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Why Restaurant QR Menus Have an Execution Problem, Not a Concept Problem

Watch a four top get seated on a Friday at full covers. Someone scans the code on the table tent, waits, turns the phone sideways, pinches to zoom, drags the page around with one finger to find the appetizers, then gives up and asks the server what the specials are. The table has a menu. The restaurant has an execution problem it is reading as guests disliking QR codes. This publication argued last month that Starbucks was right to retire a computer vision inventory system that miscounted items badly enough that staff recounted by hand, because a tool people have to verify has added a step rather than removed one. Apply that test at the table. If the guest scans the code and then asks the server the question the menu was supposed to answer, the menu added a step instead of removing one. The concept is not the problem. [...]

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