Conclusions that lead to business decisions and to optimizing income and costs
When I started talking about real applications of artificial intelligence more than two years ago , I did so based on very powerful initiatives that at that time were taking their first steps towards the real world (and which have continued to evolve in this time, of course).
Something similar has happened with innovations such as blockchain or new ways of interacting with voice between companies and users.
But as is normal, all these innovations have been developing and making their initial promises a reality. Some are moving faster than others, but they are all getting closer to our daily lives.
I was recently recommended a indonesia whatsapp number list conference by Benjamin Calleja , CEO of Livit, on the application of artificial intelligence in defining the user experience in restaurants.
In his talk he talks about how they apply artificial intelligence in a restaurant, which they use as a laboratory, in Stockholm. And the truth is that it is the dream of every marketing professional and how data helps transform companies.
In his case, the summary of the origin of all these learnings is in the combination of an obsessive and widespread passion for measuring each interaction (both quantitative and qualitative), combined with artificial intelligence as the driving force of change in every aspect of the restaurant.
Measurement and artificial intelligence as drivers of change
At the end of the article I leave you the video, but I would like to leave you with some of the lessons learned as a summary:
To take advantage of innovation, the what is as important as the when .
Being the first to apply it correctly gives you a huge advantage over the competition. Today, there are many ways to innovate and obtain results in the short term. However, it is not worth innovating for the sake of innovation , nor letting ourselves be carried away by trends without first thinking about their application in our company. In some cases it will make sense for us and in others it will not.
“ 78% of millennials prefer to spend more on a good experience, rather than investing in an attractive product . ”
This is directly applicable to a restaurant, but equally important if we think about any interaction with our audience.
They have optimised their processes to the maximum: for example, they have reduced the waiting time from ordering the food, serving it and paying to 3.5 minutes (in a “high- end ” fast food restaurant, with an average stay of 18 minutes in the restaurant). All products are cooked in the same time: 1'50”…. And most importantly, all this has led them to achieve a 30% EBITDAR.
They measure everything and are able to relate it to other variables : when they say they measure everything, it means that they take every piece of data available, measure and analyse it, and also put it in the context of the events that may take place in the city, in order to be able to do predictive analysis and thus get ahead. And all this not only in a quantitative way, but they also carry out qualitative surveys to delve deeper into the data.
One of the most important things they have done is to understand who their customer is: for example, they use tracked mobile phones (and I understand that with the customer's permission) to find out their habits: how often they come, where they come from and at what time, where they live, work, time it takes to get to the restaurant... All this information allows them to make a map of their customers' movements and find out their preferences when it comes to going to the restaurant. Thus, for example, they can determine the areas where they have the greatest number of people who like the restaurant and therefore, whether they should open another one in that area, or delimit the geographical influences of the different restaurants in the city or think about delivery areas (if they have one).