July

By Alexandra Zendrian

his year’s Society for Hospitality and Foodservice Management (SHFM) Critical Issues Conference opened up a lot of T interesting conversations about technology and its fit in the foodservice world. We took the opportunity to follow-up with Haroon Qureshi, chief executive officer at omniXM. For those not familiar, omniXM is dedicated to revolutionizing the contract food service industry through digital transformation. With a strong emphasis on customer experience, omniXM provides innovative solutions designed to improve customer satisfaction, enhance operational efficiencies, and deliver measurable results. By leveraging advanced conversational AI, OmniXM captures actionable insights from qualitative feedback, turning them into actionable data that drives operational improvements. Trusted by numerous leading global companies, OmniXM's platform has thousands of deployments worldwide, making it the premier feedback solution within the contract food service environment. OmniXM helps contract food service companies enhance client satisfaction and improve account retention, setting a high standard for the industry.

1. You said during your panel that people need to understand the "underbelly" before a new tech implementation. Can you please elaborate on that a little bit more? When I talked about the "underbelly," I was referring to the intricate and often overlooked aspects of food service operations which are keeping the ship afloat. These include manual processes, various technology platforms, and legacy equipment that don’t always provide usable data. Successful tech implementation requires a thorough understanding of these existing systems and how new technologies can integrate seamlessly. For instance, implementing delivery robots sounds exciting, but it involves complex integrations with badge readers, elevators, and indoor location services. Without this groundwork, even the most advanced technology can fall short. 2. How is generative AI currently being used in an effective way? Generative AI is in its infancy in the food service space, but it is already enhancing various categories and functions, making operations more efficient and improving customer experiences. Companies like Amazon, McDonald's, Starbucks, Chick-fil-A, Sweetgreen, and many others have been experimenting with AI-based solutions for several years to streamline supply chain, inventory management, customer recommendations, labor management, and more. At omniXM, we have been leveraging AI to analyze customer sentiment data and provide our customers with guided, prescriptive steps (GPS) for improving experience and evolving business strategies in real time. HOSPITALITY NEWS JULY | Page 47