Interesting article about how Buffalo Wild Wings try to improve the customer experience with the use of iPads. I’m really curios about the final setup and results!
The 830-store Buffalo Wild Wings chain is about to launch a second phase of the iPad pilot program at a Minneapolis location after working out technical kinks at a suburban Toronto site, said Tim Murphy, director of international business for the chain.
“Ultimately, we are trying to use the technology to enhance the customer experience,” he said in an interview. “People are familiar with iPads, iPhones and Android tablets, so this would enhance that.”
The chain hasn’t decided whether to combine purchasing from the device with purely entertainment uses, something it hopes to measure in its tests, Murphy said.
If the chain decides the device can be used for entertainment, it might sell advertising on the tablets, license popular games or even design custom-built games suited to its audience and brand, he said.
Buffalo Wild Wings doesn’t expect the devices to replace waiters. Instead, if customers make their own orders, waiters will be freed up to interact more with their guests and promote food and drinks or the in-bar live trivia games, Murphy said.