--- title: "AI Revolutionizing Restaurants: From Smart Menus to Dynamic Pricing" url: "https://syndelltech.com/ai-in-restaurants-revolutionizing-food-service/" site_name: "Syndell Technologies" content_type: "article" breadcrumbs: "Home > AI > AI Revolutionizing Restaurants: From Smart Menus to Dynamic Pricing" description: "Discover how AI in restaurants transforms operations with smart menus, dynamic pricing, and enhanced customer experiences for competitive advantage." keywords: "ai in logistics and supply chain, AI" language: "en" categories: - "AI" reading_time: "18 min read" summary: "In today's digital era, AI in restaurants is transforming how eateries operate. From personalized customer experiences to streamlined operations, artificial intelligence is reshaping the industry. ..." last_modified: "2026-05-08T19:42:20+05:30" schema_type: "Article" related_posts: - title: "Unlocking Efficiency: AI and ML in Business Processes" url: "https://syndelltech.com/power-of-ai-ml-development-services-in-optimizing-business-processes/" - title: "Unveiling the Potential Impact of AI on the Food Industry" url: "https://syndelltech.com/ai-in-the-food-industry/" - title: "AI Healthcare Solutions: Enhancing Patient Care & Hospital Management" url: "https://syndelltech.com/ai-development-services-healthcare/" estimated_tokens: 4658 --- # AI Revolutionizing Restaurants: From Smart Menus to Dynamic Pricing ![AI in Restaurants](https://syndelltech.com/wp-content/uploads/2025/03/AI-in-Restaurants-1024x536.webp) In today’s digital era, **AI in restaurants** is transforming how eateries operate. From personalized customer experiences to streamlined operations, artificial intelligence is reshaping the industry. Restaurant owners seeking competitive advantages are turning to **restaurant app development** solutions that integrate AI capabilities. The restaurant business faces unique challenges. High competition, rising costs, and changing customer expectations push innovation. **AI for restaurant** operations offers solutions that balance efficiency with enhanced dining experiences. This comprehensive guide explores how AI technologies revolutionize restaurants. We’ll examine smart menu systems, dynamic pricing models, and customer engagement strategies powered by artificial intelligence. Whether you’re considering [**restaurant application development**](https://syndelltech.com/industries/restaurant-and-food-delivery-app-development/) or exploring AI integration options, this article provides actionable insights for implementation. ## The Current State of AI in the Restaurant Industry The integration of **AI in the restaurant industry** is growing rapidly. According to recent statistics from [**Statista**](https://www.statista.com/statistics/1365570/indonesia-most-important-skincare-claims-among-women/), the global market for AI in food and beverage reached **$12.7 billion** in 2024, representing significant growth from previous years. ### Key AI Applications in Restaurants Restaurants now use AI in several ways: - **Personalized customer experiences** through data analysis - **Inventory management** systems that predict needs - **Staff scheduling** optimization tools - **Voice ordering** systems that speed service - **Dynamic menu pricing** based on demand A recent survey by the [**National Restaurant Association**](https://restaurant.org/research-and-media/research/research-reports/state-of-the-industry/) found that **73%** of restaurant operators believe technology gives them a competitive edge. AI adoption rates have increased by **50%** since 2020, with **restaurant app development** leading this growth. ### Why Restaurants Are Embracing AI Restaurants face several challenges that AI can address: 1. Labor shortages requiring automation 2. Rising food costs demanding efficiency 3. Increased competition needs differentiation 4. Customer expectations for personalization 5. Data management needs for operations “AI solutions allow restaurants to do more with less while improving service quality,” says Restaurant Technology Expert Maria Chen. This explains why investment in **AI for restaurant** operations continues to grow despite economic pressures. ### Market Penetration and Adoption Rates The adoption of AI technologies varies across restaurant segments. Quick-service restaurants lead with **68%** implementing some form of AI, followed by casual dining at **54%** and fine dining at **41%**. Small independent restaurants initially lagged in adoption due to cost concerns, but cloud-based solutions have democratized access. Now, even small establishments implement targeted AI solutions to remain competitive. ### Regional Differences in AI Implementation Geographic variations exist in **AI in restaurants** implementation: - North America leads with **64%** of restaurants using AI technologies - Europe follows with **57%** adoption rates - Asia-Pacific shows the fastest growth at **32%** year-over-year - Latin America and Middle East regions are rapidly catching up These regional differences reflect varying market maturity, customer expectations, and regulatory environments. One of the most visible applications of **AI in restaurants** is smart menu technology. These digital menus use artificial intelligence to enhance the dining experience. Smart menus leverage customer data and AI algorithms to display personalized recommendations based on past orders, highlight dishes matching dietary preferences, adjust offerings based on inventory, show vivid images and detailed descriptions, and enable seamless ordering without server interaction. A restaurant app developer can integrate these features into custom applications that enhance table service or takeout experiences. A [**restaurant app developer**](https://syndelltech.com/hire-dedicated-developers/) can integrate these features into custom applications