Price matters in food retail, so using technology that increases the customer base while also reducing costs can help drive profits
Recent years have seen a thoroughgoing transformation of the restaurant sector, with technology underpinning the ability to provide a wider range of channels, from click and collect to delivery. At the same time, faced with rising input costs and customers concerned about controlling their spending, technology cannot be deployed if it causes costs to rise.
“We have now created our own online ordering system that can be integrated right into people’s own websites,” Carty said. The core of Captiva’s proposition is that it lowers running costs while also giving businesses the ability to project into the future. “Generally, the trend is for online ordering to become commission based: people are paying commissions even for getting orders through their own websites,” he said.
In addition, Captiva supports a range of technologies that allow restaurants to increase efficiency on their premises, such as QR code-based ordering. The latest development is allowing restaurants to equip waiting staff with standard consumer smartphones rather than custom, and expensive, ordering devices.
Whether it is about ordering online or in a restaurant, Carty said, the goal is to allow businesses to take charge of their business.
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