By Briana Hilton, Contributor
Artificial intelligence (AI) is becoming a key player in the restaurant industry, as 33% of U.S. restaurant leaders planned to use it for “AI-driven guest marketing” endeavors in 2024, according to market research from Restaurant365.
With advantages that include higher efficiency, less guesswork, and targeted accuracy, there’s no question that tools powered by AI can contribute to success in marketing, including at restaurants.
From the considerations that range from creative applications worth trying out to the potential risks involved with the technology, restaurant owners can thoughtfully adopt a strategy that sets the foundation for success.
Revamped Social Media Campaigns
Social media has become integral for businesses across the board, as it paves the way for direct connection to consumers and savvy marketing campaigns. In the restaurant realm alone, virality on platforms like TikTok has the potential to be life-changing.
One BBC article highlights the words of Scott Magill, owner of WhoCult Coffee + Donuts, (Bridgend, UK), who said, “Food is emotional, visual, and shareable — exactly what social media thrives on.”
Social media trends, algorithms, and content creation are all common roadblocks for today’s restaurant leaders, all of which AI can address.
Artificial intelligence has the power to completely overhaul a social media marketing strategy, especially in regard to the benefits of data analysis. Armed with user data, AI tools can bring to light a variety of insights of campaign performance, which can help a restaurant identify what works best (and what doesn’t).
AI can also successfully identify trends, which can help an establishment stay relevant (and trendy) online. A LinkedIn post by Raj Rupesh Bharadwaj highlights the successful efforts of TGI Fridays, which has used artificial intelligence in order to both analyze social media data and identify trends (in addition to other tasks).
AI-powered tools have also been utilized in order to analyze customer feedback and engagement metrics, the article highlights. With results that bring to light efficiency in marketing endeavors and improved online engagement (and therefore, brand visibility), restaurants can take a considerable amount of guesswork out of the equation.
Menu Enhancements — It’s All in the Details
In addition to social media integrations, AI can completely overhaul a restaurant’s menu (for the better).
For example, restaurants can use AI to help generate ideas for new menu items and clean up menu descriptions. AI chatbots on a restaurant’s website can even work around the clock to assist in the online ordering process, which can enhance the consumer experience through rapid response — whether it be a basic question about the restaurant’s operating hours, or menu suggestions.
The integration of AI for menu optimization can be a great way to tackle the ever-present challenges that restaurant owners have long faced — like food waste. For context, nonprofit organization Move For Hunger highlights estimates from the National Restaurant Association, in which restaurants are noted to be responsible for approximately 22 to 33 billion pounds of food waste each year in the U.S.
A Forbes post by Bobby Marh notes that AI can be used for a plethora of tasks, from the tracking of food ordering to how food is used in order to minimize waste. By tracking what menu items are ordered most vs. those that don’t receive the same attention, restaurants can gain a fresh perspective on where the waste is coming from — and adjust accordingly.
The Consideration of Potential Risks of AI in Restaurants
While the integration of tools driven by artificial intelligence brings to light a variety of advantages that can bolster success in the restaurant industry, it’s crucial to equally weigh the potential risks involved.
One Forbes article by a panel highlights the many risks related to AI use, specifically in the realm of digital marketing. Among these include a lack of human direction, potential copyright violations, and “a loss of individual voice.” A lack of creativity, originality, and personality is another significant concern with the technology, not to mention the potential for inaccuracy.
With these considerations in mind, one of the best ways to mitigate the risks associated with AI-driven tools is to limit their use. A dedicated approach that puts human creativity at the forefront of the strategy is always a great tactic.
For instance, using a generative AI tool like ChatGPT can help greatly in the research portion of a new marketing campaign, such as the identification of current trends on TikTok. This can effectively put the creative side of the project into the hands of the employees, which will help put a restaurant-focused and original spin on the campaign.
For restaurants that wish to outsource AI-driven concepts, a bit of research is a must in order to guarantee the right match that aligns with core values and goals. This is especially critical for those that are in search of their first AI-driven service, like a marketing startup that uses AI to curate a tailored campaign.
Restaurants that make use of request for proposal (RFP) forms can use the process to their advantage when the goal is to enlist the help of a new AI startup, though there are a few things to keep in mind to ensure the best results possible. Considerations that include valuable keys like real-world references, the handling of sensitive data, and a weighted scoring matrix can all work together to achieve a powerful RFP process geared toward AI considerations. Other values, such as a comprehensive evaluation team and a proof of concept (PoC) can add further benefits.
Artificial intelligence is rapidly becoming a key tool for businesses across the nation, and restaurants are no exception. With advantages that range from a revamped social media strategy to menu optimization, restaurants can boost efficiency in unique ways. However, considerations remain a must in order to guarantee the best results possible — especially when such tasks are outsourced.
