In the latest episode of the Hospitality Hangout podcast, Michael Schatzberg “The Restaurant Guy” and Jimmy Frischling “The Finance Guy” sit down with Phil Crawford, the chief technology officer of CKE Restaurants, to explore the ongoing digital revolution in the restaurant industry.
CKE Restaurants is a Tennessee-based, privately held company that runs and operates Carl’s Jr. and Hardee’s. The two regional brands combined represent over 3,800 franchised or company-operated restaurants in 44 states and 43 foreign countries and U.S. territories.
Crawford moved from New York City—having previously served as the chief technology officer for Godiva—to Nashville to join CKE in the fall of 2020.
“Nashville and New York City are two parts of the spectrum. But the exciting part is that when it comes down to hospitality and technology, there’s a lot of synergies within both cities and corporations,” says Crawford. “They both have a desire and drive to be the best they can possibly be… it’s all about scale and size, and ensuring that we have the guest experience in mind.”
Restaurants—looking to adapt to evolving operational and consumer needs—are moving away from POS systems. Most systems and processes have entered the realm of mobile technology, leading to the creation of more cloud-based systems, direct-to-consumer interactions, analytics, and artificial intelligence to better reach customers.
“Any kind of digital ecosystem that’s out there that you can infuse the guest experience is where everything’s going,” adds Crawford. “It’s all about trying to bridge that gap between what we think our consumers know and what they do know, and making it a personalized journey. That’s the kind of tech incorporation that we need to be thinking of to become technology evangelists and to have that competitive edge in our industry.”
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