Case Study: Interactive Ordering System in Restaurant Holyfields

April 4, 2011 - PRLog -- The idea behind Holyfields is simple: “We serve Time to our guests...Time to Enjoy. It does not matter if you have time to ‘enjoy’ for 30 minutes or for three hours.” Holyfields’ first restaurant opened on November 1, 2010 in Frankfurt, Germany. The ordering system is the heart of the restaurant, making sure people really have time to eat and enjoy their quality time.  Our innovative, fast ordering system changes the typical waiting time at a restaurant into time to spend on relaxing, to speak to people, to enjoy wonderful food and drinks and to experience the extraordinary atmosphere in the restaurant.  

In today’s busy world where time is scarce, Holyfields restaurant interactive ordering concept is designed to eliminate the time wasted on waiting for someone to get you seated, take your order and serve your meal. With the goal of creating a digital ordering system to speed up the ordering process, Holyfields partnered with Newroom Media and the Ippolito Fleitz Group to develop user-friendly self-service kiosks. To order a meal, a guest simply selects his or her preferred food and drink on one of the kiosks and then proceeds to a cashier. They receive a pager that will alert them when food is ready for pick up.

To complete the customer’s satisfaction, the restaurant’s management can constantly update the information on the kiosks. They can make products available to choose on the screens or mark them as sold out in the database, which will automatically make these menus disappear from the displays. Another asset is that the offerings on the menu boards change without human intervention based on time. Breakfast menus will be displayed only in the morning, and the system will automatically switch to lunch and dinner mode. The technology used for this system reduces all administrative tasks of a standard ordering system to a minimum, guaranteeing more quality time for the customer.


The Solution
•   Newroom Media solution provider
•   AOpen Digital Engine® DE7000
•   Scala Player Software and Scala Content Manager
•   Hypersoft GmbH cash registry software
•   32 inch Samsung LCD display
•   Tyco Electronics IntelliTouch Surface Wave Touchscreens    

The solution at Holyfields was installed by Newroom Media, a company focused on the strategic integration of digital and interactive media into the communication concepts while fulfilling the clients’ needs.  The kiosks feature an intuitive design interface, high level of scalability, modern design, and a constant and stable system capable of operating for 17 hours a day. Each kiosk is equipped with a 32-inch Samsung LCD display, Tyco Electronics IntelliTouch Surface Wave Touchscreens and an AOpen Digital Engine DE7000 Media Player.
The kiosk interface uses only Scala scripts as well as specially developed optical effects such as transparent pop-ups. Scala Content Manager and Scala Player software drive content to the screens which run perfectly on AOpen DE7000 specially designed for high graphic demand.

The AOpen Digital Engine® DE7000 has been certified by Scala.  It passed a multi-frame, multimedia playback test, which includes playback of 1080P H.264/WMV video, a flash clip, images and video with 3D transition effects, RSS marquee, and Scala Script.
“At Holyfields, our ordering system is reliant on the new terminals. Failure or downtime would result in customer dissatisfaction and a loss of money,” said Gerhard Schöps, Managing Director of Holyfields.  “Therefore, the operation of these terminals is crucial. We are very satisfied with the speed and reliability of the interactive ordering system, as are our guests.”

Key Benefits
•   Reliable, easy to maintain and cost effective system
•   Intuitive interface design
•   High level of scalability
•   Interaction with external systems e.g. cashier systems

Future Plans
Holyfields has already planned future developments of the system. The restaurant wants to extend the system to enable customers to pay directly at the terminal and to integrate terminal payment methods for paying instantly and automatically via credit card and cell phone. Plus they want to create ‘click path tracking’ to get visibility on the way that guests choose their meals, and they want to strengthen customer loyalty and service by integrating CRM modules. By 2013, Holyfields plans to integrate the innovative new kiosks and digital signage into restaurants in Berlin, Stuttgart, Hamburg, Leipzig, München and Düsseldorf.

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AOpen, Inc. has more than 15 years of IT hardware manufacturing experience along with keen insights into IT industry trends that help drive the growth of AOpen. As the leading manufacturer, of ultra small form factor digital signage media player solutions world-wide, AOpen keeps expanding its products and services for digital signage and other vertical application markets. With in-depth market knowledge AOpen can offer advice for complete digital signage platform solutions. AOpen cooperates with its global value added channel network to go to market.