Rockbot FSTEC 2015 Boot Camp - The Connected Restaurant Experience
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You walk into a restaurant and your phone buzzes–a personalized “hello” triggered by beacon technology. You notice a digital menu on a tablet kiosk and see your favorite meals pop up for quick ordering. Suddenly, you hear one of your favorite songs play through the loud speakers, while a range of interactive entertainment crosses the TV screens prompting you to engage. This presentation looks at how connected in-store technology is enabling a new era of personalized guest experiences, on-premise marketing channels and powerful innovation opportunities at each of your locations.
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Rockbot FSTEC 2015 Boot Camp - The Connected Restaurant Experience
- 1. Presented By: MINORITY REPORT: THE CONNECTED IN-STORE EXPERIENCE September 27, 2015
- 2. AGENDA 1 EMBARK ON THE CUSTOMER JOURNEY 2 REIMAGINE JOHNNY ROCKETS BRAINSTORM THE FUTURE 3 4 TEAM DISCUSSION 5 Q & A + AWESOME PRIZES
- 3. Garrett Dodge CEO & Co-Founder Rockbot Lacy Morris VP, Information Technology Johnny Rockets Jon Cassell VP, Business Development Rockbot INTRODUCTIONS
- 4. PERSONALIZED CUSTOMER EXPERIENCE ! https://www.youtube.com/watch?v=7bXJ_obaiYQ!
- 6. KURZWEIL’S TECHOLOGY ACCELERATION 4 Years To Maturity ? 45 Years To Maturity
- 7. THE CUSTOMER JOURNEY 1 2 3 4 5 6 7 The Intention Why eat where? The Arrival Greetings & Impressions The Order Ease & Personalization The Guest Experience Ambiance & Engagement The Food Presentation + Shareability The Payment Automation & Upsell The Share Off-Premise & Online
- 10. “THE INTENTION” IN 5 YEARS Word Of Mouth Hyper-Local Group Targeting New Channels Real-Time Proximity
- 11. “THE ARRIVAL”
- 12. “THE ARRIVAL” IN 5 YEARS Holograms & Screens Dynamic Seating Temperature Lighting Personalized Audio
- 13. “THE ORDER” Garrett Last 5 orders ü Double Cheeseburgerü 12 Piece Buffalo Wingsü Bacon Cheddar Chickenü Fried Shrimp ü Pizza Slice
- 14. “THE ORDER” IN 5 YEARS Pre-Arrival Orders Hyper- Personalization Touchscreen Tables Guest-Controlled Service Machine Learning
- 16. “THE GUEST EXPERIENCE” IN 5 YEARS Interactive Media Crowdsourced TV Content Touchscreen Tables Social Gaming Live, Branded Programing
- 17. “THE FOOD”
- 18. “THE FOOD” IN 5 YEARS Custom Presentation Personalization More Choices Storytelling
- 19. “THE PAYMENT”
- 20. “THE PAYMENT” IN 5 YEARS Auto-Pay Dynamic Pricing Alt. Currency Brand Currency Mobile
- 21. “THE SHARE”
- 22. “THE SHARE” IN 5 YEARS Live Broadcast Auto-Share Virtual & Multi-Sensory Auto-Feedback Recorded & Searchable
- 23. THE CONNECTED IN-STORE EXPERIENCE 1 2 3 4 5 Automation Personalization Data Convenience Interactivity
- 25. TEAM QUESTIONS 1 2 Which in-store technologies will be the most impactful in your business over the next five years? What are some future ways in which guests may be entertained at your restaurant? What are a few potential use cases for beacons in your restaurant? How do you foresee new technologies impacting the training of in-store employees? What is your process for piloting new in-store technologies today and how could it improve over the coming years? 3 4 5
- 26. THANK YOU Garrett Dodge CEO, Rockbot garrett@rockbot.com Lacy Morris VP, Information Technology Johnny Rockets Jon Cassell VP, Business Development jon@rockbot.com www.rockbot.com
- 28. Source: MIT Technology Review!
Editor's Notes
- Lacy Novell Morris is the VP of Information Technology at Johnny Rockets where he has worked since 2009. Prior to that he worked for Rubios Restaurants and has a degree from William and Mary in Computer Science. [LinkedIn] Jon Cassell is the VP of Business Development at Rockbot. Prior to Rockbot he ran business development for SmartRecept where he focused on solutions for the QSR market including working with clients like Subway and Uber. He has a degree in Economics from UC Santa Barbara. [Linkedin] I’m the co-founder & CEO of Rockbot. Before I started Rockbot I did my MBA at MIT Sloan and helped start the Innovation Team at Caesars Entertainment.
- We thought it would be fun to kick things off with a bit of the future Sci-Fi has envisioned for us. Originally written in 1956 Minority report envisioned the future 100 years ahead. The movie came out in 2002. https://www.youtube.com/watch?v=7bXJ_obaiYQ
- Minority is a frequently referenced for it’s depiction of technology in the future both positive & negative. While the movie envisions this technology 40 years from today, I’d say we’re more likely to see it in the next 5. In this clip personalized advertising is powered by retina scans. Some of the ads seem more like spam – is he likely to drink a beer in the middle of the mall? While others in the shopping experience take into account the customer’s past purchases. But the takeaway is that the technology world that seemed futuristic just a few years ago is on our doorstep. No need for retina scans when we’ve got iBeacons.
