New Report: Why Taco Bell Says Personalization Is The Key To Acing The Mobile Order Ahead Experience

Quick-service restaurants (QSRs) and others in the food service space are rapidly adjusting their operations during the pandemic, with many implementing new technologies online and in-store to ensure customers can seamlessly and safely place orders.

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    Using mobile apps to order ahead and pickup in-store has become much more popular during the health crisis, but the jump in online orders has prompted a corresponding rise in online fraud. Bad actors are trying numerous scams to take advantage of customers using digital and mobile channels for the first time, including setting up false accounts and restaurant brands online to drain consumers’ funds.

    In the latest Mobile Order-Ahead Tracker®, PYMNTS analyzes how the pandemic is pushing more QSR customers to order through online and mobile channels as well as how online fraud schemes are taking advantage of this growth.

    Mobile Order-Ahead Developments Around The World

    Consumers have been flocking to digital and mobile channels to purchase from their favorite restaurants, with one study finding that digital food orders have skyrocketed 134 percent since the start of the pandemic. Recent digital converts represent a sizable share of those placing such orders as well, with the study finding that between 20 percent and 25 percent of orders came from newly created accounts. Restaurants experiencing growth in digital ordering must also monitor for opportunistic cybercriminals, however, as the report found that online fraud within the industry rose by 32 percent during the same period.

    The pandemic is also spurring QSRs to alter their approaches when interacting with customers at brick-and-mortar stores. Coffee chain Starbucks, for example, has announced plans to boost the availability of its drive-thru, curbside pickup and digital order-ahead capabilities over the next 18 months to meet consumers’ changing needs. Starbucks was earning approximately 80 percent of its revenues through prepaid ordering and other on-the-go channels before the pandemic, but the crisis’s effects have pushed the brand to further invest in these channels. It is also redesigning its stores to better prepare orders that come both from digital channels and in-store customers.

    Point-of-sale (POS) software provider ParTech and drive-thru management solutions company Techknow are also partnering to innovate curbside and drive-thru experiences. The pair is developing products such as drive-thru timers and wireless communication systems to enable QSRs to more efficiently manage the rising volumes of drive-thru and pickup customers. Techknow’s multi-sensor technology will power the drive-thru timers, while ParTech’s POS software will ensure orders and payments can be quickly processed. The solution is aimed at promoting more flexibility for restaurants and granting more visibility into the customer data that accompanies such transactions.

    For more on these stories and other headlines, visit the Tracker’s News & Trends.

    Taco Bell’s Approach To Fostering Customer Loyalty And Fighting Fraud

    Many QSRS are bracing for the pandemic’s economic fallout even as they adopt digital tools to capitalize on the shift to online and mobile ordering, with recent research suggesting the restaurant industry will lose about $240 billion in revenue by the end of the year. It is thus critical for QSRs to pair their mobile apps with loyalty and rewards solutions that can keep customers engaged and boost revenues, Zipporah Allen, vice president of digital experiences for Mexican fast food QSR chain Taco Bell, explained in an interview with PYMNTS.

    To learn more about how Taco Bell is using its customer loyalty program to drive revenue growth, visit the Tracker’s Feature Story.

    How The Rise In Digital Food Ordering Volumes Has Attracted Cybercrime Schemes

    Mobile and online ordering have spiked over the past few months as consumers seek safe, speedy ways to purchase meals during the pandemic. Fraudsters are also taking advantage of customers’ growing interest in digital channels to launch numerous schemes aimed at unsuspecting mobile app users. These include placing false reviews on social media or launching fraud scams attached to mobile loyalty programs, which can negatively affect restaurants’ customer loyalty and relationships and ultimately harm their revenues.

    To learn more about how fraud schemes attached to social media channels are harming the restaurant industry, visit the Tracker’s Deep Dive.

    About The Tracker®

    The monthly Mobile Order-Ahead Tracker®, a PYMNTS and Kount collaboration, covers the space’s most recent news and trends and offers a provider directory highlighting key players across the mobile order-ahead ecosystem.


