Why Automation Leads to More Hospitality

Empowering staff and Enriching the (Fine) Dining Experience

Empowering staff and Enriching the (Fine) Dining Experience
Article by
Bram Haenraets
Article update
November 8, 2023
Table of Contents

In today's ever-evolving restaurant landscape, the role of automation is a topic of both excitement and skepticism. Misconceptions abound, and one of the most common is the belief that automation leads to a less personal approach to service, undermining the essence of hospitality. In this blog, we debunk this myth and explore how automation can actually elevate personal service, enriching the dining experience rather than diminishing it.

Misconception 1: Automation Equals Less Hospitality

Another misconception that often circulates is the belief that automation results in a less personal approach to service, thereby diminishing the hospitality aspect that's crucial in restaurants. The argument goes that by introducing machines into the service equation, the essence of warm, human interaction is lost.

The Reality: Elevating Personal Service

Contrary to this misconception, automation can actually enhance personal service. By taking over routine tasks, automated systems allow staff members to direct their attention toward more nuanced aspects of service, including engaging in meaningful conversations with guests, personalizing recommendations, and proactively addressing any concerns. In short, automation enriches the hospitality experience rather than diminishing it.

The Proof: Quality Over Quantity

Quality interaction trumps mere presence. It's not about how much time staff spends with guests, but the quality of those interactions. Automation ensures that when staff does interact with guests, they can offer a richer, more attentive service, fully embodying the spirit of hospitality.

A Balanced Ecosystem: Machines and Humans in Harmony

Automated systems and human staff can coexist in a balanced service ecosystem, each playing to their strengths. Automation can handle repetitive tasks efficiently, while humans excel in areas requiring emotional intelligence, creativity, and a personal touch. Together, they can provide a hospitality experience that is both efficient and deeply personal.

Misconception 2: Automation Equals Job Loss

The term "automation" has, for many, become synonymous with the notion of machines taking over jobs once performed by humans. This concern is particularly amplified in service industries like restaurants, where personalized, human interactions form the cornerstone of the business. Media narratives often heighten these concerns, painting a picture of a future where human employees are entirely supplanted by robotic counterparts.

The Reality: Empowerment Over Replacement

However, the true essence of automation, especially in settings requiring high levels of customer service, is not about job elimination but about job enhancement. The objective is not to use machines to replace the human touch but to handle routine and repetitive tasks efficiently. By doing so, human staff members are freed from mundane activities, allowing them to focus on more value-added responsibilities that machines cannot perform.

The Distinction: Roles vs Tasks

It's essential to differentiate between automating specific tasks and replacing entire roles. In a restaurant, tasks like taking orders or managing reservations can be automated, but the role of a server or host entails much more than that. It includes understanding customer needs, building rapport, and providing a level of service that machines are currently incapable of offering.

Rethinking Automation: A Tool for Human Augmentation

In this light, automation should be seen as a tool for human augmentation rather than as a substitute for human skills. By taking care of routine tasks, automation technologies offer staff the luxury of time—time that can be spent on customer engagement, problem-solving, and other forms of value creation that contribute to a memorable dining experience.

The Real Objective: Enhancing the Guest Experience

When we think about what makes a dining experience memorable, it's usually not how quickly the order was taken or how efficiently the table was set; it's the quality of interaction with the staff and the overall atmosphere of the restaurant. These are areas where human skills like empathy, creativity, and emotional intelligence are irreplaceable.

How Automation Frees Up Staff Time

Automated systems can handle a range of tasks that, while important, are often time-consuming and don't significantly enhance the customer experience. Here's how:

  1. Order Accuracy: Automated ordering can drastically reduce human errors, making the process more efficient and freeing up staff to focus on providing excellent service.
  2. Handling Guest Requests: Intelligent systems can manage routine queries, like explaining menu items or confirming reservations, allowing staff to attend to guests in more meaningful ways.
  3. Data-Driven Personalization: Automation tools can store customer preferences, enabling staff to offer a more personalized service that goes beyond just taking orders.

The Empowerment Angle

Freed from the tasks that can be automated, servers can:

  • Spend more time interacting with customers, perhaps suggesting the perfect wine to accompany a meal or sharing interesting stories behind menu items.
  • Quickly and proactively address specific needs or concerns that customers may have, improving satisfaction and potentially increasing tips.
  • Participate in training programs to further enhance their service skills, as the automated systems handle the routine tasks.

Order Accuracy: The Bedrock of Customer Satisfaction

Why It Matters

Order accuracy is not merely a nice-to-have in the restaurant industry; it's a cornerstone of customer satisfaction and loyalty. Mistakes in orders can result in a chain reaction of problems—food wastage, increased operational costs, and delays that impact service time for all customers, not just the table where the error occurred. The ripple effect can be enormous, leading to a damaged reputation and negative reviews, which in turn can discourage potential new customers from visiting.

