Why So Many Restaurants Are Turning to the P Word

A new kind of customer experience is taking over the restaurant industry, and it could forever change how we dine out.

Phygital may sound funny, but it’s simply a combination of “physical” and “digital” that refers to the integration of physical and digital experiences. A phygital experience is all about creating engaging and personalized customer interactions through integrating digital tech with the in-person, physical location. From kiosks to mobile ordering to AI aid to curbside operations, phygital experiences have been innovating the way we dine.

Phygital dining experiences are those that effectively combine the digital and physical space. We’ve already seen this happen quite a bit, most notably with quick-service restaurants. Kiosks and mobile ordering have sped up the fast food ordering process — and both are prime examples of phygital dining in action.

Phygital dining has been warmly received so far, and there has been no indication that it’ll be slowing dine anytime soon. It’s quite the opposite, in fact.

Kiosks have allowed customers to customize orders without confusion or judgment, curbside ordering allows your food to be warm while eating where you want and at your own pace, and other digital initiatives have placed a lot of customizable power at the consumer’s fingertips — something that should get more prevalent in the era of AI and advanced technology.

While we’ve been seeing phygital advancement for quite some time in the fast food sector, table-service restaurants have begun getting in on the trend. 

Digital menus, interactive screens, and QR codes that lead to interactive menus are becoming more regular at tables in an effort to streamline service while offering more autonomy to diners. It’s essentially the same process as a kiosk in a fast food joint, but miniaturized to fit on a tabletop.

In the case of QR codes at tables, these will even allow you to pay via your smartphone. You can update your own bill, keep a running tab, and really maintain full control over your ordering experience.

While phygital efforts are relatively new in the dining space, we should expect some drastic advancements over the next decade-plus. Multiple studies indicate that diners react positively overall to these enhancements, especially when it comes to digital menus that not only allow for more customizability but full transparency regarding ingredients and nutritional information, as well.

It makes perfect sense. Diners can navigate a menu to their liking, customizing whatever they need to based on preference or allergies, and do it all at their own pace. Additionally, by leaning into the digital space more, restaurants can boost rewards programs that incentivize loyalty. It’s a win-win for the restaurant and diner alike, which only strengthens the dining experience efficiency.

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Do you have experience with phygital dining? How do you feel about this dining trend? Share your thoughts in the comments below and continue to follow us here at AllEars for more dining updates and tips!

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