The Shift in Guest Interaction and Service in the Hospitality Industry

As Self-service kiosks (SSk) continue to automate various aspects of the hospitality experience, one core interaction remains primarily human: the delivery of food to the guest. This moment has become a crucial touchpoint, allowing businesses to infuse their service with a personal touch.

Food presentation becomes the primary human interaction when guests order via self-service kiosks, apps, or other digital platforms. Therefore, this crucial moment is significant and can significantly influence a guest's overall experience.

Elevated Significance of Food Delivery

The act of delivering food is no longer just a functional task; it has become a meaningful engagement point between the staff and the guest. How the food is presented, the staff’s demeanour, their knowledge about the dish, and their ability to engage with the guest in a brief yet meaningful manner can create a lasting impression.

During this interaction, the guest's needs can be directly addressed – understanding their satisfaction with the food, addressing any issues immediately, and providing additional services like drinks refills or suggesting a complimentary dish.

In essence, the focus of service personalisation shifts from the point of ordering to the point of food delivery. This moment should be leveraged to the fullest to showcase hospitality and a customer-centric approach.

Training Staff for Meaningful Interactions

Given the amplified significance of this interaction, staff training should now emphasise this aspect of service. Employees need to be equipped with skills that extend beyond mere food delivery. They must be trained to engage with guests effectively in a limited timeframe, handle queries or issues, and personalise the interaction based on the guest's cues.

The Role of Technology

While SSk has transformed the ordering process, technology can also enhance the food delivery experience. For instance, data collected from previous guest interactions could inform staff about guest preferences or allergies, enabling them to provide a personalised service during food delivery.

Additionally, guest feedback collected at the point of service can feed into the business's learning, refining the profiling process over time and enhancing the personalisation of self-service systems.

In conclusion, as the hospitality industry navigates the digital age, businesses must remember that while SSK can offer efficiencies and convenience, the true essence of hospitality lies in human interaction. By focusing on the primary point of human contact - the food delivery moment - businesses can successfully blend technology and traditional service, offering an efficient and personal hospitality experience.