Ever since the pandemic, QR codes have upheld their place in the hospitality industry. And it’s no surprise, considering how easy they are to use, as well as the amount of information they store - which is easily accessible for those with smartphones.
If you’re interested in finding out more about the benefits of using QR codes, read on. We’ll discuss the advantages and disadvantages of QR codes, they’re role in restaurant integrations as well as why they are growing in popularity below…
What is a QR code?
A QR (Quick Response) code looks like a proportion of black and white squares/ pixels - all set within one grid that collects and stores information for a machine (likely a smartphone) to understand. Through the QR code and smartphones, this data can be processed quickly.
Most QR codes nowadays are used to transmit URLs - so provide a quicker way of typing a web address into your browser. Example of QR codes being used by businesses include:
- To view menus
- To get directions to a location
- Read more information about a product or service
- Download an app
- Send and receive payment information
They became popular as a touchless alternative during the pandemic, allowing diners to view menus or place orders without physical contact. But the pandemic is behind us, and QR codes are still here.
Why?
Because they add much more value to restaurant operations than a contactless ordering process. They streamline the ordering process for diners, increase order accuracy, and upsell menu items — all of which can enhance the customer experience and increase your bottom line.
5 benefits of using QR codes
Convenience and speed
Thanks to their ease of use and convenient scanning, QR codes have made the shopping and restaurant experience much simpler for customers. A quick scan takes them to a menu or payment terminal, saving time and making interactions seamless.
Contactless & safe interactions
Hygiene and safety is more important than ever these days, and QR codes are the perfect way to avoid the spread of germs and bad bacteria. They reduce the need for physical touchpoints, providing a smooth way of engaging with a business.
Sustainability/eco-friendly impact
Nowadays, sustainability is an important factor consumers look for when choosing to buy from a brand or use a business’s service. As QR codes replace the need for paper materials, such as menus, flyers, or instruction manuals, they are an eco-friendly alternative for companies that offer a way to bolster their reputation amongst customers.
Improved user engagement
With a QR code, you can transform static content into a more engaging, interactive experience amongst your customers. For example, many marketers and businesses use them to direct customers to product videos, surveys, and discount codes. Thanks to this bridge between offline and online channels, it drives more meaningful engagement and builds a stronger connection with audiences.
Enhanced security and trust
Thanks to their use of data encryption, dynamic code generation, and secure payment gateways, QR codes help businesses avoid fraud and unwanted/unauthorised access. As a result, customers can feel more confident making payments - which helps them build trust in brands.
Read more: Restaurant manager duties and responsibilities: Leading teams, driving success
Why are QR codes growing in popularity?
Global adoption & recent growth in consumer engagement
Ever since the COVID-19 pandemic, QR codes have become somewhat of a global standard for most restaurant businesses. Businesses might have needed touch-free solutions back then, but now are valued as trustworthy, instant solutions that customers can appreciate the convenience of.
Increase in uses like contactless payments, digital menus, packaging etc.
Thanks to their versatility, QR codes are used mostly by restaurants for contactless menus and ordering. Retailers might use them for mobile payments or loyalty programmes, meanwhile, food manufacturers may apply them to their packaging to give consumers further insight into the nutritional value of a food item. All in all, it has become an easier way for brands to bridge the gap of information for their customers, providing a more positive experience that makes life easier for the user.
Forecasts for 2025 and beyond for QR-code payments, marketing usage
QR code usage is only predicted to grow in the coming years. In fact, a Juniper Research report suggests that global QR payments will exceed $3 trillion by 2025. Thanks to their low cost and ease of use, they are particularly expected to be used more frequently in advertising and marketing campaigns as a way of providing more information and driving traffic to websites.
Read more: Unleash your secret weapon: Labour cost optimisation
The cons of using QR codes
Requirement for smartphone or scanning capability
QR codes make the user experience exclusive - as people that don’t use smartphones won’t be able to access this information with ease. This means that you could risk deterring customers from using your restaurant as they seek a more personable experience.
Risk of malicious QR codes/phishing if users aren’t careful
With any technology, there is the potential for misuse to occur. Whether they are safe or harmful - QR codes look the same, so it’s possible that cybercriminals can create malicious codes that direct users to phishing websites that ask for sensitive information or prompt unwanted downloads.
Dependence on internet connection
QR codes are dependent on a reliable internet connection. Without one, they are slow at providing information and customers won’t be able to access the domains with ease. As such, this can frustrate users and discourage them from using businesses that use them.
Lead smarter. Support better.
Run your restaurant smarter, not harder. Nory’s hospitality management software helps your team stay organised and efficient. Contact us today to book a free demo.