QR Codes have taken over the city. It’s hard to walk a block without coming across the little squares. Shops, bars, poles and even turnstiles have embraced the technology.
They are practical and friendly. Pointing your cell phone camera to perform an action seems like a gift from the future, but quick response codes are not a new invention.
They were created in 1994, but, until a few years ago, they only fulfilled specific roles, such as marketing campaigns. It didn’t look like they would take care of everyday life.
The pandemic changed the scenario. Fear of the transmission of Covid-19 through surfaces has made cash to be avoided, and changed the way bars and restaurants operate.
Even after surface contamination was discovered to be negligible when compared to air, they remain part of the city’s landscape.
The debut of Pix, the Central Bank’s payment system, and the digitalization that accompanied government benefits boosted the use of QR Codes as a means of payment, says Willer Marcondes, partner at consulting and auditing PwC Brasil.
Worshiped or not, they must stay and spread more. According to a PwC study, digital payments – such as mobile phone approximation and QR Codes – are expected to grow by 80% worldwide by 2025. By 2030, the number of cashless transactions per capita will almost triple the current level.
In Brazil, the number of transactions per Pix using QR Codes in August this year represented 17% of the total, adding the Dynamic and Static categories. In 2021, it was 7%. They have become so popular that they are even used to steal money and data.
“This simplicity that technology brings, of being able to identify a recipient with any cell phone and make a payment, explains this growth”, says Marcondes.
But, while QR Codes as a means of payment are well accepted, the same is not true for the disappearance of the menus of bars and restaurants – now replaced by squares, decorated on tables or in plasticized stands.
On social media, it is common to see posts about this type of use of technology. Few are complimentary.
“The inventor of the QR Code must feel the same thing Santos Dumont felt when he saw the plane being used as a weapon in war. It must be sad to see his invention being used for evil, such as replacing the physical menu in restaurants” , joked a user on Twitter.
The dissatisfaction comes from the hassle of picking up a cell phone during a meal, centering the code on the camera like a shooting range, and looking for food and drinks like an Amazon purchase. In addition, when they are offered, many digital menus are not very intuitive.
Goomer, a company that offers digital solutions for establishments, says the adoption of QR Codes has stagnated for almost a year.
“Demand has grown a lot during the pandemic due to the need not to carry a physical menu between customers. However, the experience was compromised and a little discredited, since a good experience was not always offered”, said Breno Nogueira, marketing director at Goomer.
“Now, we see other products replacing the code, such as the tablet on the table. With the objective not of distancing, but of improving service, increasing the average ticket of orders, and greater operational efficiency, freeing up waiters for other functions”.
For Paulo Solmucci, president of Abrasel (Brazilian Association of Bars and Restaurants), it is important that establishments offer a good digital menu — as opposed to a PDF or photo file — and a physical menu for those who prefer.
“The introduction of the QR Code, automation and digitization in the sector was very positive. But when the restaurant insists on having only technology, it generates great discomfort for many customers. Especially for those who do not like it or have difficulty”, said.
Today, the advantage of using digital menus is linked to savings in printing costs and the possibility of immediate changes in prices and products, which is important in a scenario of high food prices.
Accessibility is also a key issue for the discontent with digital menus. While restaurants targeting younger audiences are more likely to succeed with an introduction, those that span multiple age groups are at risk of only turning away new customers.
This is because accessing a QR Code requires, in addition to goodwill, familiarity with the technology, a compatible cell phone and stable internet. A series of prerequisites that make eating out more bureaucratic.
“It’s a trend in unpretentious places that charge cheaply. In more sophisticated places, which have a higher average ticket, it sounds more like ripping [besteira]. This can drive away the customer, who wants to pay more for a complete experience”, says Ian Olivier, from The Antigourmet Critic profile, on Instagram.
“One of the things that is most complained about in restaurants is the fact that people stay on their cell phones a lot and don’t socialize, talking. The QR Code ends up being an incentive for this type of situation. You open the menu on your cell phone and a lot of notifications appear. So instead of letting go of your everyday life a little bit and enjoying that moment, you end up going back to the real world.”
I am Frederick Tuttle, who works in 247 News Agency as an author and mostly cover entertainment news. I have worked in this industry for 10 years and have gained a lot of experience. I am a very hard worker and always strive to get the best out of my work. I am also very passionate about my work and always try to keep up with the latest news and trends.
