Dr. Murat Aras, Chief Marketing Officer of ATP, and Ceyhun Kütük, FR Operator of Burger King Istanbul, spoke about the digital success story born from their collaboration. Aras and Kütük stated the following:
Ceyhun Kütük: The most important detail is that there are no malfunctions or problems. In fact, if there are any, the ATP team immediately connects, finalizes the issue, and resolves it.
We started operating the Vadi Istanbul branch as a franchise in 2018. We came here purely for sightseeing, but we liked the shopping mall and also chose this location because it’s a residential area, a lifestyle center.
What were the reasons for choosing ATP?
Ceyhun Kütük: The reason we chose ATP was entirely due to the harmonious working relationship between their team and us, and because they are a very innovation-focused company, it was a reason for us to work with ATP. The team was very helpful with the setup. We didn’t experience any problems. We were extremely satisfied with all the after-sales service we received. We initially started with two kiosks, but as customers got used to them, we finalized the number to 4, 6, and then 7.
What are the uses of the kiosks and what needs do they meet?
Ceyhun Kütük: The best and most accurate thing about kiosks is the very fast ordering and, consequently, fast delivery. Secondly, if there is a problem with any product, it can be removed from the kiosk. The most important detail is that there are no malfunctions or problems. In such a case, our colleagues at ATP immediately connect, finalize the issue, and resolve it.
What benefits has your collaboration with ATP provided you?
Ceyhun Kütük: After all the restaurants started using kiosks, our business increased significantly. I can say that with this vision, all shopping malls switched to these kiosks. It incredibly eased our operations. Because we eliminated direct customer contact. Only our own staff served customers in the preparation area.
Would you recommend collaborating with ATP to other companies?
Ceyhun Kütük: I would definitely recommend such a project. We already know that many franchises have benefited from this. We thank ATP very much for providing such an opportunity.
How have the needs changed in the quick-service restaurant sector?
Murat Aras: We are witnessing a huge transformation in the quick-service restaurant sector. Consumers now value the experience they have as much as the quality of the product they consume. They have absolutely no tolerance for waiting in line or for errors in the ordering process. At this point, kiosks are a technological solution that both meets the increasing expectations of customers and eliminates errors in the ordering process. We see that the investment is amortized in 5 and a half months. As an alternative to selling to the customer at the cashier, with a kiosk, the customer is completely involved in the end-to-end purchasing process, thus creating up to 30% more cross-selling opportunities, and with the total benefits it provides, it increases the restaurant’s turnover by up to 50%. Young people no longer see the quick-service restaurant sector as a good career starting point. We are also having a hard time finding the qualified workforce we are looking for. In this respect, kiosks are making a positive contribution to the employment needs of the sector. When we evaluate it end-to-end, it is a solution that should definitely be in every restaurant, both in terms of the benefits it provides to the customer and the benefits it provides to the restaurants.
The Rise of Kiosk Technology in Fast Food Restaurants
In recent years, fast food restaurants have been investing more in technology to improve customer experience and increase operational efficiency. In this context, kiosks stand out as a revolutionary innovation in the restaurant industry. Offering customers a fast and error-free ordering experience, kiosks also provide many advantages for restaurant owners. In this article, we will examine the effects of kiosk technology in the restaurant industry and why this technology is rapidly being adopted.
Advantages of Kiosk Technology
Kiosks help restaurants increase customer satisfaction by offering customers a fast and easy ordering experience. This technology, which prevents long queues, especially during peak hours, allows customers to place their orders accurately. Furthermore, since customers can manage their own orders, the workload on restaurant staff is reduced.
Operational Efficiency and Cost Savings
One of the biggest advantages kiosks provide to restaurants is increased operational efficiency. Reduced direct contact with customers allows staff to work more efficiently. Additionally, kiosks enable restaurants to save on personnel costs. This is particularly significant at a time when finding qualified labor is becoming increasingly difficult, especially since young people don’t see the quick-service restaurant sector as a career starting point.
Sales Increase and Cross-Selling Opportunities
Kiosks increase cross-selling opportunities by offering customers more control over the purchasing process. Customers can browse and purchase suggested products while completing their orders, significantly increasing restaurant turnover. Studies show that kiosks contribute up to 50% to restaurant revenue.
Revolution in Customer Experience
Today, consumers value the experience they have as much as the quality of the products they consume. Kiosks stand out as a technological solution that meets customer expectations and eliminates errors in the ordering process. This allows restaurants to increase customer satisfaction and build a loyal customer base.
Return on Investment
The return on investment for kiosk technology is quite rapid. On average, a restaurant’s kiosk investment can pay for itself in as little as 5.5 months. This situation constitutes a significant incentive for restaurant owners.
The Role of Kiosks in the Future
Kiosks have established a permanent place in the quick-service restaurant sector. Considering both the benefits they provide to customers and the advantages they bring to restaurants, it is clear that this technology will maintain its importance in the future. Restaurants will continue to adopt kiosk technology to improve customer experience and increase operational efficiency.
In conclusion, kiosk technology is creating a revolutionary change in the quick-service restaurant sector. Increasing customer satisfaction, improving operational efficiency, and boosting sales, this technology has become an indispensable solution for restaurants. It is predicted that this trend will continue in the future, with more restaurants adopting kiosk technology.
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