On QR Codes and the Dining #UX Experience
A response to the New York Times Article, “The QR-Code Menu Is Being Shown the Door”
If you’ve dined with me recently, you’ve already heard this — keep scrolling! In fact, I wrote an (unpublished) draft about the QR Code — 2 years ago! I’m glad NYT (and the general public) has caught up :-). As both a former #hospitality professional and an early #technology adopter (aka the green bubble in your group-chat), I was bothered by the QR code menu’s entrance on the pandemic technology stage. Not because the tech is far from new (my fellow green-bubblers would know — when will NFC have its chance?), nor because its implementation is so inconsistent (website? pdf? DIY POS system? roll the dice!).
More simply, the QR code — as many establishments have adopted it — makes for a poor hospitality and dining experience.
When I choose to dine out, it’s not just for cooked food and prepared drinks — that’s available in the Trader Joe’s frozen food aisle. It’s for the carefully curated ambience created by the end-to-end performance that is a dining experience — from the warm greeting & seating of the host, to the friendly coaster drop from the bartender, combined with a perfectly paired playlist and slightly dimmed lighting, culminating in a delicious dinner with fabulous friends… …okay, sure, not all meals out are that rosy — but it often feels like establishments are all too quick to neglect the value of this ambience and toss the paper menu for the limited benefits of the QR code. From my own modified #UX/user-story perspectives…
…as a #Diner, my once-weekly escape from digital screens to enjoy #foodwithfriends is now subject to the same screens we came to avoid.
…as a #Server, I’m now competing with Apple & Alphabet for my guest’s attention, losing an opportunity for sales (ever looked at the cocktail menu as you’re seated and said “…I’ll have the [establishment-branded] margarita”?).
…as a #Manager, I’m decreasing sales and increasing the risk of unnecessary guest tech friction & frustration, potentially resulting in poor ratings or lost return business.
…as a #Restaurateur/Owner, I’m leaving my carefully curated hospitality experience in the hands of (and in competition with) mobile tech companies who’ve spent billions mastering the art of stealing attention.
Of course, the downsides to a QR code can be mitigated when they’re better in concert with the vibe of an establishment, when the technology works, when the servers are well-trained, when placed smartly with paper menus to promote specials, sales, etc. And — surprise — I’m not even 100% anti-QR code! I’ve been impressed by some creative usages of the QR code (i.e., integrated menu + POS). However, on the occasion when I’m fortunate enough to enjoy good food & drink with great service & ambience and solid company — all around good vibes — the poorly implemented QR code, and its uncertain expectations, steal that intimate #diningexperience.
#digital #hospitality #technology The views expressed here are mine alone and not the views of my current, former, or future employers.
Originally published in May 2023 at https://www.linkedin.com in response to the NYT article at https://www.nytimes.com/2023/05/22/dining/restaurant-qr-code-menu.html?smid=li-share
