Use accelerated by the pandemic
QR codes existed long before the pandemic, but their use in hospitality and food service increased significantly during that period.
In restaurants and bars, they made it possible in particular to view menus without handling a paper menu. Establishments were thus able to offer contactless access to information at a time when consumer habits were changing rapidly.
A simple way to access digital information
The principle is simple: a physical medium can give access to digital content.
A code placed on a table can open a menu. In a hotel, a code placed in a room or at reception can give access to a guest guide, breakfast times, the establishment’s services or other practical information.
The QR code thus becomes an access point between the physical space and the information available online.
Uses that go beyond the menu
In restaurants and bars, the QR code is often associated with the menu, but its use can go further: information about the establishment, specific menus, offers or additional content.
In hospitality, the possibilities are even broader. The same principle can give access to a digital guide bringing together the hotel’s services, activities, events, practical information or nearby recommendations.
The QR code therefore makes it possible to give access to different content without multiplying physical media.
Why do establishments keep using them?
The QR code is particularly practical when information needs to be easily accessible or updated regularly.
Digital content can be updated without having to replace each physical medium on which the QR code is displayed. Establishments can thus keep the same access point while changing the information it links to.
The quality of information, the reliability of the system and ease of use also play an important role in the experience offered to the customer.
Does the QR code have limits?
A QR code alone is not enough to guarantee a good experience.
The customer needs a smartphone and must be able to access the content. A poor connection, an old device or an interface that is hard to use can make viewing less convenient.
The content available after scanning must therefore be easy to view and genuinely suited to smartphone use.