The trend towards ‘Customisation’ and ‘Have it your way’ seems to show no sign of abating, with news this week that a restaurant named PizzaBuzz has opened in east London, offering customers the option to customise their pizzas, salads and ice cream, with a choice of five fresh dough bases, a selection of toppings, and mix and match ice creams. Diners can also use the FlyPay app to make additional purchases.
Using technology to allow for greater customization and greater spend is leading to success for McDonald’s in France, the company’s second most profitable market after the US. Self-serve kiosks allow diners to input and pay for their order at ATM-like stations, and then pick up the food at the counter. The kiosks also take the stress away from the front counter, help improve accuracy (because customers are inputting the orders themselves), and encourage customers to spend more as they are not handling actual cash.
For the ultimate in out-of-home beverage customization, Pepsico has recently introduced its ‘Spire’ soda machine – it has the appearance of a large tablet and allows customers to use a touchscreen to select and create more than 1,000 different flavor combinations!
Source: BordBia – Consumers Want More Choices and Technology Has A Role To Play
