New Digital Tablets Enhance Dining at Applebee's
December 12, 2013By Tiffani Knowles

First Chili’s and now Applebee’s have announced plans to roll out the installation of digital tablets at every table in its 1,860 restaurants across the United States. Starting in 2014, customers will be able to use the devices to order food, pay the bill, and play video games while they dine.

 

The family-friendly restaurant chain announced on December 3 that, just like Chili’s unveiled three months ago about its 823 stores, the objectives are to cut wait times, to lead customers to spend more on impulse buys like appetizers and desserts and to encourage them to leave bigger tips. 

 

Restaurant wait staff takes issue with the tablets because it will soon make them expendable.

 

It was a similar issue when 12 years ago Kmart Corporation decided to install self-checkout systems at its 1,300 stores to let shoppers scan, bag and pay for goods without assistance, hoping to reduce checkout lines.

 

 

However, Applebee’s says it’s not changing staffing levels in restaurants as the tablets are installed.

 

Jay Johns, a senior vice president for DineEquity (DIN), which runs Applebee’s and IHOP, says the devices will make their restaurant different and more competitive in the dining industry.

 

He argues that tablets will allow a level of customization currently available only through online services at the moment.

 

For example, if you want extra cheese or a substitute a baked potato for seasoned fred, just type it in.

 

Anne Lowery of Slate.com criticized the addition, describing the inevitable doom, “It makes a person's job a computer's job, and that cuts costs. Each console goes for $100 per month. If a restaurant serves meals eight hours a day, seven days a week, it works out to 42 cents per hour per table—making the Presto cheaper than even the very cheapest waiter. Moreover, no manager needs to train it, replace it if it quits, or offer it sick days. And it doesn't forget to take off the cheese, walk off for 20 minutes, or accidentally offend with small talk, either.”

 

While a number of tablet manufacturers make suitable devices, Johns says that Applebee’s chose a Silicon Valley-based startup named E La Carte, the tablets run on the Android operating system. 

 

DineEquity is considering outfitting its IHOP restaurants with tablets as well, although no moves have yet been made.

 

Still, the question remains, will we further ignore our dining companions because of a Candy Crush game on the adjacent tablet? Will coloring pads for kids be nixed because kids now can watch a whole half-hour of Dora the Explore tableside?


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