkin Donuts, for example, recently announced that itmigrated its corporate IT infrastructure as well as its mobile applications and e-commerce websites to Amazon Web Services in order to improve reliability, availability and security, among other benefits.


Beyond integrating their apps with their point of sales systems, foodservice companies that offer mobile ordering also need to ensure the transactions and the apps are highly secure. In addition to long lines of mobile app users, Starbucks has been stymied by fraud perpetuated via its mobile ordering app, which is a problem that's hard to shake unless customers take the necessary steps and change their logins.


It's too soon to know whether quick service restaurants will gain long-term advantage by trying to reach new customers through their phones or smart homes. Even with the most intuitive, secure mobile apps, chains won't succeed unless they attract and retain customers, and at the end of the day this requires good staff and tasty food. 

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