Digital Food Court for ECE Shopping Malls / Piloted at Skyline Plaza Frankfurt

The “Easy Dining” project was designed to offer consumers added value when visiting the shopping centre and thus improve the customer experience. The goal was to provide a center-specific app for the visibility and ordering of the restaurants’ dishes. Customers were able to order and pay for food and drinks from the catering area online or by mobile phone via the newly created digital touchpoint. A content and order management system was made available to the merchants in order to map the orders on the caterers’ side.

In addition to visitors of the centre, the newly developed app was also intended to open up new possibilities for employees of the surrounding companies, as food could be ordered and collected at the desired time.

The “Digital Dining” project was to receive additional visibility through an efficient ordering option via tablets at the tables located at the catering area. Furthermore, the functionality of the system and, above all, the response of customers and restaurateurs were to be tested and evaluated in live operation.

The decisive advantages of the “Easy Dining” concept result from the more efficient ordering process. The customer saves time when ordering cashless via app, tablet at the table or centre website, for example, by simply bypassing long queues during the lunch break by arranging desired appointments in advance. The gastronomy operators benefit from better capacity planning, especially at peak times.
Furthermore, additional reach is generated for the restaurateurs and new advertising opportunities open up, for example through customized offers via coupons that are presented in the app.

The pilot project “Easy Dining” was successfully designed, implemented, operated and analyzed by eStrategy Consulting. The offer of the restaurateurs was made visible to the customers via different digital touchpoints such as apps and displays.
The acceptance for restaurateurs and users was increased through marketing measures. The project was managed according to key figures and the findings were processed for the customer after the pilot phase.