We’re betting on AI, data analytics for personalised, immersive experiences: Impresario’s CTO

Which areas of technology will be your focus this year, and why?

This year, our focus will be on strengthening our ongoing systems and processes. We are committed to enhancing the efficiency and reliability of our operations through advanced technology. By upgrading our existing infrastructure, we aim to optimise overall services such as dine-in, delivery, and customer interactions. This includes enhancing data analytics capabilities to better understand and anticipate customer preferences, enabling us to tailor our services more effectively. Ultimately, our technology strategy is about creating personalised, immersive experiences that align with the dynamic nature of our restaurants while enhancing both the customer journey and operational efficiency.

Are you planning to expand in the next year by hiring new talent or upskilling existing employees?

At Impresario, our tech team is a blend of diverse talents, structured to support the company’s evolving needs. Currently, we have a dedicated team handling various aspects of our tech operations, including software development, IT, and hardware management. The team plays a critical role in maintaining our digital ordering systems, online payments, loyalty programmes, and backend infrastructure.

While we will continue to expand the team as and when needed, we’re also committed to upskilling our existing employees through training in emerging technologies. This will help keep us agile and prepared to deliver the next wave of innovative experiences, ensuring that we remain ahead of the curve in a rapidly changing digital landscape.

What technologies are you most excited about for the hospitality sector?

The hospitality sector is undergoing transformative change, driven by the integration of cutting-edge technologies. In a world where customer expectations are constantly evolving, technology is not only enhancing convenience but also redefining experiences.

Some standout technologies in the hospitality sector include sophisticated data analytics, fully integrated marketing automation tools, and loyalty programmes. These technologies collectively enhance customer experiences by personalising recommendations based on past orders and preferences, streamlining operations, and creating more tailored interactions.

For instance, we have integrated advanced data analytics into our digital menus to highlight the most sought-after dishes in real time, making it easier for diners to discover popular options and enhancing their overall dining experience. Additionally, transitioning from static PDF menus to interactive digital ordering platforms—similar to e-commerce apps—improves efficiency and introduces new opportunities for menu discovery and customer engagement. These integrations build a seamless connection between customer data and targeted marketing efforts, ultimately fostering stronger customer loyalty.

The combination of AI and digital innovation is reshaping the way we experience hospitality, making it more intuitive and customer-centric. From personalised recommendations to seamless digital interactions, innovation is setting the stage for an engaging hospitality landscape.

What kind of innovation are you bringing with technology as an enabler?

We’re using technology as an enabler to make everyday experiences more seamless and personalised, simplifying tasks. A prime example of this approach is our SOCIAL Works programme, which has been transformed through technological integration.

Previously, accessing our workspaces was quite manual. Customers would pay a token fee, and a staff member had to record each transaction manually, later applying this payment as a credit when customers ordered food. Now, we’ve enhanced this process using technology. Customers can pay via our WhatsApp bot, receive Wi-Fi credentials instantly, and any payment made is linked directly to their account. This way, when they order through our digital menu, their credits are automatically applied without requiring manual intervention.

This shift has improved our operations’ efficiency and significantly enhanced the customer experience by making transactions quicker and completely seamless. It’s a clear demonstration of how integrating smart technology solutions can directly boost business efficiency and customer satisfaction.

On a scale of 1 to 10, with 10 being high and 1 being low, where would you place your organisation in terms of its digital transformation journey, and how did you achieve that?

Our organisation is highly engaged in updating and improving our technology. We focus on implementing practical tech solutions that directly enhance how we serve our customers and run our operations. This effort is ongoing, ensuring that our services continually meet customer expectations and maintain operational efficiency.

What are your tech plans for the next 12–18 months?

Our tech vision is centred on deepening the integration of technology with our food and beverage services to create more immersive and personalised dining experiences. We are constantly exploring new ways to connect with our customers, both in-store and through digital mediums.

Part of our strategy includes forging stronger partnerships with modern platforms such as food aggregators, booking services, and OTTs. These collaborations will enable us to offer tailored recommendations and enhance the overall experience, making each visit uniquely enjoyable for our patrons.