food franchises
Differences between UK and US food franchises British and Amercian food franchises have much in common but also very distinct differences. Here are the important dissimilarities you should know By jURGEN KETEL, managing director emea, givex
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he UK and the US share history and culture. Both are wealthy, developed economies sharing a common tongue, strong restaurant sectors and welcome new technology. But
there are clear differences too. When it comes to restaurant franchising, the US generally – but not always – tends to be further ahead of the UK in terms of adopting new innovations and providing a more satisfying customer experience and it’s worth thinking about why. Here are five key differences to consider.
Order customisations
Customers worldwide are becoming more aware of their dietary requirements and preferences. A celiac might require gluten-free foods, a vegan will want their meal prepared with no dairy or meat products and someone who doesn’t like onions will obviously want the onions taken out of their burger. In
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the US, there are fewer restrictions against tailoring your meal order to your individual requirements. In the UK, however, there’s still in some cases an unspoken assumption that voicing your preferences, customising your order and getting the food you want is an embarrassing hassle. Of course, this attitude means the experience for many customers isn't optimal since they’re being presented with an imperfect order because they can’t have their meal with the ingredients they want. For instance, a regular, middle-of-the-road cheeseburger can become something transcendent if you just add bacon. Here, the UK should take inspiration from the US and make customisation easier wherever possible. Technology can help destigmatise the process of tailoring customer orders through self-service kiosks and EPOS systems that support conversational ordering. This feature makes taking complex orders much easier. Of course, customisation isn’t everything and for restaurants with simpler offerings, the ghost kitchen model can also drive efficiency.
03/05/2019 15:39