Restaurant Proximity Marketing Review

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

At Airspace we are interested in seeing how others are using proximity marketing.  This case study outlines restaurant proximity marketing.

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

Restaurant proximity marketing using beacons, ibeaconsA restaurant with a feel for technology

The first demo involved Apple’s iBeacon tech, increasing 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 an iDevice in close booted up the menu app.

Once the beacon confirms that they 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, through iBeacon. 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.  Utilizing beacons at the tables, allows the user to order in their own time, while still providing a personalized service.  Incorporating it into the ordering and payment process alleviates some of the pressure from the staff and improves the customer’s experience.