Craig Dunaway is the Chief Operating Officer of Penn Station East Coast Subs.
Entrepreneurs are often classified as an innovative group of people, and restaurateurs are no exception. From introducing new menu items to promoting seasonal or limited-time offers, their creativity knows no bounds.
But what about technological advancements? It’s no secret that the restaurant industry has historically been slow to embrace new technology. However, this isn’t entirely a bad thing. It might sound catchy to be an “early adopter” of a new system, but there’s a strong benefit to being an “intentional adopter.”
Intentional Adopters
Intentional adopters wait for others to use and rate new technology when it first comes out. Instead of jumping on the bandwagon right away, they watch for the inevitable (and at times, brutal) vetting process—bringing bugs to light and other issues without them having to sacrifice their own operations. This further allows brands and management to determine if today’s technological idea will be around for the long term or if it’s simply a fad that might be replaced in the not-too-distant future.
While waiting to embrace the latest technology can have its advantages, remaining too complacent can have a negative impact on your business as well. Technology is no longer a nice-to-have. In today’s restaurant landscape, it’s a competitive requirement.
That’s why I believe restaurant operators, and franchise systems in particular, must move from tech-resistant to tech-resilient. All that said, hesitation around new tools and resources isn’t without good reason.
Why Tech Hesitation Still Exists In Franchising
Here’s the truth: It’s not about being first. Knowing when and how to act makes all the difference.
Despite the clear advantages of embracing modern technology, many franchises still struggle to roll out new systems. Legacy platforms, ingrained processes, high costs and fear of operational disruptions can hold some franchisors back from making necessary changes. This is especially true for systems with hundreds of units; even just the smallest adjustment can cause a major ripple effect. Not to mention the learning curves and training needed to get everyone up to speed.
Altogether, making upgrades seems like a bigger headache than it’s worth. Without a clear return on investment, it’s understandable why some brands choose to wait.
The Fine Line Between Smart Timing And Missed Opportunity
Intentional adoption doesn’t mean indefinite delay. Instead, it means knowing when the time is right to bring in something new. As COO of a franchise brand with over 300 locations, I’ll be the first to admit that instituting change across an entire system is challenging and time-consuming.
Our internal operating systems haven’t always been the most tech-savvy, but that doesn’t mean we don’t see the importance of introducing platforms like a mobile app. It’s a necessity in today’s world.
According to the National Restaurant Association, 82% of Gen Z adults are comfortable ordering via a smartphone app. That’s a huge group of people that could’ve been underserved if we had never put forth something new to our system.
However, biding our time has granted us the unique advantage of partnering with best-in-class technology companies and adopting their systems and platforms that have already proven their value. This has resulted in stronger customer engagement, better data and an ecosystem that drives both revenue and retention. Overall, make sure to evaluate your system’s readiness, study market-proven solutions and implement when you can do so effectively.
Internal Platforms Are Just As Critical
Franchisees don’t need more systems and resources. They need the tools they already have to be streamlined and intuitive. Your goal as a franchisor is to strengthen operations, reduce ramp-up time and promote consistency across locations. Whether it’s training, scheduling, performance tracking or communication, your internal systems should be:
• Easy to onboard and use
• Financially attractive
• Purposefully selected for their business impact
• Aligned with franchisee support and growth
Now, this doesn’t mean you have to discard your existing playbook and build a brand-new system from the ground up. Instead, the smarter approach may be to invest in solutions that can be customized and tailored to fit your brand.
By taking your time and investing in technology that has proven its effectiveness across the industry, you’re striking a balance between overreactive and stagnant.
The Competitive Edge Of Tech-Resilient Brands
Franchise brands that thoughtfully adopt the right technologies—internally and externally—are better positioned to support their operators and stand out in a crowded market. When tools are streamlined and strategically integrated, the results are tangible: lower overhead, stronger performance and better guest experiences.
In today’s technology-forward environment, tech-resilience is a big competitive advantage. Consumers now expect brands to have mobile apps, rewards systems and seamless ordering experiences.
But while now may be the time to invest in technology that improves the experience of your consumers, it is not about being first—it’s about being finally ready.
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