QSR Magazine: Tech Marks The Spot

QSR Magazine article, location-based technologies like geofencing, beacons, and radio frequency identification (RFID) are now increasingly being used in the restaurant industry to improve marketing efforts and ordering processes.

New technology is delivering data to restaurants that they’ve never had before. Having insight into what customers are buying, when, and where is giving brands the information they need to support their marketing strategies more effectively.

“Restaurants want to know their customers better, because by knowing their customers, they can personalize the convenience options and give them their food where they want it, when they want it, and how they want to order it,” says Vince Crimaldi, vice president of the consumer products, retail, and distribution unit at management consulting firm Capgemini.

New technologies certainly do not come without challenges though. Maintaining customer privacy and keeping up with costs associated with updating new technologies may prevent brands from attempting to include location-based technology into their business strategies.