Geoff Alexander, the President & CEO of Wow Bao, reveals the intriguing journey of his Asian bun restaurant. Starting in Chicago, Wow Bao has embraced modern channels like vending machines and ghost kitchens. He shares his tech philosophy emphasizing the importance of being first in innovation. The discussion also dives into the challenges of managing a brand across diverse platforms while highlighting strategic partnerships that fueled growth during the pandemic. Geoff’s insights blend technology with genuine hospitality in the evolving restaurant landscape.
Wow Bao's innovative expansion into diverse channels illustrates the restaurant industry's shift towards embracing technology for growth and relevance.
The emphasis on maintaining genuine customer engagement highlights the challenge of balancing technological advancements with authentic hospitality in dining experiences.
Defining success metrics in marketing campaigns reinforces the need for a long-term investment mindset, acknowledging brand recognition as a vital marketing goal.
Deep dives
The Evolution of Restaurant Technology
The podcast discusses the transformative landscape of restaurant technology, highlighting the shift from traditional operations to technology-driven solutions. Companies like Toast are now partnering with delivery services like Uber and DoorDash, which significantly impact how restaurants manage their service offerings. The collaboration between these platforms aims to enhance direct delivery models, emphasizing a growing trend towards companies opting for both services in their operations. Despite the complexity and confusion surrounding these partnerships, it is clear that direct delivery will become increasingly important as restaurants seek to streamline their systems.
The Role of Customer Experience in Tech Adoption
The speakers emphasize that as technology becomes more prevalent in the restaurant industry, it is crucial to maintain a focus on customer experience. There are concerns about technology diminishing the essence of hospitality, as exemplified by the shift towards transactional interactions. The discussion highlights how dining experiences are suffering due to the increasingly mechanical nature of service, often marked by pressure on patrons to complete their transactions swiftly. Reinstating an emphasis on genuine customer engagement is seen as vital for the restaurant industry's sustainability.
WowBow's Innovative Approach to Technology
The podcast features Jeff Alexander, who talks about his restaurant concept, WowBow, and its commitment to leveraging technology for growth. Under his leadership, WowBow has expanded significantly beyond traditional brick-and-mortar locations, venturing into grocery stores, airports, and even the metaverse with a gaming presence. By prioritizing technology from an early stage, WowBow has positioned itself as an early adopter, ensuring that it remains relevant in a competitive market. The discussion underlines the importance of being open to experimentation and rapid innovation to meet consumer demands and market trends.
Measuring Marketing Success in Restaurants
The importance of defining success metrics in marketing campaigns is highlighted through discussions of a recent billboard campaign in Texas. Despite no immediate sales increase being observed, the potential long-term benefits of brand recognition are acknowledged as an essential aspect of effective marketing. The conversation stresses the necessity of setting clear expectations before implementing new strategies, ensuring that there is a collective understanding of what constitutes success. This approach reinforces that marketing should be seen as a long-term investment rather than a quick-fix solution.
Future Trends in the Restaurant Industry
Looking ahead, the podcast identifies pressing trends that will shape the restaurant industry moving into 2025. Emphasizing a return to authentic hospitality, speakers suggest that technology should enhance rather than replace the human touch in dining experiences. Additionally, there are calls for restaurant operators to be more proactive in understanding technological solutions that cater to their specific operational needs. The integration of technology with a strong focus on enhancing customer experience is posited as crucial for a thriving restaurant environment in the future.
Wow Bao started two decades ago as a brick-and-mortar restaurant in Chicago. Since then, it’s grown through modern channels like vending machines, deals with airports and sports stadiums, ghost kitchens, and frozen, packaged goods in grocery stores. In this episode, Geoff talks about his tech philosophy (tl;dr: it’s good to be first!), Wow Bao’s growth over time, and the challenges of selling one brand in lots of places.
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