The perennial frustrations of waiting for service in busy pubs provoked two thirsty IT consultants into seeking answers – and resulted in the formation of the Robot Pub Group to take their solutions to market, as well as to test them in their own pub.
In addition, at a time when pubs are struggling for revenues, they were aware of the need for a fresh, innovative approach that could generate customer interest and revive revenues.
Their pub – The Thirsty Bear in Stamford Street near Blackfriars Bridge in London – opened in January fitted with the necessary technology to deliver their ideas: visitors to the pub exchange credit cards for electronic tabs at the bar which they swipe on the iPad at their table to pour beer from taps beside the table, send a message for waiter service, order food – or log onto Facebook!
This use of technology extends to staff who are no longer confined behind the bar and have iPhones strapped to their arms so that messages from customers seeking service alert them instantly.
Does it work?
London’s first ‘digital’ pub enables the Robot Pub Group to test its ideas in practice – there are 15 tables fitted with iPads, 12 of which are also linked to self-service taps. The effects of their innovations needed to be seen in practice: offering less bar service, but more table service; the efficiencies of enabling customers to order food without waiting (and for the chef to advise if the volume of orders will result in delay); and so on.
So far, results are very positive: existing customers retained, new customers attracted, takings up 78% boosted by the new ‘offer’. And the ability to analyse and act upon the information provided by the system: what’s selling best, sales per head, which tables generate most revenue, and why.
It’s early days and 2012 has not been typical – the weather (!), Diamond Jubilee, European football, and the Olympics – but business is good, and there are plenty more ideas in development…
Available on license
Having proved that their technology and systems work, the Robot Pub Group can now take it to the wider market of pubs and (some) restaurants in the UK. Already, they are in discussions with both large groups and small independent operators, and there is clear interest in their two installation models: iPad + Taps, which requires cellar work as well as the installation of IT systems and training; or iPad only.
The cost, as you would expect, is significant (up to £1500 per table for the full set up, plus monthly license and support fee), but the returns delivered could be even more significant. The ability to attract more customers, build repeat trade by offering a better customer experience, improve pricing power, and market direct to customers can generate real business growth.
These and further innovations look set to generate a thriving business – for Robot Group and for its clients.
Robots not required!
There are, however, no plans to develop robots as waiters or landlords! Good pubs still need good landlords to socialise with their customers and ensure they deliver the ‘experience’ that the customer seeks.
Robot Pub Group are exhibiting at Imbibe Live 2012 to see what’s on at the show click here or to register click here
To learn more about The Robot Pub Group see www.robotpubgroup.com
For more information on technology click here