I attended the National Restaurant Association exposition in Chicago earlier this year, and looked at all the ways modern restaurant IT is spying on people.
But there’s also a fundamentally creepy aspect to much of this. One of the prime ways to increase value for your brand is to use the Internet to practice surveillance of both your customers and employees. The customer side feels less invasive: Loyalty apps are pretty nice, if in fact you generally go to the same place, as is the ability to place orders electronically or make reservations with a click. The question, Schneier asks, is “who owns the data?” There’s value to collecting data on spending habits, as we’ve seen across e-commerce. Are restaurants fully aware of what they are giving away? Schneier, a critic of data mining, points out that it becomes especially invasive through “secondary uses,” when the “data is correlated with other data and sold to third parties.” For example, perhaps you’ve entered your name, gender, and age into a taco loyalty app (12th taco free!). Later, the vendors of that app sell your data to other merchants who know where and when you eat, whether you are a vegetarian, and lots of other data that you have accidentally shed. Is that what customers really want?
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