that enhance table service or takeout experiences. Smart menus provide advantages for both customers and restaurant owners: #### For Customers: - Faster ordering process - Personalized recommendations - Detailed nutritional information - Special dietary filtering options - Enhanced visual presentation #### For Restaurants: - Increased average order value - Reduced staff requirements - Better inventory management - Valuable customer preference data - Upselling opportunities According to a 2024 study by TouchBistro, restaurants implementing smart menus saw an average **15%** increase in order value and a **23%** improvement in customer satisfaction. ### Implementation Considerations When working with a restaurant application development team on smart menu integration, consider integration with existing POS systems, user experience design for all age groups, offline functionality options, data security measures, and staff training requirements. The initial investment may seem significant, but the ROI typically materializes within 6-12 months through increased sales and operational efficiencies. ### Real-World Applications Several major restaurant chains have implemented smart menus with impressive results: - Applebee’s digital menu system increased dessert sales by **30%** - Chili’s tablet ordering raised beverage sales by **20%** - Independent restaurants report **12-18%** increases in check averages Even smaller establishments benefit from targeted implementations that focus on high-margin items or promotions. Smart menus leverage psychological principles through AI analysis, including strategic item placement based on eye-tracking studies, color psychology for promotion highlighting, personalized suggestions that trigger impulse purchases, social proof indicators showing popular items, and limited-time offers to create urgency. A sophisticated restaurant app development company incorporates these psychological elements into menu design for maximum impact. **Struggling with operational efficiency in your restaurant?** Discover how AI solutions can reduce costs and boost revenue. [Let’s Connect! ](https://syndelltech.com/contact-us/) ## Dynamic Pricing Models Using AI Dynamic pricing represents another revolutionary application of **AI in restaurants**. This approach adjusts menu prices based on various factors analyzed by AI algorithms. ### How AI Powers Dynamic Pricing AI-driven pricing systems analyze: - Time of day and day of week - Current restaurant capacity - Local events and weather conditions - Inventory levels and expiration dates - Competitor pricing and promotions - Historical sales patterns Advanced [**restaurant app development firms**](https://syndelltech.com/industries/restaurant-and-food-delivery-app-development/) create systems that automatically adjust prices in real time across digital menus, ordering platforms, and delivery services. ### Business Benefits of Dynamic Pricing Restaurants implementing dynamic pricing report significant benefits: - **Revenue optimization** during peak hours - **Waste reduction** through inventory-based promotions - **Customer attraction** during typically slow periods - **Competitive advantage** through responsive pricing - **Profit margin protection** during supply price fluctuations ### Customer Perception Considerations While dynamic pricing offers business advantages, customer perception requires careful management through transparency about pricing factors, clear communication of limited-time offers, value-added promotions rather than obvious price hikes, loyalty benefits that offset variable pricing, and consistency in quality regardless of price. “The key is presenting dynamic pricing as beneficial to customers, not just the business,” explains restaurant consultant David Williams. “When done right, customers appreciate special offers during off-peak times.” ### Implementation Strategies Successful dynamic pricing implementation follows several best practices: - Start with limited menu sections like appetizers or desserts - Use happy hour concepts to introduce the idea - Focus on creating perceived value rather than obvious discounts - Create clear price tiers based on demand levels - Integrate loyalty program benefits with pricing variations [Why AI is Transforming the Food Industry](https://syndelltech.com/ai-in-the-food-industry/) ## AI-Powered Customer Service Enhancements ![AI-Powered Customer Service Enhancements](https://syndelltech.com/wp-content/uploads/2025/03/AI-Powered-Customer-Service-Enhancements.webp) Beyond menus and pricing, **AI for restaurant** environments significantly enhances customer service. These technologies create memorable dining experiences through personalization. ### Reservation and Wait List Management AI improves the first point of customer contact through predictive wait time estimates based on table turnover patterns, automated text notifications with accurate timing, seat assignment optimization for server efficiency, personalized table selection based on customer history, and special occasion recognition and preparation. When integrated into a comprehensive restaurant app development strategy, these features improve operational efficiency and customer satisfaction. ### Voice Ordering Systems Voice recognition technology is transforming order-taking with natural language processing for accurate order capture, multilingual capabilities for diverse customers, automatic upselling suggestions based on order patterns, integration with kitchen display systems, and voice authentication for loyalty program recognition. ### AI-Powered Loyalty Programs Modern loyalty programs leverage AI for personalization through predictive analytics that anticipate customer preferences, personalized rewards based on order history, targeted promotions with timing optimization, churn prediction, and prevention