Technology turns the tide for hospitality industry

‘You need an app for that’

Hyve Managed Hosting

featured image

New pub culture?
Technology will have a major part to play in kick-starting the return of England’s hospitality industry, as lockdown measures start to be lifted. Traditionally, pubs have shied away from using technology to push the sector forward, opting to uphold the quintessentially British bar service culture.

From 4th July, residents in England will be able to visit pubs, but things might look a little different. Not only will stringent social distancing and cleaning measures be in place, but customers may not be able to stand at the bar and order their drink of choice.

Government guidelines
The Government has published a lengthy document that sets out guidance for the hospitality industry and the measures that they need to take to operate safely. Pubs and restaurants will be encouraged to offer table service and limit contact with customers as much as possible.

Underpinning the pub openings is the industry’s contribution to the NHS Track and Trace Service, with customers being asked to provide personal information upon entry. Publicans will keep a temporary record of its visitors for 21 days so that they can be contacted should an outbreak of COVID-19 occur.

App technology
App technology is evolving with the changing times to enable pubs to offer table service and booking options, whilst collecting the required information about their customers. The guidelines have stated that logging data should be carried out in a way that is ‘manageable’ for the business – so whilst using an app seems like the simplest option, it will not be suited to all. 

Most of the apps on the market require the customer to scan a QR code and then make their food or drink choices using the app. Customers can order directly to their table after entering their name and phone number, which is then stored by the app. 

For independently owned pubs, the introduction of these measures could be challenging as they may struggle to set up a reliable process to log and store their customers’ details. The use of this technology may also alienate some customers, particularly those who do not own a smartphone, meaning that some paper records may have to be held.

Existing booking apps do not have the option to log details of all members sitting at the table, only the person ordering. So every person would need to order separately until this functionality is available in order to respect the government’s guidelines for Track and Trace. 

Data concerns
With nearly 40,000 pubs in the UK potentially set to collect data about its visitors, there are understandably concerns about how the data will be handled and stored. Whilst providing the data is only guidance and not the law, many pubs will aim to follow the government’s advice in order to protect the industry should a second wave of the virus occur. 

In the report there is little indication of which customer details should be kept and how they should be stored, only stating that if there is an outbreak, the data will allow contact tracers to easily find out who was in a pub or restaurant at a particular time. 

GDPR principles
It is vital that strict measures are put in place for data collection to ensure that data is handled in accordance with the General Data Protection Regulation (GDPR).

Key data protection principles must be considered so that the data is handled responsibly, meaning that pubs and restaurants should only collect necessary data, ensure that it is kept secure, and that it is not retained for longer than needed. Customers will also need to be informed how and why their personal information is being collected.

App developers and booking platforms must ensure that they are providing the hospitality industry with a secure method to collect and store personal data in line with GDPR, otherwise businesses could face very high fines. 

The times are changing
Whilst many regular pub revellers may be reluctant to change their habits and won’t enjoy the reduced interaction of the ‘new normal’, the use of apps for table service seems to be the only viable option if the hospitality industry is to continue operating during this crisis.

Though given the current situation, many consumers may actively seek pubs that are embracing technology to provide a safe and comfortable ordering process. It will be interesting to see if the introduction of technology into the traditional setting will cause a major shift in pub culture in the future.

What are your thoughts on the use of table service apps? Let us know @Hyve

Insights related to Blog

Navigating the Cloud Reset | Private Cloud as a Strategic Priority
Read our insight
Why Media Companies are Turning to High-Performance Cloud Hosting
Read our insight
Background image

Get in touch

Alert icon
check circle
Alert icon
check circle
Alert icon
check circle
Email icon
Alert icon
check circle
Lock icon

We will use your email in accordance with our Privacy Policy

Alert icon
check circle