For over two decades the technology industry has drastically changed every aspect in the way we live our lives. Whether we recognize it or not, technology has reformed the way we exchange information to the way we choose our wine at restaurants. The article, “Choosing Wines at the Touch of a Screen” by Kevin Sack of The New York Times, examines the impact that Apple iPad’s wine-list software, created by Incentient, has on restaurants. Bone’s steakhouse in Atlanta, New York and other restaurateurs are “experimenting with iPad wine lists, from Sydney to London to Central Park South” (Sack). Interactive wine lists have been around since 2001, but lacked popularity until Apple released the iPad and other companies developed the software. The iPad wine-list at Bone’s allows their customers to view “detailed descriptions and ratings of 1,350 labels” (Sack). In the first two weeks of implementing the iPad wine list, Bone’s reported an 11% increase in wine purchases per dinner. Noticing this trend, Restaurateurs may deem it beneficial to utilize the iPad wine-list rather than leather-bound version. Some restaurants are only implementing the iPad wine-list software, while others are replacing current POS systems with iPad POS systems, allowing waiters to take orders, track inventory, and process credit card payments, all from the iPad.
Despite rapid growth, increasing profits, and the benefits of simplicity and convenience, some view the iPad and software as possibly detrimental to the restaurant business because it replaces personal interaction with the touch of a screen. Incentient’s VP for product development stated that they “received orders from 40 restaurants, up from 5 a few months ago”, an 800% increase in demand (Sack). Part owner of Bone’s, Susan DeRose, believes that “the iPads will preoccupy dinners and depersonalize the fine-dining experience” (Sack). The waiters, initially worried about the future of the system, now prefer the ease of the iPad and its ability to “instantly update an inventory of 20,000 bottles” (Sack). The iPad wine-list and POS software being introduced will greatly benefit many restaurants. The technology allows restaurants to keep a more accurate inventory, inform the customer, and save their own money. The customers also benefit because they can simultaneously learn about particular wines and experience new technology. Customer at Bone’s, Kevin Burns, appreciated the ability to read all details and comments about a wine, and also stated that “technology allows you to do a heck of a lot more with a wine list than we ever have before” (Sack). Positive trends for the restaurant are apparent as Bob Reno, wine steward, claims people are buying above their normal price ranges, and some “seem to trust the device more than they trust me”. The iPad POS system will save money and time because it costs under $2,000 and standard POS systems cost $20,000 according to Lecere Corporation study.
New technology always comes with some drawbacks. Like DeRose believes, the iPad could depersonalize dining and ‘turn going to a restaurant’ into ‘sitting down with a touch screen menu in front of you’. This could take away from the dining-out experience and leave a customer on their own. As this new technology steps into the future and the cost decreases, many businesses will adopt this software or something similar. However, this will create an even greater dependency on technology, leaving restaurants and businesses more susceptible to computer hacking and sudden crashes. However, if this technology is used properly and not allowed to become overwhelming, overly complex, or too inexpensive, then it will slowly continue to improve and the software will be more inviting for other restaurateurs to adopt and apply the same technology.
http://www.tuaw.com/2010/04/27/company-to-begin-testing-resturant-ipad-pos-system/
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