More restaurants are finding creative uses for Apple's latest gadget, the iPad, either as an operations tool or simply an incentive to get customers in the door.
NRN provides a quick look at some interesting iPad uses across the country.
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M Burger in Chicago, one of Lettuce Entertain You Enterprises' latest concepts, uses the iPad for back-office tasks, such as storing recipes, training videos, schedules and inventory. Tim Hockett, one of LEYE’s corporate chefs, told Nation's Restaurant News in May that the device helped save space in the tiny 400-square-foot restaurant.
“We’re trying to get rid of all the clipboards and paper trails back there [in the kitchen],” he said. “We don’t have the space for it.”
Naples Tomato, in Naples, Fla., will offer its wine list on an iPad later this summer. The Mediterranean restaurant said it is working with a software developer to adapt its 550-bottle list as an application, called Personal Sommeliers for iPad, to let guests browse, search and select wines.
Jack Serfass, co-founder and co-chairman of Naples Tomato Franchising LLC, said guests will use iPads at their tables to pair wines to specific entrees and search offerings by any combination of name, price, region, color, taste or ratings from “The Wine Spectator.” Guests then will place orders with waiters, ordering by either name or bin number.
“Our iPad application obviously won’t replace the great sommeliers – who are usually at very high-end restaurants – but we think it will be a vast improvement over traditional American wine service,” Serfass said. “We plan on also using this app to improve wine education with our staff, because good hospitality always comes down to a personal touch.”
A Pandini's in Germantown, Md., one location of the 28-unit fast-casual Italian chain, is testing a program that allows customers to play with iPads while in the restaurant.
Michael Hollen, vice president of operations for Pandini's, said the goal of the iPad program is to attract new diners and build loyalty among existing customers.
“The iPad is the hottest piece of technology in 2010, so it’s a great perk for our guests,” Hollen said. “Many of our guests come in and bring their computers or have newspapers. Now, if they are clamoring to try the iPad, they can take one for a spin for free.”
The Germantown branch has five iPads that customers can check out by presenting a photo ID. Guests under age 18 can borrow an iPad when accompanied by an adult, Hollen said.
A spokeswoman said Pandini's may roll out the iPad program to other locations if the test proves successful.
Pandini’s is operated and franchised by the Retail Brand Group, a division of Sodexo USA, the Gaithersburg, Md.-based onsite foodservice company.
Contact Mark Brandau at [email protected]; Ron Ruggless at [email protected]; and Elissa Elan at [email protected].