Sit-down eateries to spend more on mobile

To most diners, mobile devices are another utensil, as integral to facilitating the dining experience as a fork, spoon or knife. From tweeting, posting food photos to Instagram or checking into a restaurant on Foursquare, technology is part of U.S. consumers' daily diet of entertainment and convenience. And their desire to use options such as touch-screen ordering and mobile payments when dining out is growing, according toNational Restaurant Association research.

The research shows that 63% of adults have used restaurant-related technology in the past month and are interested in other tech options, such as placing orders and making reservations and payments via smart phone apps.

Technology applications still are in their infancy throughout the industry, with fewer than 10% of table service restaurants offering options such as tableside ordering and payment and tablet menus. Among them is Lola on East Fourth Street, which allows diners to order wine on an iPad.

However, 54% of those operators say they plan to invest more resources in customer-facing technology.

Digital strategy is a hot topic among thunder::tech's food and beverage clients, ownerJason Therrien said. However, the integrated marketing agency in Cleveland typically advises its clients against “one-off apps,” Mr. Therrien said. Rather, he directs clients to a mobile strategy that includes developing an interactive web site with online ordering as well as email and social marketing tools.

“When these tools are running smoothly and you can prove customer adoption, then move onto shinier objects like native mobile apps,” he said.

Pier W this year integrated a custom wireless computer system when its rooftop patio opened. The system allows patio servers through the hand-held devices to take food and beverage orders, which the kitchen receives through its existing system, said Amber Gallihar, senior account executive for LiefKarson Public Relations. The custom software adds extra security because it swipes guests' credit card information.

The high-end seafood restaurant's operators don't have plans to implement the tablet technology systemwide, stating they prefer servers interact with dining room guests the old-fashioned way, through taking orders by hand, Ms. Gallihar said.

While smart phone users appreciate the face-to-face interaction, they still are interested in an option that would allow them to split their check virtually, according to the restaurant association's research, with 53% of younger consumers saying they would utilize the feature.

Joe Gramc, who frequently dines at and tweets about locally owned eateries in the Cleveland area, said another ideal mobile feature would be a tableside payment system that allows diners to cash out their checks, which frees up the wait staff to attend to other tables.

Sans the tech bells and whistles, a solid social media strategy with periodic posts on events, menu changes, specials and customer interaction continue to build diner loyalty.

“I can say for a fact, when someone posts their specials or a photo, and it looks good and sounds good, I go there for dinner. Then I'll tweet about how good it was,” said Mr. Gramc, vice president of finance at Five Star Trucking Co. in Willoughby. “But I'm more likely to tweet about it if they have a social media presence.”

Local morsels

· Red the Steakhouse this Wednesday will unveil its fourth such eatery, a swanky 10,000 square-foot, two-story location at 417 Prospect Ave.

The glossy steakhouse, surrounded by a red, black and white color scheme, accommodates 120 on the lower level, with room for 140 more in its upper-level boardroom and banquet space. The boardroom's floor-to-ceiling windows offer an impressive view of Quicken Loans Arena, and contains 65-inch TV screens, conference phones and computer and projector hook-ups. Brad Friedlander, Jon Gross, Jonathan Bennett and Peter Vauthy are the principals of Red Restaurant Group, which also operates steakhouses in Beachwood, South Beach and Boca Raton, as well as Moxie in Beachwood.

· The Cleveland Indians are offering some new options for hosting holiday parties. Private dinner parties in the Terrace Club or Collection Auto Club are available, as well as the Visiting Clubhouse, Champions Suite and Heavy Hitters room, inside the executive offices. The Terrace Club or Collection Auto Club also can accommodate lunch parties, with a buffet of $25 per person. Lunch parties feature half-off room rental fees. A three-hour happy hour option at $20 per person includes small plates at the fourth-floor Terrace Club Pub. The room rental fee is discounted 75%. A public “home for the holidays” luncheon is set for 11:30 a.m. to 1:30 p.m. Friday, Dec. 13. Cost is $20. For more information, call 216-420-4840 or email at hostedevents@indians.com.

Industry tidbits

· Fast-food workers' low pay is supplemented with $7 billion a year in government benefits, though researchers differ on whether the public's share of augmenting that income would decline if the industry increased its wages.

· Consumers plan to dine out less in 2014, but not because of budget concerns, as was the case during the recession.