Restaurants use Gamified Checkout to assist in Kiosk Adoption Process

Self-ordering kiosks help some customers win big

Birmingham Alabama, Sept. 20, 2017 (GLOBE NEWSWIRE) -- Everybody likes a deal, especially one offering a discount or a free meal.

A new gaming component of Juke Slot's popular restaurant kiosk software rewards customers willing to play. Business owners and managers score big, too, by obtaining much-sought-after, valuable contact information on their diners.

The technology designer's goal in introducing the game to the kiosk platform is to give both sides an edge: customers potentially save money, and restaurants ultimately generate more revenue.

"If there's a chance that you could receive your meal for free every time you go out to eat at a particular spot, the likelihood that you're going to go back to that restaurant is pretty good," said Grace Vasa, CEO of Juke Slot. "Who wouldn't? Especially if the food is good.

"That means the restaurant can keep those customers coming back again and again. Gamification can create a profitable cycle."

Engaging customers presents one of the restaurant industry’s greatest opportunities. Doing it effectively is one of its greatest challenges.

Juke Slot’s gamified checkout helps make the mission less daunting.

How it works

When a customer is ready to pay his or her bill via the self-ordering kiosk, they select a button on the screen to check out. 

A new window pops up asking the customer if they want to “pay now and get a chance to win your basket.” If they do, they simply click a button that says “Pay and play.”

From there, a new screen appears, guaranteeing a 1-in-10 chance of winning the value of their cart. To do so, they must type in a valid email address.

Images of several sweets pop up, and the player is asked to choose a candy on the screen. Clicking an item reveals a prize.

Unlike similar programs and offers that provide discounts or freebies for future purchases – and that often aren’t received until days or weeks afterward – Juke Slot’s setup deducts the winnings immediately off the total tab listed on the kiosk.

“We live in an I-want-it-now society,” Vasa said. “If you promise something to a customer who thinks they’re going to receive a benefit immediately, it’s a huge letdown to them when they don’t.”

That instant reward goes a long way with customers’ satisfaction.

“I love the idea that you get the savings right away,” said Francie Mendelsohn, president of Summit Research Associates, which has provided insight and guidance for those in the technology industry for more than a quarter century. “If there’s a chance they’ll win, you bet they’ll play.”  

Restaurant owners decide the level of discount they wish to give customers during gamified checkout. Although a budget can be controlled, winners are random.

Budget control for gamified checkout can be done in different ways: capping the number of winners (e.g., 100 winners per day), limiting the total amount to be won (e.g., $20 per winner) or spacing out winnings against a total budget (e.g., $10,000 per week during a specified campaign period).

No matter how the process is set up, gamified checkout appears to be an asset for restaurants that use it. In comparing stores that used instant-win gamification and those that didn’t, Juke Slot found that:

• In-store traffic increased 18 percent.
• Average order values rose 24 percent.
• Check totals jumped 15 percent.

Power of discounts and emails

The solution’s introduction comes at a time when diners are economically conscious and routinely looking for bargains. In fact, three out of four consumers say they would go to a restaurant in off-peak hours if they received a discount, according to the National Restaurant Association.

Besides that, past purchasers are more likely to engage – and purchase again – than non-purchasers. That enables businesses to more easily establish and build relationships with those customers than exhausting time, effort and money to forge connections with potential new ones.

Diners who opt to play gamified checkout lose nothing, save for their email address they must type in for the opportunity. The risk is completely on the restaurant.

But discounting a portion of total sales is worth the risk to the restaurant when it comes to gaining customer contact information, experts say.

From the consumer’s standpoint, they feel considerably more comfortable giving an email address than a phone number. That way, if they are contacted, they can simply ignore or delete the message.

But an email address offers immense potential for businesses. To many restaurant industry experts, a customer’s email address is something akin to marketing gold. With it, restaurant owners and operators can:

• Deliver electronic deals or discounts on future purchases.
• Obtain feedback about the restaurant’s operation, fare and service.
• Gather input on menu additions and store changes.
• Solicit ideas for making the business better.

Email addresses are so potentially valuable that some businesses are willing to spend thousands of dollars for lists of addresses that may or may not be valid. Gamification enables a less-expensive way to obtain the same information, Mendelsohn said.

“We all get too much email,” she said. “But if a restaurant can make it worthwhile, a customer absolutely will give their email address.”

The interaction between a customer and business that takes place through email tends to be more candid, as the channel is not public, such as social media. That personal contact can generate insightful and valuable discussions with those whose feedback perhaps matters most.

When using emails to connect with customers, though, it is imperative that owners and managers reply to messages, experts say. Failing to do so reflects negatively in the eyes of customers, and they won’t email the restaurant again.

“Gamified checkout is a tool to further bridge the gap between restaurants and diners and help forge a relationship that lasts beyond an initial encounter,” Vasa said. “This program is an easy, simple addition that is a win-win for both.”

Juke Slot develops automated technology designed to facilitate faster service and provide entertainment for consumers in the casino, hospitality and restaurant industries. Its Android-based kiosks’ sole purpose is to provide faster service and entertainment to the everyday public environment, with customized application capabilities based on customer needs.

The company’s device provides a tableside ordering, and a EMV-certified solution that enables secure transactions. Juke Slot’s lineup also features a standup touchscreen kiosk aimed at the quick service industry.

Juke Slot focuses on giving its customers more control of their operation — over their customer ordering process, over their onsite marketing and over their business processes.

For more information or to purchase Juke Slot’s software or kiosks, email sales@jukeslot.net.

Email: sales@jukeslot.net
                    website: www.restaurantkiosk.com