- Are there any Ray Kurzweil fans in the audience? For those of you not familiar with him, in his book the Singularity he predicts graphs the exponential acceleration of technology the inevitable point computers are smarter than humans (around 2040) by graphing the adoption rate of popular technologies. It took landline telephones about 45 years to get from 5 percent to 50 percent penetration among U.S. households. Smart phones have gone from 5 percent to 40 percent in about four years, despite a recession. One of the big takeaways is that short segments on an exponential curve can look linear and as humans we tending to forecast the future based on these linear segments rather than exponentially. Whether you consider your organizing to be leading in technology or a fast follower I think the point is that you need to be ready to go much faster. http://singularityhub.com/2015/01/26/ray-kurzweils-mind-boggling-predictions-for-the-next-25-years/
- All of this technology can easily become overwhelming. Today we’re going to go through a framework to help us thinking about it – focusing on the key points in the customer journey, how they functioned in the past, today, and what they may look like tomorrow.
- Before we jump into what the future will look like, let’s not forget that we are in the business of delivering memorable experiences to our customers. These kind of experiences are what great brands are build on and why we keep coming back. For me the McDonald’s experience of my childhood is literally unforgettable. Here is one of my first birthday parities. As a new father I think about this picture and try to imagine – what restaurant would I host my daughter’s birthday in? Not just a family affair but a party for all of the families I the neighborhood?
- How would I discover the restaurant for that party. Here’s what it might have looked liked for that original party – a combination of location and brand. Today I’d probably start online.
- Looking into the future there will be much more data to personalize discovery. Yelp, Google, or the next hot app will know that my daughter’s birhday is coming up, know my typical budget, likely location and make appropriate recommendations. So how do we impact this portion of the journey. Well, just like on the internet today we can’t make the complainers go away but what we can do is drive more of the data we want to the top by encouraging the positive sharing, having the best meta data, and generating more content. For example, I’m always amazed when I look at yelp and all of the images for a restaurant are generated by users. You wouldn’t let customers decide all of the photos on your website. Why are we letting them create the brand perception on key customer acquisition channels?
- The next step is the arrival. Unfortunately the place we’re everyone knows your name is mostly gone due. But technologies like iBeacons are enabling an experience where customers can be greeted by name. For example, one thing the Rockbot app does is send a push notification to customers when they walk in the door telling them that we put one of their favorite songs in the queue. We call it the Anthem.
- Tomorrow much more of the environment can adjust. Holograms could become the hostess. No need to tell her you want a booth. She already knows. I should stop here and also say that in general, I don’t think the goal is to replace the human experience we get going out. Technology of the future will continue to augment it and improve efficiency WHILE delivering memorable experiences.
- Ordering used to be a manually affair prone to errors. Today tablets used by servers or on the tables improve efficiency. We will talk more with Lacy on the learning's at Johnny Rockets.
- Tomorrow that menu will know the options relevant to us and the new items we’re likely to try. The whole table will be a tablet and the system will get smarter based on all that data it collects on customer behavior.
- In causal dining the experience at the table is the longest segment. Even in other verticals it is an important part of the brand experience. With their Americana brand Johnny Rockets has always used music as one of the ways they create the brand experience. With Rockbot they brought that experience into a mobile / tablet world while maintaining their brand identity.
- Tomorrow’s technology will continue to take advantage of the unique social out of home experience. Rather than just watching the big game a buffalo Wild Wings we’ll be playing along with our phones. The tables will be another screen. Beyond sports and music new forms of social games will come along. Our environments give customers something they can’t get at home and the technology should reflect that.
- Let’s not forget the actual food. I couldn’t help but think of Taco Bell. They always inspire me with their new menu creations.
- Tomorrow that experience will continue with more personalization. Siri or our table will tell us the story of our food. Where did it come from, who crafted it?
- Payment. It’s part of the experience that can be slow or frictionless. This is a hot topic today due to mobile and EMV.
- Tomorrow we’ll see more of alternate currencies, brand currencies and auto. To some extent these are table stakes for every restaurant but it’s also an opportunity to capture rich data.
- Lastly we share our experience and start the cycle over. We still share that over the water cooler but now our voice is magnified through the internet.
- Tomorrow, that continues to accelerate. EVERYTHIGN the serve said to the guest is recoded. Every visit tracked so that it can be shared with one click. The complainers get much louder but so do our fans.
- To summarize, new technologies create a huge opportunity for the next generation of guest experiences. To be successful they need to align with the brand goals and identity. The time is now to accelerate core competencies in these key areas. Building these competencies in house and through strategic vendor relationships further helps brands accelerate.
- http://www.technologyreview.com/news/427787/are-smart-phones-spreading-faster-than-any-technology-in-human-history/ It took landline telephones about 45 years to get from 5 percent to 50 percent penetration among U.S. households, and mobile phones took around seven years to reach a similar proportion of consumers. Smart phones have gone from 5 percent to 40 percent in about four years, despite a recession.