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Methodology

The objective of this project was to measure technology adoption and implementation barriers among independent restaurants in five countries: France, Italy, Spain, Germany and Japan.

Context

Technological tools have invaded our daily life both at work and at home. Industries such as aerospace, auto manufacturing, finance and even healthcare have changed their practices and embraced this digital revolution.
In contrast, the restaurant industry lags far behind in terms of digitalisation. This is especially the case for independent restaurants. Innovation through technology adoption represents one of the most strategic challenges faced by independent restaurant owners but they have yet to change the way they operate.

Methodology

To understand technology use and implementation barriers among independent restaurants in Germany, Italy, Spain, France and Japan, we surveyed a significant panel of restaurateurs.

3405

Owners, managers and/or chefs METRO customers

From independent restaurants in Germany, Italy, France, Spain and Japan

365

Owners, managers and/or chefs non-METRO customers

In order to establish if there were any differences/ similarities regarding their behaviour towards technology compared to METRO customers. Overall, non-METRO customers have similar patterns.

Definition of the 11 business processes in a restaurant

  • Human Resources

    How a company manages its employees. Eg.: recruitment, training, planning, motivation, bonus and salary.

  • Marketing

    Processes a company uses to persuade clients to purchase from the company instead of their competitors. Eg.: gift card, loyalty program, price management, customer relationship management.

  • Communication

    Activities related to communication with customers. Eg.: social media, website, emailing,
    mailing.

  • Finance

    Systems supporting all financial aspects of the business. Eg.: accounting, payroll, invoice, supplier payment.

  • Payment Solutions

    Methods used to process customers’ payment. Eg.: POS (point of sales), card reader, mobile payment.

  • Service Management

    Processes to deliver a product or a service to customers. Eg.: client welcome process, taking order, menu, communication with the kitchen.

  • Kitchen Management

    Activities that transform inputs into outputs that are sold to customers. Eg.: Production, recipe creation, order management.

  • Delivery

    Activities that deliver your product or service to your customer outside of the restaurant. Eg.: order management, delivery management.

  • Booking

    Activities related to booking a table for customers. Eg.: booking management, table assignment.

  • Purchasing

    Activities to acquire resources needed to operate. Eg.: finding suppliers, negotiating prices with suppliers, ordering, quality controlling.

  • Stock Management

    Processes related to receiving, storing and distributing inputs internally. Eg.: inventory management.

Definitions of the 16 barriers faced by restaurateurs to adopt technology solutions

  • Cost

    of the technology solutions available on the market.

  • Priority

    relative to other projects that require existing resources and time.

  • Strategy

    of a restaurant with regard to use technology solutions.

  • Competitor’s use

    propensity to adopt technology solutions when they are used by competitors.

  • Clients’ expectations

    in terms of technologies available in a restaurant.

  • Availability of information

    given to adopt one or another technology solutions.

  • Availability

    of the technology solutions on the market.

  • Ease of Use

    of the technology solutions on the market.

  • Employee’s knowledge

    of technology.

  • Government regulations

    impacting the restaurant industry.

  • Reliability

    of the technology solutions available on the market.

  • Technology Offer

    from current suppliers.

  • Trust

    in technology solutions.

19 experts validated the quantitative questionnaire answered by independent restaurateurs in 5 countries from 2016-2017. The survey measured the use, importance and investment in technology in 11 business process and also 16 barriers of adoption.

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