When you go out to eat at a restaurant, there’s more to consider than just the quality of food. You may eat at a place where the food is great, but you had to wait 45 minutes for your main course. Once you got it, you no longer had anything to drink and the server was nowhere to be seen. Fortunately, some restaurants are starting to recognize this and take action. In the article, “Tijuana Taxi Installs Server Paging System for Faster Service” found in HT Magazine, the author discusses how a Mexican restaurant, Tijuana Taxi, “serves up their world famous Mexican and southwest cuisine faster than ever with the SoftTouch SoftCall system” (HT Magazine, 2008). The SoftCall system is a small wireless device with three buttons: Page Server, Drink Refill and Check Request. When a customer needs something, they simply press the button and the server will be notified. “For example, when a customer presses the Drink Refill button, the server gets a text message with the table number and all of the drinks currently being served; this allows the server to bring drink refills without querying the customer first” (HT Magazine, 2008). The SoftCall system allows the guest to create their own dining experience depending on whether they like more or less attention. In terms of the restaurant and its employees, the technology is “designed to improve workflow performance and customer satisfaction by sending real-time communications to servers and management” (HT Magazine, 2008). In other words, the SoftTouch SoftCall system keeps everyone happy.
I think the SoftCall system is a great idea but it definitely has its downsides. To start, the whole idea of eating out at a restaurant is the fact that you will be waited on. Should a company implement this new device, the guest is essentially waiting on themselves because they have to alert their server each time they need something. As a server, you are responsible for monitoring your tables. If you see that someone is low on water, you should recognize this and refill their glass; the guest shouldn’t have to tell you that they need more water. I believe that it would be okay for a restaurant to use this device as long as they don’t use it as their primary form of service. In other words, it could be used for emergencies only. I’m afraid that certain customers may take advantage of their power and abuse it by constantly alerting their server. The SoftCall system definitely has potential, as long as it’s used in the right manner.
6 comments:
Rosie,
I had read this article as well. I thought it was very interesting the format in which the "buttons" were designed. I am not surpised a technology like this has come around, However I never would have expected it to be so simple or at least just 3 buttons. I am sure theres justifiable reasons as to why that was chosen. One thing is specific which was not really touched on was the userability of this technology. By that I mean can your servers really utilize the technology for its full swing of capabilities, including the texts and integration of POS and these buttons. Closing checks and accuracy I could see being a problem. Lastly, I mentioned this to my non-HRIM friends and they all said more or less thats awesome or I would love that etc. etc., it may be interesting to see how many people if given the option would forfeit the personal service for modern technology.
-Frank LaMorte
I think the softcall system definitely has potential to be a top of the line mainstream technology in a restaurant. My group is doing the Restaurant 2010 research paper and I think that this could be a great form of technology to add to our restaurant or to at least add something like it to our restaurant. The downside I see to this is with the drink refill button. Suppose that at the table one person ordered a coke while another ordered an alcoholic drink, when the drink refill button is hit, I don't think the server should be told to bring out everyone's refill. I see how this could profit a server though in a no free refill facility or if a table had most alcoholic drinks, but I don't think the total idea was well thought out. Also, like Rosie said, I think this makes the server's job way easier. They are working to serve you, so this type of technology, with the right staff wouldn't be needed, and might only be used when the server is in a pinch. At the busiest hours I see it as totally practical, but it shouldn't be essential for the guests to enjoy their meal.
I think this will be a very good product to start using in restaurants. Personally I would love to have this when I go out to eat. There are always peak hours when a restaurant will be very busy so I am not sure if the text messages to the server will help or hurt them. It may become overwhelming for the server. This may cause even more confusion and decrease service time.
I think that the guest would like the button features because it puts them in control. I still think that the server should always check-in with their guest to make sure everything is going ok and that they do not need anything.
I agree with Rosie that this product has several positive and negative aspects.
Although most guests want to be waited on when they go out to eat, I think it is a nice option for guests who have a shorter time limit to spend or feel the urgent need for a new beverage or the check. I think this will definitely be an up and coming trend in the restaurants of the future.
If this product is implemented in other restaurants, I definitely think it is important, as like with other technologies, that this is only used an as option and not the only resort. Servers should still check on their tables periodically so not to loose the personal touch associated with eating out.
I like that this product will help to make servers jobs a bit more easy, especially during busy service times.
I think the SoftCall system definitely has its benefits as well its disadvantages. I know as a customer sometimes it can be very frustrating when you just need something small and a waiter is nowhere to be found. In this situation the Call system can be very helpful for a guest and make for a great dining experience. The SoftCall system can have some glitches as well. From a waiters point of view being paged every three seconds can ruin the flow of service especially if you were headed towards that table already. Also if a guest feels that they need to keep paging there waiter they may feel that they are not receiving good service and not leave a high enough tip. If used the right way this can be a helpful tool but I feel there may be more disadvantages that are not worth it.
I thought this was a very interesting article to read. The new Soft Touch SoftCall system seems like an interesting technology. Using the button technology will improve guest satisfaction and customer service. If a server has a busy night with a lot of tables the buttons can help them find out what a guest needs with out even asking. This may also get annoying to servers if they keep getting paged by every table. The server still needs to be aware of his tables and maintain contact with them. I think busy chain restaurants may need this technology because they may get extremely busy, but not individually owned ones.
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