We know what those ‘friction points’ are, in the Navy the process was called ‘hurry up and wait’, in Hospitality it is similar – all that down time, mindless vacuum, endless space, lost time – as our guest waited to check-in or have their food order processed. The wait was a lull they expected, planned for, and were subtly discouraged by. It was an irritant!
So, we courted technology to remove those barriers with the restaurant industry leading the dynamic. It appears to be working, particularly with the fast food sector. Ron Shaich, CEO of Panera Bread, is now a believer and innovator.