strategies, and spending pattern analysis for marketing effectiveness. A sophisticated restaurant application development approach includes these loyalty features to drive repeat business. ### Sentiment Analysis and Feedback Processing AI helps restaurants understand and respond to customer feedback via real-time sentiment analysis from social media, automated survey response categorization, theme detection in review content, competitor comparison insights, and trend identification for menu development. According to a recent [**Harvard Business Review study**](https://hbr.org/2021/05/using-ai-to-track-how-customers-feel-in-real-time), restaurants using AI for feedback analysis improved customer satisfaction scores by **32%** on average. ### Chatbots and Virtual Assistants AI-powered conversational agents enhance customer interactions through 24/7 reservation assistance, frequent question handling, order status updates, menu information and recommendations, and special request processing. Modern restaurant chatbots resolve 78% of customer inquiries without human intervention, improving response times and consistency. ### Customer Journey Mapping AI enhances the entire customer experience through journey mapping that covers pre-visit research and decision-making, arrival and greeting experience, ordering and dining processes, payment and departure, and post-visit engagement and follow-up. ## Kitchen Operations and AI Integration ![Kitchen Operations and AI Integration](https://syndelltech.com/wp-content/uploads/2025/03/Kitchen-Operations-and-AI-Integration.webp) The back-of-house also benefits significantly from **AI in restaurants**. Kitchen operations become more efficient, consistent, and cost-effective. ### Inventory Management and Food Waste Reduction AI systems revolutionize inventory control through predictive ordering based on historical patterns, automatic reordering when supplies reach thresholds, waste tracking and analysis for menu optimization, shelf-life monitoring and usage prioritization, and supplier price comparison and optimization. Restaurants using AI inventory systems report food waste reductions of 40-70%, according to Food Tank research. ### Quality Control and Consistency AI ensures consistent food quality through computer vision for portion and presentation consistency, temperature and cooking time monitoring, recipe adherence verification, quality deviation alerts, and training recommendations based on performance. These systems help restaurants maintain standards across multiple locations or with changing staff. ### Kitchen Display Systems and Order Fulfillment Modern KDS solutions use AI to optimize production with intelligent order routing to appropriate stations, preparation timing coordination, staff performance metrics and coaching, capacity management during peak times, and integration with delivery platforms. A restaurant app development company can create custom KDS solutions that integrate with other operational systems. ### Equipment Monitoring and Maintenance AI extends to kitchen equipment management through predictive maintenance based on usage patterns, energy consumption optimization, performance anomaly detection, automatic service scheduling, and equipment lifespan projection. Restaurants using AI-powered equipment monitoring report a **43%** reduction in unexpected downtime and **17%** lower maintenance costs. AI assists chefs and menu planners with ingredient pairing suggestions based on flavor profiles, seasonal menu recommendations, ingredient substitution options during shortages, cost optimization while maintaining quality, and allergen and dietary restriction management. These tools enhance creativity while ensuring profitability and operational feasibility. ### Staff Training and Performance Optimization AI transforms kitchen staff development through personalized training paths based on performance data, real-time guidance during preparation, video analysis of techniques with improvement suggestions, knowledge testing and certification tracking, and productivity benchmarking and coaching. These systems reduce training time by up to **40%** while improving consistency and quality. **Want to implement smart menus and dynamic pricing at your restaurant?** Our team can help you get started with customized AI integration. [Get Started Now! ](https://syndelltech.com/contact-us/) ## Restaurant App Development: Essential Features Creating an effective restaurant application requires understanding essential features that leverage **AI in restaurants**. ### Core Components of Restaurant Apps Successful restaurant apps typically include: - Online ordering with personalization - Reservation management - Loyalty program integration - Payment processing - Menu customization options - Nutritional information - Location-based services - Push notification capabilities - Feedback collection tools - Order tracking These features serve as the foundation for AI enhancements. ### AI Enhancements for Restaurant Apps To maximize the impact of **AI for restaurant** operations, applications should incorporate: - Recommendation engines based on preferences - Predictive ordering that suggests previous selections - Personalized promotions triggered by behavior - Voice ordering capabilities - Image recognition for visual food searches - Chatbots for customer service - Sentiment analysis of reviews and feedback - Usage pattern analysis for interface optimization - Customer lifetime value prediction - Churn risk identification and prevention ### Development Approaches and Considerations When pursuing **restaurant application development**, businesses must choose between: - Custom development for unique requirements - Platform customization for faster deployment - Hybrid approaches that balance speed and customization **Key considerations include:** - Integration