News as reported by the company. Updated March 15, 2016.
Mobile payment systems have evolved from a forward-thinking restaurant owner’s whim to a regular want from guests when deciding where they will eat out next.
Around 39 percent of smartphone users would use mobile payment options if they were available in restaurants, according to the recently released National Restaurant Association’s 2016 Industry Forecast. In fact, 20 percent of smartphone-savvy consumers are already using a mobile app at least once a month in restaurants, while 6 percent do so weekly.
Mobile pay apps are more convenient for consumers, enable better financial monitoring and spending control, and can foster targeted marketing.
Embracing this technology is also a boon for restaurant operators. Not Your Average Joe’s (NYAJ), a fast-growing East Coast casual dining restaurant chain, partnered with MyCheck to develop a guest experience app that goes beyond simple payment processing.
The branded mobile app functions to elevate customer convenience and engagement. This is how it works:
• Guests check-in at one of NYAJ’s 24 restaurant locations via the mobile app.
• The server inserts the guest’s uniquely generated four-digit code into the point of sale (POS) system.
• Linking the phone and POS system allows the guest to see their live bill streaming on their mobile device.
• Using the app, guests can split checks among diners, tip their server, settle the bill using their preferred payment method, and receive patronage rewards.
The MyCheck mobile payment platform also enables “Joe-to-go” orders, reservations, and gift card purchases. “In totality, this new app represents the way forward in terms of guest interaction in the hospitality industry and we are proud to be at the forefront of this and partnering with MyCheck,” said Steve Silverstein, CEO of NYAJ.
Incorporating MyCheck’s PCI DSS Level 1-compliant mobile payment technology, the app seamlessly integrates with NYAJ’s POS system. Since its release, NYAJ has enjoyed:
• 17 percent increase in week-over-week app registrations
• 20 percent increase in customers coming back more than once
• 8 percent increase in repeat customers returning more than three times
• 13 percent increase in check size
• 24 percent jump in amount of average tip.
These are not your average results. Of course the quality of the made-from-scratch food and the restaurant’s bold, modern environment make a difference as well, yet there’s no doubt that NYAJ’s decision to translate its guest obsession into a one-stop-shop brand touchpoint for customers has created a unique advantage.
The future of effective customer-facing mobile pay initiatives is now here. Streamlining services for customer convenience is critical. Offering an app, such as the one seen at NYAJ, is a bold advance in providing friction-free brand engagement and developing loyal customers.
Author Tal Zvi Nathanel is the U.S. CEO of MyCheck. MyCheck is a mobile payment technology platform designed for the hospitality industry to transform guest experience while providing restaurants with meaningful data and analytics. For more information, visit the company's web site.