It’s taken a pandemic, but hospitality operators are finally beginning to understand the power of digital and the wealth of data it generates Sadly, the industry will emerge leaner from the pandemic, but it has forced operators to embrace digital. This new-found understanding of how technology and intelligent use of the data it generates can improve both the customer experience and the bottom line will help many operators survive and hopefully thrive in the coming months and years. Mobile payments and ordering have helped operators serve customers safely and efficiently. But the technology has also opened the door for a new era of personalisation by way of digital menus. Imagine being able to tailor a menu for a particular time of day or occasion, or even a specific customer.