    MIT Student Invents Breakthrough Art Restoration Technique

    artwork

    Ever since he was a child, Alex Kachkine has been fascinated by paintings. He would visit museums and was drawn in by the visual art depicted in landscapes, historical figures and religious scenes.

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      “Anytime I visit New York City, the first place I go to is the art gallery,” Kachkine said in an interview with PYMNTS. “It’s been a lifelong passion of mine.”

      Such adoration naturally means Kachkine would look to acquire art works of his own. But with a limited budget, the MIT graduate researcher with a discerning eye instead bought damaged oil paintings he could restore.

      “I ventured into art conservation around 10 years ago when I realized that you can’t buy a Monet reasonably,” Kachkine said. “But you can, even with the limited income I had back then, buy damaged paintings. And I realized that I could take one of those damaged paintings, restore it, and then I would have a really nice painting.”

      Kachkine knew that restoration is manually laborious. The painting has to be cleaned of debris and any past restoration efforts have to be removed as well. Then, the damaged parts in paintings have to be manually painted while staying true to the artist’s style.

      This typically means months to years of painstaking work. Kachkine did it the traditional way at first, but thought there must be a better way. So, he invented a method using artificial intelligence (AI), transfer paper, printers and varnish. His paper describing the technique is published in the journal Nature.

      Kachkine said his method greatly speeds up restoration: In repairing a 2-foot by 2-foot painting, “The Adoration of the Shepherds,” from the late 15th century, he spent 3.5 hours compared to 232 hours it would normally take to do it manually. That’s faster by 66 times.

      Source: “Physical restoration of a painting with a digitally constructed mask,” Nature

      Taking the cleaning time into account, his method would speed up the entire restoration process by four to five times, Kachkine said.

      Around 70% of paintings in institutional collections are not displayed in public due in part of the cost of restoring them, according to Kachkine’s paper. Therefore, restoration efforts typically center around the most valuable pieces of art with the rest left buried in storage.

      Kachkine said various AI models are able to generate images of damaged paintings as they would look fully restored. But these would exist only virtually. He said his technique is the first to translate the digital restored image into physically restoring the actual painting.

      “This is the first time we’ve been able to take all of those digital tools and actually end up with a physically restored painting from them,” he said. “And it’s so much faster than doing these kinds of restorations by hand.”

      How Gen AI Helps Restore Paintings

      The process begins with cleaning the artwork of debris and old restoration efforts. Once cleaned, the painting is scanned to produce a high-resolution image. Kachkine then uses a variety of Adobe-integrated digital tools, including convolutional neural networks and partial convolution models, to reconstruct missing regions.

      Once the digital restoration is complete, a transparent film mask is printed with the reconstructed imagery. This laminate consists of nine ultra-thin layers, including a white backing for color vibrancy and laser-printed pigments. The result is an overlay that sits precisely on the original painting, with printed colors covering only the damaged areas.

      “It’s thinner than human hair,” Kachkine said, adding that the film is removable using standard conservation solvents, preserving the artwork underneath.

      The ethical implications of this method were also central to Kachkine’s design. He developed algorithms that determine which regions to restore based on how human vision perceives color and contrast.

      “We really only select the damages that human vision is sensitive to,” he said. “You can tell what areas have been restored and which have not. That’s really important from an ethical standpoint in conservation.”

      At first, Kachkine said he wasn’t sure how his method would be received. But he was gratified to see broad interest from conservators, cultural institutions and private equity firms. He also has a GoFundMe page.

      Kachkine said he is now collaborating with the Italian Ministry of Culture on restoring frescoes in earthquake-damaged chapels in Tuscany.

      His dream painting restoration job would come from the Italian Renaissance.

      “There are a number of Italian paintings, especially around the Renaissance, that have very bright colors” such as Raphael, Kachkine said. “I’d love to be able to restore one of those [paintings] where before restoration, it would be very difficult to appreciate all of the fun colors that might emerge and the interesting textures that are there.”

      “That’s the dream,” he said. “It might take a little bit before I could get my hands on one, but I’ll keep trying.”

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      Photo: MIT graduate researcher Alex Kachkine looking at a painting. Credit: Alex Kachkine