Additionally, correcting an order mistake often requires additional time and resources, like re-cooking a dish, which leads to inefficiencies. The need to redo an order may also disrupt kitchen workflow, causing further delays for other diners. In extreme cases, repeated errors can result in a customer deciding never to return, representing not just a loss of a single meal's revenue but potentially a lifetime value of a loyal customer.

The Automation Advantage

Automation technologies, including chatbots or intelligent voice assistants, can play a vital role in minimizing these issues. They provide several advantages:

  1. Direct Input: By allowing customers to directly input their orders through a user-friendly interface, the risk of miscommunication is minimized. The customer has the opportunity to review the order before confirming, thus reducing the chance of errors.
  2. Built-In Checks: Many automated systems come with built-in checks that can prompt customers for confirmation on unusual orders (e.g., a burger without any toppings) or remind them about common allergens if they've noted a dietary restriction.
  3. Real-Time Confirmation: Automation often allows for real-time confirmation where orders are displayed on a screen, allowing for immediate verification and changes if necessary.
  4. Integration with Kitchen Systems: Automated orders can feed directly into the kitchen's operating system, further reducing the chances of human error in transferring the order.
  5. Clarity: Voice-assisted systems, like those offered by companies such as Viqal, can articulate orders in a clear and standardized manner, negating issues like poor handwriting or misunderstood abbreviations, which can be common pitfalls in traditional ordering methods.
  6. Error Logs: Any errors that do occur can be logged and analyzed to make future improvements, an advantage over traditional systems where the cause of an error might be unclear.

In summary, automation significantly mitigates the risks associated with order inaccuracy, turning potential points of failure into opportunities for enhancing customer satisfaction. By adopting these technologies, restaurants can address one of the most fundamental aspects of their service, ensuring that customers get exactly what they want, the way they want it, every time.

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Automation of Guest Requests: Doing More with Less

Why It Matters

In a restaurant setting, a server's attention is perpetually divided among multiple tables, each requiring varying levels of interaction and service. Responding to guest requests for information about menu items, accommodating special dietary needs, or adjusting table settings are tasks that may seem minor in isolation, but cumulatively, they consume a significant portion of a server’s work time. In an industry where operational efficiency directly impacts customer satisfaction and bottom-line revenue, streamlining these tasks becomes a priority.

Moreover, the repercussions of slow or inaccurate responses to guest requests can be severe, ranging from reduced customer satisfaction to poor online reviews, affecting future business. Staff overwhelmed with menial tasks may also find it challenging to engage in activities that could elevate the dining experience, such as personalizing customer interactions or upselling premium menu items.

The Automation Advantage

Automation technologies offer a compelling solution for restaurants looking to optimize their front-of-house operations. Here's how:

  1. Instant Responses: Intelligent voice assistants or chat-based platforms can provide immediate, accurate responses to common guest queries such as “What are the vegan options?” or "How is the risotto prepared?" This ensures that guests receive timely information, improving their overall dining experience.
  2. Consistency: Automated systems provide uniform responses, maintaining a level of consistency in service that might be difficult to achieve with a human staff prone to variances in mood, knowledge, or attentiveness.
  3. Personalization: Based on historical data or current inputs, some advanced systems can even offer dynamic personalization, suggesting dishes or wine pairings that align with a guest’s previous preferences or current selections.
  4. Multitasking: Automation can handle multiple queries simultaneously, a feat difficult to replicate for even the most skilled human servers. This results in a faster, smoother service for all diners.
  5. Data-Driven Insights: Automated systems can capture and analyze data about guest preferences and common requests, offering actionable insights for menu development or service refinement.
  6. Resource Allocation: Free from routine tasks, servers can be redeployed to more value-added activities, such as engaging with customers to ensure an exceptional dining experience, or focusing on tasks that genuinely require the human touch.

By adopting automated systems for handling guest requests, restaurants are not just adding a layer of efficiency; they are fundamentally improving the quality and consistency of their service. This gives them a competitive edge in a crowded marketplace and allows staff to focus on what truly matters: delivering an unforgettable dining experience.

Dynamic Personalization: The New Standard in Dining

We live in an era where personalization is not just a luxury but a standard expectation across industries. Whether it's online shopping, streaming services, or even healthcare, consumers are accustomed to receiving tailored recommendations and personalized interactions. The restaurant sector is no exception. In a market teeming with options, the ability to offer a personalized dining experience can be a decisive factor in turning a first-time visitor into a loyal customer.

Restaurants that remember a guest's favorite dishes, are aware of dietary restrictions, or can even recommend a wine based on past choices, have an edge in attracting and retaining customers. This level of attention not only delights the guests but also fosters a deeper emotional connection, encouraging repeat visits and serving as a strong differentiator in a competitive landscape.

