On the Herbfarm menu: QR codes |
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The Herbfarm is one of the Seattle area's culinary treasures, known for nine-course dinners featuring an array of mouth-watering items from the Pacific Northwest. But recent visitors to the Woodinville restaurant found something a little more exotic on their menus. (No, it wasn't the paddlefish caviar on salmon skin). On Sunday, The Herbfarm started featuring QR codes on its menu.
The two-dimensional bar codes allowed diners to use their smartphones to unearth more details about the restaurant, including its wines, its history and even wild mushrooms. Smartphone users who had downloaded a QR code-reading app and took a photo of the QR code were able to pull up videos that offered more information about various aspects of the menu.
Ron Zimmerman, co-owner of the Herbfarm, thinks QR codes could open a new chapter in the way customers interact with their favorite restaurants.
"I think they have a lot of potential, as they tie printed material to the e-world," he said. "...With the codes, we can also post the nightly detailed notes on the wines; the wine list; interesting short footage about special ingredients and so forth. It is a way to enrich the experience."
QR codes certainly have not hit the mainstream. On Sunday, only three parties experimented with the technology. But Zimmerman thinks that may change over time.
Zimmerman
"Most people still haven’t seen or used the codes, but as they become more widespread I’m sure the usage will pick up," he said.
Of course, cell phone use at the dinner table (especially a fine dining establishment like the Herbfarm) is still pretty much taboo. In order to avoid any potential embarrassing situations, Zimmerman purchased headphones so that those who interact with the QR codes on the menu do not disturb others.
"Even got a splitter so couples can view and listen at the same time, if they are so inclined," he said. (Not sure my wife would ever go for this, but perhaps some geeky couples would be inclined to test it out).
Mobile restaurant apps like those from Urbanspoon or Yelp have already changed the dining experience. But embedding QR codes directly into the menu seems a bit futuristic.
Looking ahead, one can imagine a future where a menu isn't so much about typed text or spoken word, but a series of highly-produced short video segments about each dish.
Eventually, maybe we won't even need a waiter or waitress anymore.
Follow on Twitter @johnhcook.
Previously on TechFlash: Microsoft Tag claims front-runner status in next-gen barcodes
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