Remember "Back to the Future," and when Marty goes into the future and orders a drink from a talking T.V.? Well now there's something similar to that at a wine-bar in New York. This article is about the new technology of ordering. Any customer can touch the bar and a screen, similar to an iPod screen, will appear. You select a category with your finger, and the computer segments the different varieties of drinks until the screen delivers you to your narrowed-down drink of choice.
Is this technology “same-old?” Kind of. We've already got touch screens similar to this, like for ATMs, self-check-outs, and computer screens. The restaurant that recently installed this device (for $5,000 to $10,000) wants to seem more “hip” and make wine “more approachable.”
So, will these screens just be a fad? What will be the return on investment as opposed to the typical paper menus? Will consumers find that a "technology menu" adds to their consumer surplus significantly more than a paper menu? I don't think I'd be willing to bet on this investment paying itself off.