DIGITAL MENU

Tanjerine

An integrated tabletop solution combining tablet-based ordering, server handhelds, pay at the table, and guest entertainment.

The solution offers large chains or independent casual dining restaurants with these capabilities: menu customization, real-time data and on-menu browsing, Individual and multiplayer games, and POS integration.

 

Responsibility

Oversee all creative projects, working with the HUGE agency based in NYC for all creatives. A team of 4 Designers, 1 Art director, 1 Copywriter, 1 PM, and 1 account manager.

 

Project Scope

Dashboard and screen server, payment alerts, games, menu payments, NAV log out, build drink, welcome global elements.


User Research

What is the objective of the user research?

Identify how an in-venue digital experience can resolve key user pain points and create new opportunities to deliver value to restaurants.

 

What we wanted to learn

  1. What is the appetite for a tabletop digital experience within casual family restaurants and sports bars?

  2. What key factors influence satisfaction and dissatisfaction for staff and patrons within the restaurant/bar experience?

  3. How are digital strategies currently employed, and how might they be employed more effectively to increase enjoyment and drive purchasing?

Qualitative research phase

(1) Restaurant/bar managers:

We spoke to local bar and restaurant managers about business challenges and processes in each target market.

(2) Bar/restaurant waitstaff:

We interviewed bar and restaurant staff to understand different processes and challenges.

(3) Restaurant patrons:

We recruited a mix of patrons who dine with young children and go out with friends to understand how needs differ between the two.

(4) Sports bar patrons:

We interviewed sports bar regulars to understand the bar culture and opportunities for digital enhancement.

Key findings

Management told us that digital could free them to focus on customer service

“I spend 75% of my time checking up on whether waitstaff are doing their job, when I really should be spending most of my time thinking about my customers.”

-Ginger, Luby’s Restaurant Manager, Houston

 

For waitstaff, digital presents a valuable opportunity to delight their guests and keep them entertained

“If toys are in the bar to keep my customers happy, then we have the time to provide better service .”

-Sarah, Bartender, Cincinnati

 

And they all agree - Frustration from bad service far exceeds the pleasure of good service.  

 

User needs and pain points

Within one venue, there are multiple social scenarios:

  • Casual dining with friends

  • Dining for convenience (lunch)

  • Dining with children

  • Event-driven dining/drinking

  • Regular happy hour drinks/snacks

 

Opportunities for digital solutions

Users generally need features that help them take control of their experience

  • Better timing information

  • Venue-specific entertainment: Digital entertainment is appealing as long as it enhances the bar or restaurant experience

  • Improved waitlisting

 

Servers need several features to reduce the possibility of mental error

  • Alerts from kitchen or customer: Many duties aren’t currently performed systematically

  • Order verification: Mistakes in order notation can be resolved quickly if patrons can see what waitresses took down before the food arrives.

  • Hostess notes - request baby seats/crayons/kids menus.

 

Management needs freedom to improve processes

  • Waitstaff performance tracking

  • Checklists: Management performs routine checks throughout the day

  • Mobile alerts: Management is ultimately accountable for any issues within the venue and needs to be able to address problems 24/7.

 

Icons

Readability, alignment, consistency, and easy of Use.

 

MODULE design

A system is made into smaller parts that can be independently created, modified, replaced, or exchanged with other modules between different systems, which is the key of the component library.

 

Promo for customer engagement

Create a personalized experience that will increase customer engagement and lead to increased ROI and generate more revenue.

 

Promotions

Regular happy hour drinks and snacks

 

Fun

The freedom to create your personalized drinks.

 

Social Impact

Acceptable digital usage enhances the in-venue experience rather than distracting from it. For in-venue digital entertainment to be successful, it needs to add value to additional pain points.

 

Billing

Customers can pay the bill on their schedule, ability to pay bills upon the desire to leave, and different ways to pay bills: Pay in full as one payment, split, or pay by item.

Patrons share several everyday needs:

  • Consistent food quality and cleanliness

  • Orders are taken and served on time

  • An ambiance that’s appropriate to the occasion

  • Attention paid to food/drink orders

  • Ability to pay bills upon the desire to leave

Failing to meet these needs affects the overall experience and can lead to lower tips or even prevent return visits.

 

Help us to be better

Give honest feedback without hurting the business.