ISRAEL: Israeli entrepreneurs introduce computer based menus that may change the way people eat out

Record ID: 343963

  • Title: ISRAEL: Israeli entrepreneurs introduce computer based menus that may change the way people eat out
  • Date: 24th February 2008
  • Summary: (L!2) TEL AVIV, ISRAEL (RECENT) (REUTERS) VARIOUS OF INTERIOR OF "FRAME", CHEF AND SUSHI BAR BARTENDER "CONCEPTIC", LCD TOUCH SCREEN MONITOR AT TABLE CUSTOMERS AT TABLE
  • Embargoed: 10th March 2008 12:00
  • Keywords:
  • Location: Israel
  • Country: Israel
  • Topics: Science / Technology
  • Reuters ID: LVAEZ2MK38I3KAJIXSD9SJQWRE65
  • Story Text: Technology has revolutionized work and home life across the globe and that revolution is now touching our social lives as well. It's getting to the point where even ordering a simple meal can involve the highest of hi-tech.
    Tired of grumpy waiters and bungled orders? Try ordering your dinner from a computer.
    An Israeli company and others like it in the United States and Japan are touting technology that allows diners to order their food direct from a screen at their table, instead of a real-life waiter jotting down meal choices with pen and paper.
    Many diners are doubtful about replacing a waiter's human touch with a computer, and some believe the technology will turn out to be a short-lived gimmick.
    But proponents argue that as well cutting staff costs and luring customers with a novel new trick, the technology boosts sales by using tantalizing photographs of succulent steaks and gooey desserts to tempt diners into ordering more.

    "I came up with the idea of conceptic, e-menu, because I wanted to find a new way to enhance the dining experience, to empower the business owners at the restaurant by increasing the revenues and through this menu that allows me as a customer to see the different dishes, choose them, order them through the menu to change the language of the menu it's enriching my experience in the restaurant," said Adi Chitayat, chief executive of Israeli start-up firm Conceptic.
    Conceptic has installed its e-Menu in about a dozen sushi bars, pubs and family restaurants across Israel. It has also supplied the technology to partners in France, South Africa and Belgium and is in talks with companies in Russia and Spain.
    The company, which launched its pilot in 2006 and is privately funded, expects to turn a profit in mid 2009, and says taking computers into restaurants is an obvious next step after technology revolutionised the workplace.
    In Israel, Conceptic charges a restaurant $100 per month for each terminal, which it says equates to the price of one glass of coca cola per day per table. Customers say installing the terminals at tables has inflated sales by up to 15 percent.
    Natalie Edry, manager of the trendy Frame sushi restaurant in Tel Aviv, said sales at tables with the e-Menu had increased by about 11 percent and customers often called ahead to reserve spots equipped with the screens.

    "When we brought it I was surprised that everyone was interested..if it's people that call and want to be seated at tables with monitors or there are those adults who come for dinner with children that are always looking for an activity and it resolves that problem since it keeps them busy. There is the option of flirting with girls, chatting, for those who are embarrassed. There used to be the system of sending over a note and today it is through chats which is refreshing" said Edry.

    "With regards to sales I can say that sales have definitely increased by 11 percent, which is quite significant. It is impulsive sales".
    The e-Menu -- which is based on technology already used in some self-service kiosks or canteens -- can easily be adapted to include extra features.
    The key could lie in the design. Fenn notes that Apple <APPL.O> managed to revolutionise the MP3 market with its iPod despite the fact the technology was not new. It was about finding the right design at the right price.
    Conceptic has tried to make its e-Menu fresh and funky and to include games and chat functions.

    "I test this system with chat with other tables and it's work very nice, it's a nice experience. (Friend saying: He's finding chicks) No, no I'm married,"said a diner at Frame, Eran Hershko.
    But not everyone has greeted the e-Menu with enthusiasm.

    "I think it's more friendly and user friendly at night when the younger people coming and...it's more flashy for them to see and play with it and communicate with other tables," said a diner during a lunch at Frame.
    Some in Europe, where dining out is a time-honoured tradition as much about good conversation and table etiquette as staving off hunger, were also circumspect.

    "See this man here? He's been coming here for 25 years," said Giovanna, a waitress at an Italian family restaurant Rosticceria Fiorentina in Brussels.

    "I know his wife, I know his daughter. Do you think it would be better if he was welcomed by computer?"
    U.S.-based company Ameranth also specialises in wireless technology for restaurants. It sells hand-held computers which wait-staff use for wireless ordering and include features such as nutritional information, which they can use as a sales tool.
    Conceptic and companies like it hope to ride a wave of demand for technology among increasingly web savvy small businesses.
    Many small takeaway restaurants in Europe and the United States, for example, now use the Internet to take takeaway orders and some neighbourhood doctor's surgeries answer patient queries on line.
    A company called Aska T3 has produced a similar system in Japan and U.S.-based Ameranth sells hand-held computers used by wait-staff for wireless ordering, according to their websites.
    The newly-launched Microsoft Surface <MSFT.O> transforms an entire table into one big touch-screen and will go live in some U.S. hotels and casinos in Spring 2008, allowing customers to order food direct as well as play music and games.
    The Seattle-based giant says the new technology will "transform the way people shop, dine, entertain and live".

    "The system currently works using a server and a LCD touch screen located in the restaurant from which the customer can submit orders and use any kind of content modules we have. The order once submitted goes through our server to the point of sale to which we integrate this to be any one of domestic or international point of sale companies such as 'Micros Fidelio' etc," said Software Development Team Leader of Conceptic, Lior Chen Tov.
    Conceptic is also piloting a web-based version of the e-Menu, which will allow customers to use their laptops, hand-held computers or even cell phones to order food and drinks via the restaurant's WiFi Internet network.

    "We currently have an ongoing pilot using rich internet applications, this solution will be used by customers where they can come to the restaurant with their laptop or PDA or whatever they have connect to our system and use exactly the same features as the stationary screens," said Chen Tov.
    The timing is good, say analysts, noting small businesses are increasingly web savvy, with many of the smallest family-run takeaway joints in Europe and the United States now taking orders over the Internet rather than the phone.
    And both start-up Conceptic and behemoth Microsoft argue interactive and communal technology such as Microsoft Surface or the e-Menu represents the future.

    "This is a revolution this is a new way to show the menu and we want to take this new innovation we want to take this new software outside of Israel. Our goal, our mission, conceptic's mission is to lead this revolution all over the world," said Chitayat.
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