Hey Friends,
This post is slightly overdue and we all get busy, but I would not be doing my diligence if I didn’t share my experience at the Murtec Executive Summit.
Imagine this…..you’re the perfect restaurant customer
You live within a few mile radius of your favorite casual and restaurant establishments that you frequent once or twice a week. Based on your preferences you download the mobile app and use this app to engage, order and provide data to make your restaurant experience more personalized. During rush hour you pop in, use the mobile kiosk, or place your order in advance to swing by and pick up to enjoy elsewhere. You happen to be familiar with the menu prices and understand that there may be times where you can get a discount or may have to pay a premium based on the current price and demand of ingredients. Oh and you never use door dash or Uber eats……..
This is the goal that many of our restaurant partners are driving for and while at the executive summit we brainstormed ideas how to make that more of a reality.
The 2024 MURTEC Executive Summit, held at the Fairmont Grand Del Mar in San Diego, brought together industry leaders to explore the latest in restaurant technology. Featuring dynamic keynotes, thought-provoking discussions, and the prestigious MURTEC Breakthrough Awards, the event highlighted how tech is reshaping the restaurant industry.
Keynote Highlights
Scott Steinberg: Futurist and Strategist
Renowned business strategist Scott Steinberg delivered an interactive keynote, drawing from his book Make Change Work for You. He provided actionable strategies for leveraging technology to tackle business challenges and drive growth. Steinberg's experience advising organizations like IBM, PwC, and the U.S. Department of Defense added depth to his insights. We looked at what it takes to be a futurist, apparently we all possess the skill, we just have to tap into it.Clark Matthews and Rich Hull: Robotics in Restaurants
El Pollo Loco's SVP and CIO, Clark Matthews, and Miso Robotics' CEO, Rich Hull, discussed the transformative potential of robotics. Hull highlighted Miso’s “Flippy” robotic arm and new automation solutions for kitchen tasks, emphasizing the role of AI and automation in revolutionizing back-of-house operations. Hull captured the desire perfectly, trying to automate the most turnover-prone, monotonous roles in the kitchen, while also creating an environment where installation and deployment is seamless and simple. While “Flippy” is the universal name, many locations consider this an extension of their staff and have even given their “Flippy” a name of their own.In the Flow: Why Experiential Loyalty Matters
Loyalty programs have become critical for restaurants aiming to deliver memorable customer experiences and cultivate long-term relationships. Kevin Seo (Sonic Speed Cafe) and Jodi Boyce (Teriyaki Madness) shared insights on creating standout experiences. Kevin emphasized Sonic’s ability to tap into “drop culture” trends, akin to streetwear, to engage customers and boost brand affinity. I didn’t realize how much brand power Sonic the Hedghog has, and this model seems liek one that could be tapped into across all demographics and interest groups.
Does Dynamic Pricing Have a Future?
Dynamic pricing, a longstanding practice in the restaurant industry (e.g., Happy Hours), is gaining attention for its potential to increase revenue. Shawn Walchef (Cali BBQ) revealed how dynamic pricing added $1,200 monthly revenue but noted the challenges of consumer perception when terms like “surge pricing” are used. The discussion emphasized transparent communication and framing dynamic pricing positively to build trust and ensure success. Shawn’s energy is electric, as recognized by his highly distinguished media group, Cali BBQ Media, and it’s so interesting to see the blend of media and business ownership and the passion he has for his brand. He made several mentions of the technology partnerships he is invested in at Cali BBQ, and how he sits on partner advisory council’s to help drive innovation from within, withe the perspective of the end-user in mind. The biggest takeway: language and narrative are the biggest predictors to adoption in this space, regardless of the innovation.
IHOP Puts AI on the Menu with an ‘Industry-First’ Food Recommendation Engine
IHOP introduced an AI-powered recommendation engine, the first in the family dining sector, to personalize online orders based on purchase history and promotions. In a discussion with Dine Brands’ CIO, the engine was highlighted as a unique technological approach to enhance guest experiences and drive revenue growth. Restaurants are experimenting with how they can get closer to bringing AI to the server’s fingertips to better drive engagement.
QSRs Are Optimizing Guest Experience with a “Phygital” Approach
Quick Service Restaurants (QSRs) are merging physical and digital interactions to boost guest satisfaction. Kiosks, in particular, attract highly engaged customers by offering personalized and flexible ordering experiences, underscoring the value of a seamless digital-physical blend for driving loyalty.
2024 MURTEC Breakthrough Awards
The awards celebrated innovation in two categories:
Enterprise Category:
Dine Brands: Recognized for IHOP’s AI-powered food recommendation engine that personalizes guest experiences.
Wingstop: Honored for its custom e-commerce platform integrating POS, delivery, payments, and marketing.
Mid-Sized Restaurant Category:
Dave & Buster’s: Lauded for a unified commerce platform enhancing guest and employee experiences.
Teriyaki Madness: Highlighted for tech-driven loyalty programs and guest experience improvements.
Honorable Mention: District Taco, for transforming its tech stack while prioritizing sustainability.
Award winners shared their innovations in the session Key Takeaways from 2024's Most Innovative Restaurants, offering valuable insights for attendees.
Emerging Themes and Innovations
The ongoing Build vs. Buy debate: Executives from Taco Bell, Vine Hospitality, and Magicgate discussed strategies for integrating tech stacks to meet operational needs.
Robotics and labor solutions: Automation and AI were positioned as solutions to labor shortages and back-of-house inefficiencies.
Centralized data and integration: Leaders stressed the importance of data warehouses for actionable insights and seamless tech integration.
The summit underscored the restaurant industry’s shift toward technology-driven operations, emphasizing innovation, scalability, and future-readiness.
Thank you for the chance to attend and connect.
If you’d like to see more takeaways from industry events, let me know in the comments below.