Article

QSRs find multiple uses for the iPad

While there are plenty of detractors, a number of experts see unlimited possibilities for the device.

July 11, 2010

Techies spent the first few months of 2010 discussing how the iPad would change the world. Now, just a few months after the launch of Apple's tablet computer, restaurant industry experts and providers continue to debate whether the device has its place in the quick-service segment.

The iPad's enthusiasts see multiple possibilities for the 9.5-by-7.5-inch device in QSRs, from linebusting to HR, while naysayers continue to express their doubts. Patrick Eldon, CEO of online ordering solution provider OrderTalk, sees plenty of uses for the iPad in restaurants because "it's a consumer product with commercial applications."

But others, including DT Research marketing manager Gabrielle Marshall, say the iPad just isn't rugged enough for use in the fast-paced – and often greasy – environment of quick-service. Instead, she sees the industry responding by coming up with technology features similar to that of the iPad.

However, experts on both sides do agree the product will influence existing technology. DT Research's tablets already have some features common to Apple's products, such as vertical to horizontal screen orientation, but DT Research now is looking into multi-touch technology and may adopt it if there is enough demand. But the company won't be adding such features just because users are wowed by them.

"In general, people are coming to expect a lot more as far as the graphical interaction and graphical interface from devices," Marshall said. "Besides looking at the cool factor in the market, we're listening to our customers and hearing what their needs are, specifically for their industries."

Here's a look at some possible applications of the iPad for QSRs:

Linebusting

OrderTalk has developed an order-taking app for the iPad that could have multiple uses in QSR, including mobile ordering. The company developed the app before the iPad's April launch when a fast casual client asked for a linebusting solution.

OrderTalk is in the midst of a pilot with the fast casual chain for a solution that combines linebusting with self-service ordering. When the restaurant is busy, the staff uses two iPads to take customer orders and payments. Managers each carry an iPod Touch — which has the same responsive touchscreen — loaded with the same app to help with additional linebusting. After the lunch rush, the staff locks the iPads into self-service ordering kiosks, allowing customers to place their own orders.

Eldon said the test has gone well, with no issues of durability or reliability, although the company continues to be watchful for any problems. Rubberized cases provide protection from dropping, and screen protectors shield the screen, for example.

But DT Research's Marshall says the iPad needs more than those safeguards to withstand the rigors of the QSR environment. More importantly, operators will find they are better off using devices designed specifically for their restaurant's needs.

"Certainly some businesses will try (the iPad) out," she said. "But I think in the long run, businesses — especially those that are dealing with a lot of demanding environments as far as handling and food messes — are really going to need something more ruggedized. The public is brutal on devices."

QSRs have been slow to adopt handheld ordering devices in general. LSRs that have done so often implement various add-ons to handle credit card payments and even quality control. Many of those add-ons are available for the iPad and iPhone but make holding the devices somewhat clunky. 

Eldon suggests QSRs that don't want to invest in the iPad (which ranges from $499 to $849 depending on its features) or even handheld devices should encourage consumers to use their own devices for mobile ordering. His company has had several clients inquire about that usage of the app.

HR

T.J. Schire, president of iPod training solutions provider Incentivize Solutions, sees multiple possibilities for the iPad as a training platform. The company's iPod solutions make training videos for employees portable, and the iPad's larger screen improves the experience.

The iPad also can handle e-learning software, which the iPod cannot; meaning QSRs that offer both types of training would only have to purchase one device as opposed to a PC and an iPod.

"The iPad will help us bridge the gap because you can run e-learning software on there, and you can run video on there," Schire said.

Schire, who also is president of 10-unit Which Wich franchise Smart Restaurant Group, is testing the iPad for training in his fast casual stores. He said he likes being able to house both types of training on one device but does see a few drawbacks.

For example, one advantage of the smaller iPod is that it can fit in a manager's pocket or hang on a lanyard and be used for on-the-spot training. The larger iPad won't fit in a pocket and so is more suited to a scheduled training session in a breakroom or dining room.

"It's not the solution for everybody, but there's a lot of cases where it makes a ton of sense," he said.

Chris Reed, brand catalyst and writer for consultant agency Talent Revolution Inc., said once operators get past the cool factor of the iPad, few QSRs will likely adopt it. But if any did, he agrees the device is best suited for use as an HR tool.

But rather than being used as an in-store training device, he envisions the iPad more practically kept in the hands of an area manager or area training manager. That would keep the expensive device from being abused in the harsh day-to-day restaurant environment but still allow QSRs to get good use from it, such as for training or orientation videos.

"I don't see having them in restaurants so much as I do see them being used as a mobile tool," Reed said.

Area managers

Kevin Purcer, director of interactive services for marketing firm Erwin-Penland, said there has been plenty of debate since the launch of the iPad whether it would be useful as a mobile tablet for area developers and the like. Like Shire, he sees the device as a great platform for showing videos. But the iPad simply is not practical for working in programs such as Excel or PowerPoint, so it's not an outright replacement for a laptop or even Windows or Android-based mobile tablets.

"In some cases, depending on what they're using it for, what they're doing and when, it makes sense over a laptop PC," he said. Still, QSRs are likely to put off any widespread adoption because of the product's cost and lack of ruggedness.

Pietro Parravicini, president and CEO of Anoto Inc., said he doubts the iPad will succeed as a mobile tablet because ruggedized Windows OS and Android OS systems still haven't taken off in the industry.

"There's more to portable computing than form factor and functionality," Parravicini said. "There's also usability, durability and training costs — and this is where the iPad and its tablet brethren fall short. Despite all the technical wizardry, they are too expensive, too fragile and too complex for most mobile field service application."

Instead, he recommends digital pen technology, which captures mobile data while performing like an ordinary pen.

Like Marshall, Purcer said the iPad is more likely to influence the industry than replace existing technology. He's eager to see the new slate of Android-based tablets due to launch this fall that have been rumored to be similar in functionality to the iPad.

QSRs also are more likely to benefit from more manufacturers responding to consumers' interest in such technology, as prices for the hardware among those competitors will likely go down.

"I think you're going to really starting seeing that (pricing) trend," Purcer said. "(But deploying) the iPad on a large scale, there's just a lot of challenges that face it."