The Covid-related disruptions of the past two years have presented unique challenges for the foodservice industry.
Skilled staff shortages, supply chain delays, rolling regulation changes and, of course, significant shifts in customer patronage, have proven challenging, and in some cases, detrimental, for many businesses.
Looking ahead with caution, there’s reason to be optimistic about 2022. Yes, there will be challenges. But there’s light ahead for well-prepared foodservice businesses.
For Signature Hospitality Group, home to The Sporting Globe Bar & Grill, TGI Fridays (Asia Pacific) and W.J.Wills Eatery, digitisation is a huge focus for investment.
“Following Covid, we’ve discovered just how much our customers love digital ordering, and we understand why: it speeds up the dining experience so that customers don’t need to queue at the bar or wait for a staff member to take their order,” says CEO and Principal James Sinclair.
The technology has allowed the group to better compete with QSR, “so that we can capture some of their customers, when traditionally we weren’t able to”.
Customers can also use the app to order ahead of arriving at the restaurant.
“This adds so much convenience if they’re just stopping in for a quick lunch during work,” says Mr Sinclair.
“We’re now using a hybrid model of in-venue wait staff as well as digital ordering, which we’re finding really successful.”
Mr Sinclair has a background as a financial analyst at Deloitte and Thomson Reuters, with expertise in leadership, people management, hospitality and omnichannel retail, as well as a sharp commercial finance and real estate acumen.
He says the opportunities that digitisation presents are enormous.
“We’re able to understand the purchasing behaviours of our customers due to how they engage with our app technology.
“Each time a customer makes a delivery or in-venue digital order, we can better understand their food and beverage preferences, and make sure that those products are front and centre to them during their experience at TGI Fridays or Sporting Globe.”
Signature Hospitality Group can also segment its database and market to its customers with far greater intelligence than it previously had.
“Digitisation is an area that we’re choosing to invest in, and we’re really excited by the possibilities that it presents,” says Mr Sinclair.
For the latest on foodservice trends and opportunities, check out the January-February issue of Convenience World.
