Radisson Edwardian Hotels has added a QR code service on to menus across 11 of its London hotels, allowing guests to scan the code via their smartphone, and navigate directly to a site showing dishes being prepared and what ingredients have been included.
QR codes, (standing for Quick Response), are black and white codes which allow users of smartphones such as the Apple iPhone or those using the Android operating system, to access certain defined content online by scanning the code from a printed page, in this case a menu.
Users scan a picture of the code on their smart phone and then use a QR code reader application (of which there are numerous free ones available), to read the QR code and automatically be redirected to the relevant content online, without the need to type in the relevant URL.
The new QR coded menus mark an effort by the Radisson Edwardian brand to connect with the modern tech savvy and information hungry consumer in a new and interesting way.
The unique codes direct diners to an online video, hosted on the hotel’s website, which shows the "dish of the month" being prepared. The videos look to engage with diners through technology and offer tips and advice on how the dish is prepared, and the cooking ingredients used from behind the scenes, as can be seen here. An example of what the QR code would look like for the webpage of this You Tube video can be seen here.
Commenting on the new service, Amy Clarke, e-commerce manager at Radisson Edwardian, said: “Restaurants are a promotional priority at the moment and the QR codes give us an incredibly powerful vehicle to help boost the profiles of our hotel restaurants.
"Knowing how a dish looks at the point of ordering can be very influential; therefore the QR codes will be very advantageous to our guests. But, perhaps more importantly, it’s innovations like this that keep Radisson Edwardian ahead of the curve.”
Report by Scott Carey