The Automation Advantage

Modern automated systems offer much more than operational efficiency; they can be the architects of personalized dining experiences. Here's how:

  1. Data Aggregation: Advanced systems can store individual data related to each guest's past interactions, from the dishes they ordered to the feedback they provided.
  2. Intelligent Analysis: Beyond mere data storage, these systems can analyze this information to discern patterns or preferences, like a penchant for spicy food or a fondness for a particular type of wine.
  3. Dynamic Recommendations: Utilizing this analyzed data, the restaurant can offer dynamic personalization. For example, as a guest scans the menu on a digital interface, the system could highlight their favorite dishes or suggest new ones that align with their taste profile.
  4. Special Occasions: Imagine walking into a restaurant that not only remembers it's your birthday but also knows your favorite dessert and offers it as a complimentary treat. Automation can make this level of personalization achievable and scalable.
  5. Timely Alerts for Staff: The automated system can provide real-time insights to the staff, alerting them to specific needs, preferences, or special occasions related to the guests currently in the restaurant, allowing for personalized service without the guest even having to ask.
  6. Feedback Loop: Post-dining, automated systems can request feedback in a personalized manner, further refining the data set for each guest. This continuous loop of data collection and analysis ensures that the personalization efforts are always evolving and improving.

By leveraging automation for dynamic personalization, restaurants can meet and exceed modern consumers' expectations, thereby creating a memorable dining experience that guests will want to relive. In an industry where customer retention is often more cost-effective than acquisition, this focus on personalization through automation can significantly impact the bottom line.

Data-Driven Improvements: The Backbone of Continuous Innovation

The restaurant industry is a dynamic and fiercely competitive landscape. To stay ahead, continuous innovation is crucial, but the path to improvement is often riddled with uncertainty. Is the new menu item as popular as you hoped? Are the promotions attracting the right crowd? Traditional methods like customer surveys or periodic reviews can offer some answers but often fall short of providing the real-time insights necessary for rapid improvement. This is where the power of data comes into play. By utilizing data, restaurants can not only react to current situations but also proactively adapt to emerging trends and preferences.

The Automation Advantage

With automated systems in place, restaurants can collect a variety of data points across the customer journey. This can range from basic metrics like table turnover times to more complex information like the correlation between menu items ordered and customer satisfaction ratings. Here’s how this data can drive improvements:

  1. Menu Optimization: With data on the popularity of individual dishes and their profitability, restaurants can make informed decisions on what to keep, what to modify, and what to remove from the menu.
  2. Customer Segmentation: Data analytics can identify different customer segments and their respective preferences, enabling targeted marketing campaigns or specialized menus for different groups.
  3. Promotion Effectiveness: Real-time data can quickly show the impact of a promotion or a special offer, helping restaurants adapt their strategies on the fly rather than waiting for an end-of-quarter review.
  4. Resource Allocation: Insights into peak dining times and popular menu items can inform staff scheduling and inventory management, optimizing both labor and material costs.
  5. Quality Control: Customer feedback collected through automated systems can be analyzed swiftly for quality assurance. If a particular issue—be it related to food, service, or hygiene—keeps cropping up, it can be addressed immediately.
  6. Guest Experience: Beyond operational metrics, data can offer insights into the softer aspects of the guest experience, such as satisfaction levels or areas where the restaurant is exceeding or falling short of expectations.
  7. Strategic Planning: Long-term data trends can provide a basis for strategic decisions, including expansion, pricing adjustments, and partnerships.

By continuously collecting and analyzing data, restaurants can turn insights into actions. This creates a cycle of continuous improvement, aligned closely with guest preferences and market trends, thereby ensuring that the restaurant is always one step ahead in delivering what its customers want.


In conclusion, this exploration of automation's role in the restaurant industry reveals a promising reality that dispels common misconceptions. Far from eroding the personal touch in hospitality, automation serves as a catalyst for enhancing the dining experience. By automating routine tasks, staff can redirect their attention to meaningful interactions, personalization, and proactive guest service. The misconception that automation leads to job loss is debunked, highlighting how it empowers human staff rather than replacing them. It's a tool for human augmentation, freeing them from mundane tasks to focus on value-added responsibilities. We've also emphasized the importance of order accuracy and how automation significantly reduces errors, leading to improved customer satisfaction. Handling guest requests is made more efficient through instant, accurate responses, allowing staff to elevate the dining experience. Dynamic personalization emerges as a key factor in modern dining, made possible by automation. By collecting and analyzing data, restaurants can offer tailored recommendations and foster deeper connections with guests. Lastly, data-driven improvements take center stage, showing how automation enables restaurants to adapt to customer preferences and market trends swiftly. In this dynamic industry, automation ensures that restaurants are one step ahead in delivering what their customers want.

In essence, automation in restaurants is not a threat to hospitality; it's a powerful tool that enhances service, empowers staff, and ensures that every guest leaves with a memorable and personalized dining experience.

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