Good Food on the Fly

HMSHost is a global restaurateur and leader in travel dining for airports and motorways, with restaurants in over 120 worldwide airports as well as 99 turnpike travel plaza stops in North America.

Quick Pay is HMSHost’s new, custom-built solution that allows diners at full-service restaurants to quickly scan a unique QR code located on a sticker at their table, pay their bill using their smartphone, get a digital receipt, and exit the restaurant at their own pace. HMSHost launched the program at 11 airport locations.

Due to low usership of the existing program, HMSHost brought in Novak Birch to design, write, and produce a new tabletop sticker, menu insert, and server training sheet for a new program pilot launch in seven restaurants at Dallas/Fort Worth International and Reagan National airports. Goals were:

• Drive awareness of the Quick Pay program.
• Boost usership by 1% in these targeted pilot locations.
• Novak Birch created a suite of Quick Pay materials that attracted diners’ attention and enticed them to try the convenient new service. We designed, wrote, and produced:
• An eye-catching table sticker that engaged diners with a question and the benefit of convenience.
• A menu insert that served as a second touchpoint, informing them about the service and offering more information on the easy steps to “Order, Pay, and Get On Your Way.”
• A server training sheet that introduced the program to servers and explained the benefits to them (e.g., enabling them to serve more tables and get more tips, plus program incentives). The sheet also included talking points to help servers explain the process to diners and encourage them to try it.

HMSHost successfully launched the program at 24Diner in Dallas/Fort Worth International airport in 2020 with plans for continued implementation to other pilot program restaurants in DFW and Reagan.