At Airspace we are enthusiastic about seeing how other people are using proximity marketing. This example describes restaurant proximity marketing.
Eggcellent, a Tokyo restaurant specialising in egg cuisine uses proximity marketing, particularly iBeacons for food orders and payments.
restaurant with a feel for technology
The first demo involved Apple’s iBeacon tech, enhancing the precision of location detection from store-to-store level to individual tables. Each table was pre-loaded with a beacon, disguised in (egg-themed) porcelain, and bringing an iDevice in close booted up the menu app.
After the beacon confirms that they user is within range the user can peruse the menu, see what friends have liked before (in this concept, the app would possibly be customised from your social networking sites and phone book) and place your order.
Restaurant proximity marketing, no wait, no fuss
Once the user has finished their meal, they are able to make a quick payment with the app, through iBeacon. No waiting, just tap to the bill and slide to pay.
Restaurant proximity marketing summary
Proximity marketing in restaurants offers a great platform for upsells. When done properly, they can be very specific to the user as time passes. For instance, once you know that the user has been to your restaurant over 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.
Additionally, a frustration for those visiting restaurants during peek hours, is waiting for the service. Utilizing beacons at the tables, enables the user to buy in their own time, while still providing a tailored service. Incorporating it into the ordering and payment process alleviates many of the pressure from the staff and enhances the customer’s experience.