In the latest episode of the Hospitality Hangout podcast, Michael Schatzberg “The Restaurant Guy” and Jimmy Frischling “The Finance Guy” sit down with Kelly MacPherson, the chief technology officer of the Union Square Hospitality Group (USHG), to explore technology strategy in the restaurant and hospitality industry.

Danny Meyer’s Union Square Hospitality Group is best known for creating some of New York’s most acclaimed restaurants, cafes, and bars. The company is committed to providing outstanding food with exceptional warmth and hospitality services. Since its founding in 1985, USHG has added operational consulting services and built a catering and events business.

“The connected restaurant is a robust ecosystem that enables a seamless flow of data to all the components of the restaurant,” says MacPherson. “There’s all these pieces that enable a restaurant’s operation. The connected restaurant is making sure that they all talk to each other in the same language—otherwise everything is disjointed and draining from a managerial perspective.”

For USHG, communication is key. For your staff, make sure to explain both the what and the why behind any changes you make. And know your customer—build out a robust CRM that reflects your customer’s priorities.

“We’ve made strides in tech in the restaurant industry, but consumer tech has outpaced the other industries,” adds MacPherson. “We’ve really underinvested as an industry, and I think the pandemic exposed that in a big way… there’s been so many advances in forecasting and analytics. There’s a huge opportunity in forecasting. Machine learning should be driving forecasts. Let technology do most of the science.”

Click here for more recovery and relief information for restaurant, hospitality and food service operators. And to keep listening, check out The Hospitality Hangout podcast on Spotify!

This syndicated content is brought to you by Branded Strategic Hospitality.