Employment in the hospitality sector has long been seen as a ‘job’ rather than a ‘career’. However, this is an industry that is being turned on its head by technology. From online delivery platforms to ordering via a QR code and paying via mobile phone, the customer experience has been transformed.
Technology has also transformed the experience for the workforce; from social media management to managing multiple channels to market, hospitality now offers the chance for employees to gain skills that will foster long-term commitment and offer the status to encourage workers into the sector, explains Jacyn Heavens, CEO, Epos Now.
New Career Prospects
The hospitality sector is booming, exceeding over £100 billion in 2018, with customer expectations for innovative food and experiences fuelling demand for both new and traditional providers. The way customers interact with hospitality providers has changed fundamentally. Bookings are now primarily made online and through recommendation sites. New routes to market have been provided by online delivery platforms. Social media has enabled the recent explosion in pop-ups. For hospitality providers, technology disruption has created challenges as well as opportunities: it is no longer enough to provide great food, a fabulous atmosphere and fantastic service. Winning and retaining customers now requires so much more.
But who is going to envisage and deliver this technology led customer experience? Staffing issues are already critical, with hospitality providers of all sizes struggling to recruit, manage and motivate the workforce. Average staff turnover is now 30% (more than double the UK average), while over half (53%) of 16-20 year olds would not consider a career in hospitality – not least because it is seen as offering limited career prospects.
Yet this is a message that has to change. The chance to develop these essential technology skills provides fantastic career prospects for both school and university leavers. To succeed in this market restaurant owners need to create a range of hybrid roles that combine traditional activities with new skills. From managing customer relationships to curating social media content, Search Engine Optimisation, even business analysis, the opportunities now extend so much further than waiting tables. Progression is not limited to the traditional roles; hospitality now opens the door to new skills and access to a truly compelling career.
Technology Foundation
The great news for hospitality providers is that existing technology has already transformed many traditional activities, freeing up time for staff to embrace these hybrid roles. With customers using online ordering consoles and pay-at-table technology, the number of waiting staff has been reduced. EPOS systems now automate the creation of rotas and the management of stock, cutting down the admin overhead.
Staff can, therefore, embrace a dual role – combining waiting tables with real-time social media engagement, for example, to entice customers with nightly specials or exclusive invitations. Restaurant managers have immediate access to the customer reviews prompted when using a mobile payment app – and can change the menu on the fly in response. Hybrid roles enable staff to combine data insight with invaluable customer knowledge and restaurant experience to achieve continual business improvement.
Opportunities to progress are also continually evolving – such as exploring the new routes to market. From adding a range of bottled sauces to the customer offer to leveraging the power of food delivery platforms with a dedicated kitchen within a low cost business park, the speed of technology enabled market change now supports amazing long term career prospects. This is an incredibly exciting time to be part of the hospitality industry.