Isn’t technology amazing? We seem to have an insatiable appetite for anything designed to make our lives simpler. Apple is reporting that we’ve now downloaded well over 100 billion apps and climbing. The sky is the limit for just about anything… with one, unique exception.
Go to almost any mall restaurant, and if it’s crowded, you’ll be put on a waiting list and handed a clunky piece of technology. That amazing piece of technology is called a restaurant pager, and with its pretty lights and impending buzzer, it seems to be designed to help both you and the restaurant. You’ll soon be reminded of its one, small, technological restriction: The range is limited to roughly a few hundred feet.
I suppose the good news is that the restaurant industry is using technology to move its customers away from the check-in station. The bad news is that, with a range that is so limited, all the restaurant industry has really done is move the waiting crowd to another location. This technology is slightly better than two cans and a piece of string. This baffled me so I decided to do a little research about this little device. Here’s what I learned:
- The first pager was invented in 1950 by a group of physicians, but it took 42 more years (1992) for the restaurant industry to jump on board. That alone was a pretty bad omen of what was to come.
- The restaurant coaster-pager was invented three years later in 1995, and the industry seemed to be back on track.
- Unfortunately, it took another eight years (2003) for those coaster-pagers to actually buzz, but at least progress was being made.
- I’m guessing we started resting a few too many drinks on our coaster-pager-buzzers because in 2011, a new breakthrough occurred: Our technological wonder became waterproof.
- Finally, the technology added a loud, rather annoying, and somewhat embarrassing vocal reminder that repeatedly shouts, “You are out of range!” when you cross over the antiquated boundary that has been established. Recently, I witnessed this breakthrough myself. No more sneaking off to a nearby store while you wait, and if you do, the entire mall will be notified of your deplorable behavior by your waterproof-coaster-pager-buzzer-shouter!
Clearly, I’m baffled by this product. Why would major restaurant chains such as Cheesecake Factory, TGI Fridays, and PF Changs, not want to improve their technology? Why wouldn’t manufacturers want to address this problem? It would make things so much better for customers, who are often waiting for over an hour with their waterproof-coaster-pager-buzzer-shouters. It would make things so much better for the stores located in the vicinity of the restaurant, since they could count on the restaurant’s waiting patrons for business.
Then I figured it out. I had originally thought that the restaurants had fallen asleep on technology, but I learned otherwise. They don’t want to fix the problem. The technology exists, and it has existed for decades. Restaurants don’t want to fix the problem because a solution might satisfy the customer, but it won’t satisfy the restaurants. The restaurant industry doesn’t want you to spend your waiting time away from their establishment because it would delay their ability to seat you when a table is ready. It would also limit their chances of trying to sell you more items such as drinks at the bar. In making this decision, the restaurant industry reminds me of one, fundamental rule that businesses must never forget: “When you create a process that serves no one but yourself, you are in direct conflict with customer service.”
In the end, it’s not about using, or not using, the technology that’s available. It’s about focusing on your priorities, and finding solutions that will ultimately serve the single most important entity of any business; the customer.
Had to smile at your use of the “good news” and the “bad news” that was a big “Adamism”. He always had the “good news and the bad news”!
Brina is referring to her nephew, Adam who tragically passed away last week. He was a wonderful young man, who overcame many of his challenges with grit, determination, a smile, and over 100 special olympic medals. If you want to read more about this amazing young man, here’s a link: http://www.sagelbloomfield.com/obituaries/Adam-Jolles/ Thanks for reminding me of this “Adamism” and thanks for posting.
Great BLArticle today, Rob! And, of course, the limited range encourages you to go into the bar and spend money there, rather than in any of the neighboring stores……
Such an important point Nick that I added it to the BLArticle®. Another reason for the restaurants to not want to use technology that’s available to them, and another reason to remember to never put your processes ahead of your customer’s. Thanks so much for posting Nick!
Great BLArticle and so true. I remember when I used to conduct market research and moderate focus groups. I used the motto, “it may be my focus but it is their group” – i.e., listen to the customer.
You nailed it Kim. If you don’t focus on the group, your competition will! Thanks for posting Kim.
Hi Rob,
I’m in favor of no pagers. If the restaurant has great food, customers usually are open for a reasonable wait. Restaurants should assigns a server to give free samples to the waiting customers. I’ve been in a few and people love a free slice of pizza or mini food samples while they wait. If that PR server has an engaging personality that’s a real plus. Every body wins!
Rob, this is a fun topic since my wife and I eat out a lot.
