Creative Destruction in the F&B Industry

Creative Destruction in the F&B IndustryCreative destruction, a term coined by the economist Joseph Schumpeter in 1942, is the concept of “incessant product and process innovation mechanism by which new production units replace outdated ones.” Schumpeter says that disruption is an important part of capitalism because it increases productivity.

As the term suggests, creative destruction isn’t a particularly comfortable concept, especially for those who are on the wrong side of it. The invention of the steam engine led to the creative destruction of travel by horses. The invention of automobiles led to the creative destruction of travel by steam engines. It’s an inevitable result of innovation which can make complete industries obsolete, and take thousands of jobs along with it. The positive outcome is that it creates new industries and redefines jobs within them.

So where is all of this going? McDonald’s recently announced its plan to install self ordering kiosks, thereby reducing manpower in their outlets. It’s not the only company to make a move towards automation. Chili’s Grill and Bar has made a move towards self ordering tablets. Restaurants in the US find automation a way to improve productivity.

There already exists a machine that creates 360 gourmet hamburgers in an hour. The entire machine could replace any human making burgers in the kitchen. According to this report, McDonald’s could fund the development of a burger making machine and see a one year return on investment. There are many reasons why companies are moving towards automating their processes.

In the United States, a big reason for this is the growing cost of labour. Currently, the minimum wage in the US is $7.25 per hour. For a few years now, workers in the F&B industry have protested that this number is far too low for it to be sustainable. They say that the reasonable wage floor should be at $15 per hour. LA recently passed legislation for $15 per hour.

The result of this is that fast food franchises are finding it increasingly difficult to cope with the labour costs. The alternative is to automate. Mundane and repetitive tasks can be done by smart machines. Jobs where human interaction is required, like serving food, can be taken up by people. Another reason why automation makes sense is that it’s more efficient and faster. Queues are shorter, human errors are less common, if not completely erased.

You can see parallels in the F&B industry between the US and countries like Japan and Singapore. On the one hand, labour costs are increasing in the US, forcing companies to automate. On the other hand, Japan and Singapore are facing a labour crunch often due to unwillingness of the countries’ citizens to participate in this industry, leading these countries to automate as well. The story is the same, where labour as a factor of production is being replaced by machines that can do the same work and produce better results. And this is where creative destruction fits in.

What does this mean for the F&B industry? Restaurant technology will develop and will facilitate automation. The hamburger machine by Momentum Machines, Inc is just the beginning in the back-end of a restaurant. POS systems, self ordering kiosks, cloud based scheduling applications and online reservation websites are taking over the work of regular staff in a restaurant. An entire ecosystem of automation surrounding retail and F&B already exists but what will trigger the momentum of creative destruction is the lack of a sustainable solution to the problem of increasing costs: in this case, the cost of labour.

How to Deal with the Labour Crunch in Singapore

pablo

As you know, the F&B sector in Singapore has been facing a labour crunch for years now. Currently, for every foreign worker, the F&B sector needs to hire 6 local workers which is an impossible ratio for companies to handle. To attract more local workers, restaurants have had to raise costs without any increase in quality of service. Restaurants that were unable to do this resorted to leaving tables empty.

The Restaurant Association of Singapore proposed some solutions, including relaxing the foreign workers’ levy. While this measure is up to the government’s discretion, there are ways that restaurants can cope with the labour crunch.

Increasing Productivity through Technology

There are many front-end and back-end processes that can be streamlined by automating. In terms of adopting new technology, the restaurant industry has traditionally lagged behind the rest. However, the need to automate is clearer now than ever before. There are many examples in Singapore where restaurants have installed POS systems, set up digital menus or moved the practice of making reservations online.

Sakae Sushi in Singapore is a great example of automated processes. They have a conveyor belt that serves sushi. The belt is an island that is surrounded by tables so that customers can pick whichever dish they like. The restaurant also has iPads on every table to allow customers to order using the menu on the iPad.

McDonald’s Singapore is just catching up to the reality of increasing costs. Four out of approximately 120 outlets in Singapore have kiosks from which customers can order. 20% of their customers use kiosks. The systems reduce manpower required to take orders. It also makes the ordering process fool-proof, thereby saving time and money by preventing errors due to miscommunication between the customer and employee. In addition to reducing errors, McDonald’s employees can focus on back-end tasks and speed up service.

Balancing out costs: The result of automating is that there are shorter queues and more customers walking in through the door. The self ordering payment systems that Ananda Bhavan, a restaurant chain in Singapore uses, cost around $40,000. But in the long run, the investment pays off because of more orders and higher revenue.

To see a more tangible improvement in processes, Aptsys – a self-ordering POS system – released statistics on their website on how their product benefits restaurants. By their estimates, ordering speed increased by 70%, repeat orders increased by 30% and human errors decreased by 80%.

Tax credits: The government of Singapore has come up with incentives for companies to adopt newer technology. This includes training the staff with the new technology as well. The Productivity and Innovation Credit Scheme gives companies a 400% tax deductions or 60% cash payout as long as the improvements in technology come under the six qualifying activities.

Singaporean restaurants are increasingly seeing a fall in revenue because of empty tables and increasing labour costs. The only way for the industry to cope with falling margins is to adopt technology that can reduce manpower. We have previously suggested ways to upgrade and adopt new technology in areas of reservations, POS systems and food delivery. Over the next few years, it remains to be seen whether foreign worker quotas will be relaxed in order to release the pressure that these industries are under. Currently, the way to move forward is by using the tax credits that the government is offering to upgrade restaurant technology.

Continue reading