Future-Proofing Restaurants: How Tech and AI Are Reshaping Franchising and Operations

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Franchising's Future Is Now: How Restaurants Can Embrace Tech Without Losing Their Soul

Today’s restaurant industry is evolving faster than ever—and the brands that adapt to digital efficiency, customer data, and omnichannel strategy are the ones that will thrive. That was the central theme of Full Course’s latest Rising Tide session, where the team unpacked emerging technologies and practical tools to support operators, franchisors, and restaurant leaders.

As Lauren Barash, CMO of Full Course, put it:
“It’s not good technology unless it takes into consideration your marketing and brand strategy, your operations, and your people.”

So, what does the future look like for restaurants? Here’s what you need to know.

 

AI Is Already Here—Use It to Enhance, Not Replace

AI isn't a buzzword anymore—it's a backbone. From back-of-house forecasting tools to guest-facing loyalty experiences, the applications are multiplying. Director of Operations Paul Craythorne shared how AI is helping brands:

  • Analyze guest behavior more deeply than ever before
  • Automate upsells and suggestive selling based on real-time inputs
  • Streamline training by offering instant language translation for frontline teams

“AI isn’t a replacement tool—it’s an enhancement tool,” Paul explained. “The quicker we adapt to using it, the quicker we can improve operations and guest experience.”

Lauren added that in some cases, AI is being used to identify returning guests through facial recognition at kiosks to customize menus. While controversial, it’s an early signal of just how personalized restaurant tech is becoming.

 

Omnichannel Strategy: More Than Just Delivery

The idea of “omnichannel” isn’t just about adding third-party delivery—it’s about designing brands to meet customers wherever they are.

That includes:

  • In-store dining with personalized service
  • App-based ordering and loyalty integration
  • Grab-and-go and meal kits for future consumption
  • Retail products for at-home brand reinforcement

“The brands that are growing right now—like CAVA and Sweetgreen—have built omnichannel into their foundation,” said Barash. “This is about reducing friction, not just adding new channels.”

Gen Z and millennial guests increasingly define dining occasions by value and convenience, not time of day. A solid omnichannel strategy gives them the power to choose how they engage.

 

Loyalty Programs: Underused but Overperforming

Loyalty isn’t just about points—it’s about connection. Nearly 70% of consumers say loyalty perks influence where they dine. Yet many brands activate a loyalty platform and stop there.

Lauren advised:

  • Keep it simple—most consumers just want to understand how the program works
  • Offer flexible rewards, not just discounts
  • Integrate loyalty into your training so every team member can explain it confidently
  • Use AI to personalize reward suggestions and engagement touchpoints

As Paul summarized:
“Loyalty isn’t about the discount. It’s about knowing your guest and giving them a reason to come back.”

 

Data Ownership & Tech Fees: Don't Sign Blind

Tech contracts are getting more complex—and costly. Full Course CEO Lauren Fernandez warned that franchisors must understand:

  • Who owns the customer data (many vendors claim ownership unless negotiated)
  • What happens when a contract ends (can you port your data?)
  • How tech fees are structured—especially as regulators begin to pay attention

“Always know how to walk out before you walk in,” she advised. Transparency and exit planning are essential as franchisors build out their tech stacks.

 

Don’t Forget the People

Technology is transforming jobs—but it won’t eliminate the need for human skills. In fact, Deloitte reports 94% of employees worry about balancing tech with soft skills like communication and leadership.

Director of People Erin Wenttang noted that AI can help address this gap by supporting training and development in new ways. “We have to intentionally train people on the soft skills we used to learn by accident—like holding a conversation or dealing with a customer issue,” she said.

Restaurants will always be about hospitality. The challenge is teaching service in a digitally native world.

 

Key Takeaways for Operators and Franchisors

  • Adopt AI thoughtfully: Use it to enhance service, training, and forecasting—not just to cut costs
  • Design for omnichannel: Guests expect to order, eat, and interact with your brand on their terms
  • Make loyalty simple and effective: Prioritize usability, personalization, and team training
  • Protect your data: Own your guest information and understand tech contract terms up front
  • Invest in people: Use tech to train better, not to sideline the human experience

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