San Francisco chef and restaurateur Thomas McNaughton is embracing QR codes as a key feature of his new Flour + Water Pizzeria, set to open later this month. Despite the widespread criticism of QR codes, particularly in the restaurant industry, McNaughton is confident they can streamline operations and improve efficiency, especially in high-traffic areas like the one near Oracle Park.
The 1,800-square-foot pizzeria, just blocks away from the San Francisco Giants’ stadium, is preparing to handle the heavy foot traffic during game days. McNaughton sees QR codes as a solution to manage the surge in customers and maintain fast service. “We envision a scenario where, for two hours, it’s completely gangbusters before the game. How can we help manage those crowds?” he said.
To achieve this, the restaurant has incorporated innovative design elements, including a large, eye-catching poster featuring a Giants player with a QR code where the player’s face should be. The message is simple: scan the code to place a takeout order and pick it up around the corner. Additionally, baseball-style “trading cards” featuring the same QR code allow customers to place digital orders for pickup or delivery.
For those dining in, small QR codes on some tables enable customers to order directly from their seats, bypassing the usual wait times. Research from the National Restaurant Association suggests that about half of diners are open to ordering via QR code at quick-service restaurants like Flour + Water Pizzeria, although negative reactions persist.
Despite a backlash that has seen headlines like “The QR Backlash Has Won” from The Wall Street Journal, McNaughton believes the technology has evolved and is now more useful than ever. “The pushback has to do with the negative emotions tied to the early days of the pandemic,” he explains. At that time, QR codes were introduced as a safety measure, replacing physical menus in an effort to limit contact. Although this early implementation was often clunky and poorly received, the technology has advanced significantly.
Today, major restaurant tech companies, like Toast, have integrated QR ordering into their systems, allowing customer orders to flow directly into the kitchen. This cuts out the need for servers and minimizes human error. McNaughton also points out that QR ordering reduces the distance between the customer and the kitchen, resulting in faster service and happier customers, especially during peak hours.
Flour + Water Pizzeria’s new model is a fast-casual version of its original location, designed to cater to quick-service dining with digital ordering options. This trend is also seen in other chains, such as Taco Bell, which recently partnered with Nvidia to increase online orders. However, McNaughton’s restaurant won’t fully rely on digital orders. In addition to QR codes, customers can order via tablets at the counter or self-service kiosks, ensuring a flexible and efficient experience.
“We want customers to have the option to talk to someone, use a kiosk, or skip the line completely,” McNaughton says. “It’s all about efficiency.”
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