From tips to clicks: restaurants try e-menus

TEL AVIV: Enter the e-waiter.

Restaurants in Europe, the United States and Japan are testing technology to let diners order their food direct from a screen at their table instead of depending on a fellow human being to note their choice — sometimes grumpily or erroneously.

Besides cutting costs, companies that sell the “e-menu” argue the bytes-for-bites approach has a novelty value that can lure younger customers, and boost revenues as tantalising photographs of succulent steaks and gooey desserts tempt diners to order more.

It also could extend the TV dinner. How about a computer-game dinner?

The idea may be only the latest gimmick in a trade which is driven by consumer appetites and where fads help. But at least for now, it appears to be boosting business.

In Israel, privately owned start-up Conceptic has already installed e-Menu technology in sushi bars, pubs and family restaurants. The system is based on touch-screens already used in self-service canteens or for ticketing in airports and cinemas.

“It’s about impulse-buying,” said Adi Chitayat, Conceptic’s chief executive.

“If a person starts looking at pictures of chocolate cake, the chances are he’ll order it.”

The firm has also supplied its systems to restaurants in France, South Africa and Belgium. Frame, a trendy sushi restaurant in Tel Aviv which has installed the system, said sales on tables with the e-Menu have increased by about 11 percent. Customers often call ahead to reserve spots equipped with the screens, manager Natalie Edry said.

At one of the e-Menu tables, information technology worker Gil Uriel and his young family were enthusiastic as they checked out pictures of the dishes on offer and squabbled over desserts.

“It’s more visual,” said Uriel, as his children clicked away furiously on a games function between courses.
In Japan, a company called Aska T3 has produced a similar system.

But the field is attracting more than startups. Microsoft says its new Microsoft Surface system, which transforms an entire table into one big touch-screen, is due to go live in spring 2008 in some US hotels and casinos, letting customers order food direct as well as play music and games.