Replacing Menus with QR Codes for Restaurants

QR codes for restaurants

While QR codes have been around for a while, they're quickly gaining popularity in the restaurant industry as a way to link customers to a touchless menu. Health concerns have encouraged many establishments to swap to touchless menu options, but the benefits of QR codes don't stop there. QR codes can link to virtual menus, enable customers to pay without a check, and offer marketing promotions without employees lifting a finger. We'll discuss the benefits and drawbacks of using QR codes for menus, marketing, and payment here.

QR Codes for Restaurants: Table of Contents

What Is a QR Code?

"QR" stands for Quick Response and was developed as an alternative to barcodes.1 A Japanese company called Denso Wave invented the QR code to help track automotive parts during manufacturing, and with the advent of smartphones, the technology has slowly grown to worldwide prevalence. Barcodes, which are used for everything from tracking shipments to scanning items at a grocery store, only can be read vertically, limiting the amount of information that can be transferred. QR codes are like barcodes that can be read vertically and horizontally to drastically increase the amount of information that can be transmitted in a single scan.

Do I Need a QR Code Restaurant Menu?

While many operators have been quick to adopt this new technology, not every establishment wants to change how they do things. Choosing which is best for your restaurant can be tricky, so we'll cover the benefits and drawbacks of adding QR codes to your restaurant here so you can make an informed choice.

Benefits of QR code menus for restaurants:

  • Touchless: QR code menus eliminate a common point of contact, which can help operators limit the spread of communicable diseases. If every customer has a copy of the menu on their phone, there's no need to worry about sanitizing physical menus between uses.
  • Modifiable: Digital menus can be changed without requiring new menus to be printed. This helps operators craft a seasonable menu, remove inefficient or unpopular items, and feature whatever items are most profitable without investing in new menus.
  • Environmentally Friendly: Scan codes for menus mean no plastic menu covers that eventually get thrown away, no constantly printing new menus, and no need to waste water sanitizing menus.
  • Clearer: Customers will read your menu on their phones, which already are set to their exact reading layout preferences. You also can offer a large-print version of your menu without paying printing costs for physical copies.

Downsides of QR code menus for restaurants:

  • New technology: Some of your customers may be unfamiliar with how to use QR codes, especially if you serve a less-tech-savvy customer base. This can be alleviated somewhat by posting helpful instructions for both Android and iPhone users or by offering assistance and physical menus to anyone who requests them.
  • Starting costs: Unless you happen to have a graphic designer on your team, adding QR code menus is going to take an initial investment. For establishments that already have printed menus, this can feel unnecessary, but as soon as you have an easily changeable virtual menu, the costs stop coming.
  • Feel: Especially in the case of fine-dining restaurants, QR codes may disrupt the classic aesthetic. If you already have attractive menu covers, you may not want to retire them in favor of QR codes. Every customer having their phone out can impact the feel of some establishments, so consider what type of aesthetic you're aiming for and whether or not QR codes can fit in it.

How Do Restaurants Use QR Codes?

Restaurants use QR codes to link guests to a virtual menu or virtual payment method. Most establishments will proffer the QR code to their menu at the entrance to their establishment and then again wherever the guests will be ordering from; at the bar, at tables, or at the counter. Anywhere you would offer a physical menu, you'll need to offer the QR code again. Keep in mind that easy access to the menu removes one barrier between your customer and ordering. If your QR code links to a way to pay for the meal, you'll need it visible and clearly marked at every table.

Make sure you use a call-to-action in your QR code,2 such as "Scan Me" or "Pay Here" so your customers have no doubt as to the purpose of each code.

How Do I Create a QR Code for a Restaurant?

There are many different online services you can use to create QR codes for your menus. Creating a QR code is easy, but if you want one with an elegant, brand-specific design, you'll need to look at premium services. Also, if you don't already have a virtual menu, you'll need to create one. It can be as simple as taking a picture of your current menu and linking it to a QR code, or as complicated as customizing a user experience and data tracking. We won't get into the weeds of which programs offer what, but you should be able to find a QR code service that offers as much or as little as you need.

For most establishments, you won't want a service that requires your customer to download an app, as that can be annoying and puts extra steps between customer and food. However, the advanced features available in an app can, in certain circumstances, be worth the hassle.

Data and Privacy Issues With QR Codes

Using QR codes for menus presents a few issues print menus don't; namely, privacy issues and data sharing.3 Some QR code-generating companies can provide you with useful information about your customer base, including age, gender, and other demographic information. While this can be beneficial in helping you plan your menu and target advertisements, your guests may not approve of having their data shared in this manner.

Another major issue is scammers hijacking your QR codes. If a malicious actor places a different QR code over the one you put up, it can be hard for customers and employees to spot the difference. QR codes also send the phone directly to a link without giving the user a chance to inspect the destination, enabling scammers to redirect guests without them ever noticing. This means a guest may accidentally pay the scammer for their meal, compromising payment data and stealing money out of your pockets. Not only is this harmful to you and the guest, but it can destroy your relationship with the guest, as they might blame you for not protecting them.

References

  1. What is a QR Code. Kaspersky. Accessed September 2021.
  2. QR Codes No Fad. CNBC. Accessed September 2021.
  3. QR Code Privacy. ACLU.org. Accessed September 2021.