The integration of technology into the fine dining experience has brought about a significant transformation in the industry. Traditional fine dining establishments have seen a departure from the conventional setup, with technology now replacing the customary face-to-face service.
John’s Food & Wine in Chicago, for example, has implemented a new system where customers queue up at the counter to place their orders, creating a first-come, first-served dining experience. The sommelier takes on multiple roles, including cashier, bartender, and at times, the host, while also managing the added 20% service charge and the innovative QR code for table ordering.
This evolution is driven by the desire to ensure fair compensation for staff, increase table turnover, and reduce food wastage. The streamlined service allows employees to focus on meaningful customer interactions and other essential tasks. While some advocate for this new model, there is ongoing debate within the industry, with traditionalists expressing a preference for the old ways.
Several restaurants have already adopted this new service model. For instance, Birdie’s in Austin has introduced a counter-service wine bar with pooled tips for all staff, while Good Good Culture Club in San Francisco uses venue-specific QR codes and a mandatory 20% equity fee on checks to ensure fair compensation for all staff. Thattu in Chicago also employs a similar QR code ordering method but with a tip-free business model through slightly higher, all-inclusive pricing.
Although QR code technology has its appeal, it also comes with limitations. Challenges such as removing the tip line or accommodating individuals with food allergies underscore the continued significance of the human element in delivering a comprehensive customer experience.
However, the fast fine service model is not universally embraced. Renowned chefs Katianna and John Hong faced negative reactions when they initially introduced QR code ordering at Yangban Society in Los Angeles, leading to a restructuring for full-service ordering. This reinforces the notion that some markets are still not fully ready to transition to technology-led dining experiences.
The dining landscape is dynamic and ever-changing, with room for various dining models catering to different price points and commitments. While traditional hospitality remains valued, there is potential for the coexistence of alternative dining experiences, with the success of these models dependent on proper timing and location, capturing the essence of the diverse dining culture.