She Spent Years at Uber Eats Watching Businesses Win and Lose Customers. Here’s What She Says Most Get Wrong. | Income Tips & Side Hustles

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Key Takeaways

Define the visitor experience, then build technology round that imaginative and prescient.

Data alone can’t decide what makes a great restaurant; it’s important to mix analytics with authenticity.

Businesses that own the buyer relationship can create more significant experiences.

Before a buyer locations an order, the restaurant already is aware of it’s their one hundredth go to. A free cookie is ready for them.

“That’s digital hospitality,” Deborah Matteliano, Global Head of Restaurants at Amazon Web Services (AWS), says. “It’s using technology to make somebody feel seen, understood and special.”

For Matteliano, that second has nothing to do with the cookie. It’s about making a visitor really feel acknowledged before they ever take a chunk.

After serving to eating places navigate the fast growth of online ordering at Uber Eats, Matteliano joined AWS. Amazon’s cloud computing business was initially constructed to help Amazon ship on the guarantees it made to clients. Today, it gives the technology and infrastructure that energy corporations round the world, including many restaurant manufacturers.

“Amazon has always been obsessed with the customer,” Matteliano says. “It’s about delivering on the promise you make every single time.”

Hospitality, she says, now extends far past the 4 partitions of a restaurant.

“The first level is delivering great food and great service,” Matteliano explains. “The next is creating memorable moments. The third is using technology to make those moments personal at scale.”

When a restaurant acknowledges a milestone go to, remembers a visitor’s favourite order or anticipates what they need before they ask, technology fades into the background. The visitor doesn’t keep in mind the software that made it attainable. They keep in mind how the experience made them really feel.

“The magic is making people feel recognized,” Matteliano says. “Technology simply gives us the opportunity to do that in ways we couldn’t before.”

The soul layer

For Matteliano, the first query isn’t what technology a restaurant ought to undertake. It’s what type of hospitality it needs to ship.

“I would encourage restaurant owners to work backward from what is their perfect moment of hospitality that they’re chasing,” Matteliano says. “How do you want customers to feel? Then design the technology around that.”

That philosophy grew out of her years at Uber Eats, the place she helped eating places experiment with digital manufacturers. Her team analyzed buyer demand to determine cuisines that eating places might launch from their current kitchens.

“We used AI to surface what are the three types of cuisines we think this restaurant could offer,” she says.

The suggestions made business sense. They didn’t always make hospitality sense.

“This is an example of where super smart people don’t always get it fully right because you miss the soul layer.”

An Italian restaurant might need an alternative to promote sushi, however that doesn’t imply it ought to.

“The data’s real,” Matteliano says. “But are they passionate about that? Is that part of their mission for hospitality? Are they going to execute at quality and scale?”

The operators who succeeded weren’t chasing developments. They discovered ideas that match who they already have been. Matteliano factors to Miami Wings, a digital model that helped one restaurant proprietor grow sales dramatically.

“He would call us and say, ‘I’m putting my kids through college. I’m paying off equipment debt,’” she says. “Wings were a lot easier to execute than maybe sushi.”

Today, Matteliano applies that same philosophy at AWS, serving to restaurant manufacturers use technology to strengthen relationships with their company.

“If you own the customer data, you own the relationship, and then you own the hospitality,” she says. “This is the time to get really smart and tight on your first-party data.”

For Matteliano, technology ought to never outline a restaurant. It ought to help operators ship the hospitality they’re already passionate about.

The technology could energy the experience, however company keep in mind the hospitality.

About Restaurant Influencers

Restaurant Influencers is delivered to you by Toast, the highly effective restaurant point-of-sale and management system that helps eating places improve operations, increase sales and create a better visitor experience. Toast — Powering Successful Restaurants. Learn more about Toast.

Restaurant Influencers is proud to have PepsiCo as a sponsor of this episode. Partnering with PepsiCo Foodservice helps restaurant operators drive sustainable growth via smarter digital experiences, AI-backed menu optimization, and instruments designed to create more profitable online orders. Check out PepsiCo Foodservice

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