Regards,
Buddy
You’re in favor of no pagers?! Are you in favor of toothaches as well? Now I do agree with your free sample idea. Back in the 80’s there was a restaurant chain called Chesapeake Seafood House. It was not a buffet, but it was an all you can eat restaurant, and people took a while to eat. You lined up to eat at this restaurant, and it could take a long time to reach the front of the line. But they served coffee and a few snacks. It made waiting a lot easier, and in the end probably saved them money because our appetites were cut in half before we were seated. A win-win! Don’t fear the waterproof-coaster-pager-buzzer-shouter, just have them improve it. Thanks for posting Buddy.
Interesting thoughts. I am thinking that it would cost more due to extend the range in batteries, missing pagers and functions that enable uses that don’t require FCC or interfere with other local restaurants as well as the reason you proposed. The higher cost might also compete with a simple reservation system. Having your patrons in a queue so that they can be efficiently seated at a variable rate that corresponds to table availability is more efficient than a reservation system.
Along those lines, the places I used to eat that required reservations would instantly seat you (plenty of empty tables to choose from), but were not located anywhere near other businesses I could visit while waiting. However, this valentine’s is not a great time to get good service at a nice restaurant due to the lack of empty tables. I recommend giving a rain check for another date instead.
Spotluck is a fun cell phone application if you want to get a big discount at a randomly selected nice place that needs some business. It uses location technology to insure you are nearby before it lets you lock in the discount. One friend had trouble getting the restaurant to accept his discount rate due to “poor training of the staff.”
Best Regards,
John Schwab
Thanks for the tips John. There are a bunch of ways to get discounts, and to reserve tables to reduce waiting time. That said, I still am no fan of the antiquated waiting process when these perks are not available. Thanks for the post John.
Very interesting and great read! Thanks, Rob. When you drove to the fundamental rule for business, you hit the nail on the head. Certainly, this is a critical point related to focusing on your priorities and finding solutions for mutual interests. I feel refreshing and reflective at the same time, because it’s so easy to get lost in the midst of overwhelmed info. and techs.
Well, I did take a while to get at that point, but it’s all about building processes that serve the customer, and those who don’t – don’t survive. Always great to see your posts Hui!
I’m so glad you addressed this, Rob. I can’t tell you how many times I’ve thought to myself: “Why can’t I walk further than 20 feet? This is absurd in this age of cell phones!” You’ve clarified things for me, and although I’m not pleased with the rationale, at least there is an explanation. Thanks for sharing your findings with us.
Yes, I’m not pleased with the explanation either. You should know I originally was preparing to write about an industry lacking technology because I couldn’t imagine the restaurants intentionally avoiding it. But when I researched it and found a collection of technology that DOES exist, the message changed. Thanks so much for posting Ron!
After reading the Washington Post article about fancy upscale restaurants that were microwaving food prepared elsewhere and saying it was made fresh, on premises, I am a little less enthusiastic about going to those fancy restaurants with the buzzing coasters. And if a coaster ever yells at me, I’ll put on my long-term dirt list.
Well, I can’t speak about upscale restaurants microwaving foods (yuk!) but I suppose that belongs in the “Buyer Beware” category. It’s that planned obsolescence that annoys me! Usually, if you’re in a place that customers can actually walk around in, prepare the “long-term dirt list. Great hearing from you Bruce.
Very well done and interesting ti read. It appears as if you hit the nail on it’s head and drove the point home quite well.
That’s my job sir. Since this BLArticle® posted I have heard from a few companies that provide the technology that we want. Now, we’ve got to figure out how to sell it to them. I firmly believe if one restaurant in a large mall changes to a more customer driven system, the others will have choice. Thanks for the post Victor!
Well! Well! Well!
The fact that the establishment wants to keep its customers “tethered” or “walled in” to maintain and grow their existing business. I feel so vindicated, I will not only go 20 feet away and out of the pasture I’ll just be a rogue ewe and go to another pasture I like better! So, BAA!
Just bring a pillow so you can smother that waterproof-coaster-pager-buzzer-shouter, and go rogue!! Thanks for the post Edia.
“When you create a process that serves no one but yourself, you are in direct conflict with customer service.” Excellent line. Can I quote you on that, Rob?
By the way, if restaurants were smarter, they’d give you menus while you waited. Talk about quicker table turns!
Of course you can quote me! Menus, pickles, and any other small portions of food you want to offer. My goodness Costco does it – why not give your clients a small tasting of what’s on that menu. Rather than restricts customers from wandering, why not EARN the customer’s attention by providing a reason to wait around? Great post Steve!