Buffalo Wild Wings Testing On-Table iPad Ordering System

BY Rounak Jain

Published 8 Feb 2012


830-store strong restaurant chain, Buffalo Wild Wings, is entering into the second phase of its iPad pilot program in Minneapolis, after completing its initial roll out in a suburban Toronto branch.

Under its pilot program, the restaurant chain plans to equip each table with an iPad to let customers place orders and browse the internet. Buffalo Wild Wing’s director of international business said:

“Ultimately, we are trying to use the technology to enhance the customer experience. People are familiar with iPads, iPhones and Android tablets, so this would enhance that.”

The initial test runs would help the restaurant determine how customers engage with the iPad, depending on which it could develop content for the iPad. For instance, if the device is being used for entertainment, Buffalo Wild Wings could sell advertising, add games and perhaps even feature some video content.

Hubworks Interactive provides the restaurant with an 8GB iPad along with a case, a magnetic card reader and a battery backup for $750. Each unit in the restaurant comes with an RFID chip to avoid devices from being stolen.

Computer World reports:

In the first test, while men in a group typically watched a football or hockey game, women in the group would pick up the iPad and launch Facebook, Murphy said. “We have a very captive audience with good sales volume in our restaurants, so we view this iPad as a way for customers to stay connected socially and not have to use their own device.”

The iPad is enjoying a good growth in the enterprise market, as well as areas like medicine and hospitality. If Buffalo Wild Wing’s test goes through successfully, it would further drive adoption in this industry.

What’s your opinion about an iPad on your dinner table at a restaurant?

[Computer World via MacRumors]