Physical Menu or QR Code Menu – Which is better?

Following the pandemic, many restaurants introduced QR code menus to support social distancing measures. These digital menus proved to have many advantages, however they weren’t a customer-favorite in the early stages. Since then, some restaurants have maintained them, some have recently bought in to them, some have ditched them, and some have refrained from adopting the digital menu altogether.

So, what should you do? Which option is better? Well, the answer depends on the lens you’re looking through. Here’s how:

CUSTOMER PERSPECTIVE
Pro Physical Menu

1. Universal Use – Everyone can use the physical menu, regardless of having a (smart) phone, internet connection, cell service, etc.
2. Dining Etiquette – It’s common courtesy to keep phones away during meals, but the digital menu breaks down that barrier, decreasing social interaction.
3. Age-Friendly – The older generations are not very fond of digital menus as they are not the most technologically savvy.
4. Ease of Use/Simplicity – Physical menus are easier and simpler to navigate – everything is right in front of you; we’re all familiar with physical menus.
5. Data Privacy – Customers do not have to worry about any information or data privacy issues.
6. Human Touch – Some people go out to restaurants for the service as well as the human interaction; digital menus eliminate many touchpoints with the customer.
7. Personal Preference – There will always be customers who simply dislike digital menus.

 
Pro Digital Menu

1. Contactless – Some customers still prefer contactless ordering and payments for health and social reasons.
2. Reduced Wait Times – Customers can order and pay for their meals as soon as they are ready.
3. Detailed – Digital menus allow restaurants to provide as much information as they like such as ingredients, nutritional facts, and pictures/videos.
4. Environment-Friendly – Physical menus require paper and/or plastic to be printed, harming the environment; digital menus greatly reduce this issue.

 
RESTAURANT PERSPECTIVE
Pro Physical Menu

1. Reliable – Physical menus will always be available, regardless of any website or internet issues.
2. Waiting Staff – Digital menus take time and interactions away from the waiting staff and their diners, potentially leading to smaller tips or no tip at all.
3. Wallet-Friendly – Physical menus cost less than advanced digital menus with all the insights and marketing features; advanced digital menus can cost over $100/month.

 
Pro Digital Menu

1. Higher Table Turnover – With reduced waiting times diners can get in and out quicker, increasing the number of customers you can seat per day.
2. Editable – Digital menus can be changed or updated at any point, allowing restaurant owners to add or eliminate menu items whenever they please.
3. Detailed – Restaurants can provide as much information as possible such as ingredients, nutritional facts, pictures/videos, etc.
4. Marketing – With advanced digital menus, restaurants can implement and emphasize marketing strategies and promotions.
5. Insights – Advanced digital menus can provide valuable insights such as page traffic or item popularity.
6. Less Waiting Staff – Digital menus may allow you to cut on waiting staff, saving money.
7. Inexpensive Simple Version – Digital menus can be cheaper than printing physical menus if you stick with simplified versions that don’t include marketing and analytics.

 
VIGOR’S VIEW

There are obviously benefits to both physical and digital menus. From the customer’s lens, physical menus may seem like the way to go, but from the restaurant’s view, digital menus seem like the right path. However, there seems to be more of a gradual shift towards digital menus. Which route should your restaurant take?

Both.

Give customers the option to decide. Prior to seating, ask customers whether they would like the physical menu or the digital menu via the QR code at the table. This way, you can cater to both audiences.

This can function as a transition to a fully digital menu in the future as well. If that’s your goal, you can offer exclusive items or promotions on the digital menu, further enticing customers to fully convert to the digital menu. When the time feels right, you can eliminate the physical menu or save them as a contingency plan should anything come up.