A local restaurant in Japan are using beacons for their restaurant proximity marketing campaign to engage visitors.

At Airspace we like to understand how others use proximity marketing.  This case study outlines how a restaurant in Japan uses proximity to enhance the customer experience.

Eggcellent, a Tokyo restaurant that specialises in egg cuisine, uses proximity marketing, specifically iBeacons for food orders and payments.

Restaurant proximity marketing campaigns are using beacons, ibeacons to engage customersA restaurant with a feel for technology

Using Apple’s iBeacon tech, the restaurant increases the precision of location detection from store-to-store level to individual tables. Each table was equipped with a beacon, disguised in (egg-themed) porcelain, and bringing a device close booted up the menu app.

Once the beacon confirms that the user is within range the user can peruse the menu, see what friends have liked in the past (in this concept, the app would also be personalised from your social networks and phone book) and place your order.

Restaurant proximity marketing, no wait, no fuss

When the user has completed their meal, they can make a quick payment using the app. No waiting, just tap to the bill and slide to pay.

Restaurant proximity marketing summary

Proximity marketing in restaurants provides a great platform for upsells. When done correctly, they can be very specific to the user over time.  For example, if you know that the user has been to your restaurant more than 3 times, and each time they have ordered a whisky and coffee after their meal, you can suggest to them an after dinner warmed liquor at their next visit.

Also, a frustration for those visiting restaurants during peek hours, is waiting for the service.  Utilising beacons at the tables allows the user to order in their own time, while still providing a personalised service.  Incorporating it into the ordering and payment process alleviates some of the pressure from the staff and improves the customer’s experience.

What we like most though is the “what your friends liked’ feature of this app. It’s not strictly beacon specific, although you need to be in proximity to a beacon to see the content, but it is a good example of apps adding real valuye to the user’s visit.