It is amazing how many coffee houses, fast food restaurants, and other businesses hosts wifi hotspots for their customers. The biggest fast food chain, McDonald’s, now has WiFi provided in many of their millions of locations. In fact I’m sitting right now at my local McDonald’s as I write this, slurping up my Dr. Pepper, and munching on my golden fries. Places like music stores and store fronts, waiting rooms and hair salons, all have the wireless hotspots. Even many hotels and motels now advertise FREE WIFI on all their signage.
So what makes these places want to serve some online browsing on their menu? I decided to look at the main reasons why I think a business would want to host a free wifi hotspot for their customers, and then look at why the customers actually take advantage of it.
The following reflect my personal opinions of the subject, and offer no credible research.
Attracts more people.
I work fairly close to a McDonald’s, and I’ve seen with my own eyes that their business has increased after they provided free wifi. People come in with their huge laptop bags and all their accessories, take up a whole table (near an outlet) and park it for a few hours. I mean let’s face it. They attract the college students with their homework and fancy gadgets. The work from home type, with their laptops and headsets, using Skype frequently. Also there are the older generation with their e-reader, or iPad, reading the news or some book. I’ve also seen just about every age group on Facebook a few times as well.
People bring the craziest things in sometimes as well. I’ve seen a guy carry in a printer before, printing off several pieces of paper. Everything is there, from the small netbooks to the huge laptops, the phones, to the tablets. I’ve seen tables filled with electronic gear, and even cords hanging from the ceiling where that was the only available outlet. It really is funny some of the things you see. But all of these people would not be there if there were no wifi. They may stop in, grab something and go, but without wifi, that’s it. With the wifi they stay a while longer, even going back for more food later. Which brings me to the next reason.
Generates more business.
People stay longer, they order more, they come back more often. I normally don’t care to eat fast food very often, however I love to sit at a restaurant and surf the web, watch movies, and write blogs. So I compromise, I’ll order a drink instead of food, or maybe just fries, that way I’m still supporting the business, and not taking advantage of the free wifi. I’ve noticed that I spend on average 5-10 more hours a week as I visit quite frequently.
Many people are staying for a while, and they keep getting up and ordering more food. I saw a lady, at Panera Bread, go up to the counter to order something 5 separate times within the 3 hours she was there on her laptop. Providing wifi generates more business. People come back, if they’ve enjoyed themselves. I’ve had more McDonald’s, Hardee’s, and Panera Bread in the last 12 months than I’ve had my entire life.
Creates a better public image.
The public image is really important for a business. So hosting a hotspot increases the positive reception of the public image. I mean the business is offering FREE WIFI. Instead of taking advantage of people’s need for internet and web, they are offering it as a free accessory to staying at their store. It a great advertisement, never mind many people already get internet everywhere they go on their phone. The business are offering it to you for free with no charge, or membership fee.
Lets face it, McDonald’s, Panera Bread, and I’m sure a few more are widely known for offering free wifi. So you know that their public image has improved a bit. They could make you order something, and then have the access code printed on your receipt. It has been done before. But no, they offer it free of charge. They’ll even pay the electric bill for charging your device up while your there, and offer you heat in the winter, and air conditioner during the summer. So they become the nice guy, providing everything you need to be comfortable while surfing the web, and it’s FREE!
So what are some of the reasons that people actually go to these places? I feel that there are at least three main reasons why a customer will come and use the wifi.
Welcomed Homey Feel
Fist off is whole feeling of being welcomed in, and accepted, while keeping a homey feel. For instance a new McDonald’s has been built in my hometown, and I’ve already visited it. I love the design and layout of the place. They are definitely catering to people who will be coming in and staying for awhile working on homework, work, or personal projects. Also places like Panera Bread, Barnes & Noble, Starbucks, and more now offer lounge areas for people to just sit and enjoy themselves. It gives a very homey feel that people tend to enjoy. Comfortable cushions and table spots. Plenty of outlets, and even a few bar stools. Walking in give the message “Come on in, and stay awhile!”
So for a lot of these businesses, they keep the place up so that people get a good reception when they come in.
Easy Access.
Personally I know that if I need to get in the internet really quick, maybe to upload something, or email a friend, I can easily look for the nearest McDonald’s or other convenient wifi hotspot and get instant internet access. This means whether or not you own a smartphone, you can still get internet just about anywhere in the states. The internet is always there and easy to get access. No special hoops to jump through, no crazy security locks that keep people away. Just free easy wifi for all within range. Why go home, when you can get your internet anywhere else? I’ve counted over 25 hotspot businesses that I pass on the way to and from work. My favorite happens to be McDonald’s in which there are several in my town.
Now I never have to go straight home to access my internet. Sure may be able to get peace and quiet there, but with everything happening around the local businesses, it’s too much entertainment not to go out. Even when I’m actually there to grab a quick bite, I can still pull out my tablet and do some things over the internet.
Social Lounge
Earlier this week, I ventured into a local Hardee’s Restaurant to work on a post for this blog. While I was there, several other people came in to lounge around and do whatever entertains them. For instance, one man was reading the local news paper, while another was watching the TV that was mounted on the wall, one other was on his laptop, while the last was simply eating with his phone out, obviously texting away. But it wasn’t long before we all were conversing with each other talking about many topics, including the end of the world, politics, Apple and Microsoft, tablets and laptops, and much more. In fact the manager of the place stopped by and mentioned that he had never heard so many interesting topics in his restaurant before, and then joined in the conversation. It reminded me of the old barbershop meetings, where all the men would lounge around the barbershop to hear the top news, and put in their two cents. It truly was awesome, and something that I would not normally get at just any restaurant, nor from my own house. It was a very pleasant conversation between several people. Some had to leave, while others joined in. I hated to leave when I had to. I was enjoying myself so much in word and conversation.
Even though offering wifi may be a gimmick to get more business, it does provide an outlet for those who want to surf the web comfortably. And since people are generally responding really well to places that offer wifi, it is a legitimate source for more customers and business.