capabilities with existing systems - Data security and compliance requirements - Scalability for future growth - User experience across demographics - Maintenance and update requirements ### Mobile App vs. Web App Decisions Restaurants must consider platform options: - Native mobile apps offer better performance and device features - Progressive web apps provide broader accessibility - Hybrid solutions balance development costs with functionality - Responsive websites serve as entry-level digital presence Most restaurants benefit from multi-platform strategies that prioritize features based on customer usage patterns. ### Integration Capabilities Effective **restaurant application development** requires seamless integration: - Point-of-sale systems - Payment processors - Delivery services - Inventory management - Customer relationship management - Accounting software - Employee scheduling systems - Social media platforms - Review aggregators - Marketing automation tools The average restaurant uses 6-10 different technology systems, making integration critical for operational efficiency. ### Data Management and Analytics Restaurant apps generate valuable data requiring management: - Customer preference collection and analysis - Order pattern identification - Peak time prediction - Marketing campaign performance tracking - Staff productivity measurement - Inventory optimization intelligence - Customer lifetime value calculation - Churn risk identification - Revenue forecasting - Menu performance metrics Proper data management transforms information into actionable insights for business improvement. [Restaurant Reservation App Development: Cost, Types and Benefits](https://syndelltech.com/develop-a-restaurant-reservation-app/) ## Choosing the Right Restaurant App Developer Finding the ideal partner for **restaurant app development** requires careful evaluation of potential providers. ### Essential Qualifications Look for a [**Restaurant App Developer**](https://syndelltech.com/hire-dedicated-developers/) with proven experience in food service applications, understanding of restaurant operations, AI implementation capabilities, integration expertise with popular POS systems, a strong portfolio of similar projects, client testimonials from restaurant owners, knowledge of food service regulations, data security credentials, agile development methodology, and post-launch support capabilities. These qualifications ensure your development partner understands the unique challenges of restaurant operations. ## Implementation Challenges and Solutions Implementing **AI in restaurants** presents several challenges that require strategic solutions. ### Common Implementation Obstacles Restaurants often face challenges including staff resistance to new technology, integration with legacy systems, data quality and collection issues, initial cost concerns, customer adoption hesitation, training requirements, maintaining personal service touch, technical support needs, and keeping up with rapid AI advancements. These challenges can delay or diminish the benefits of AI implementation. ### Effective Solutions and Approaches Successful implementations address challenges through phased rollout strategies starting with high-impact areas, comprehensive staff training programs, clear communication about benefits to all stakeholders, customer education through multiple channels, selecting systems with intuitive interfaces, partnering with experienced restaurant app developers, planning for adequate technical support, building feedback loops for continuous improvement, and creating contingency plans for system outages. “The most successful AI implementations start small, demonstrate value, then expand,” notes restaurant technology consultant Sarah Johnson. ### ROI Timeframes and Expectations Understanding realistic ROI timeframes helps set proper expectations with basic operational AI tools showing returns in 3-6 months, customer-facing applications in 6-12 months, and comprehensive AI ecosystems in 12-24 months. **Key performance indicators to track include:** - Labor cost reduction - Average check size increase - Table turnover improvement - Food waste reduction - Customer satisfaction scores - Repeat visit frequency - Staff productivity metrics ### Change Management Considerations Successful technology adoption requires effective change management through executive sponsorship and visible support, clear communication of benefits and expectations, staff involvement in implementation planning, recognition and rewards for adoption champions, feedback mechanisms for continuous improvement, celebration of early wins and milestones, patience with learning curves and adjustment periods, ongoing training and development opportunities, regular assessment of effectiveness, and adaptation based on operational feedback. ### Balancing Technology and Human Touch Maintaining service quality requires balancing automation with personal interaction by identifying touchpoints requiring human connection, using technology to enhance rather than replace service, training staff to leverage AI insights for personalization, creating escalation paths from automated to human service, developing technology-assisted service models, collecting feedback on technology-human balance, adjusting based on customer preferences, maintaining emphasis on hospitality fundamentals, using AI to free staff for higher-value interactions, and creating unique experiences that combine technology and personal service. **Not sure which AI solutions are right for your restaurant?** Schedule a personalized demo tailored to your specific business needs. [Book Custom Demo! ](https://calendly.com/hirensyndell/30min) ## Future Trends in AI for Restaurants ![Future Trends in AI for Restaurants](https://syndelltech.com/wp-content/uploads/2025/03/Future-Trends-in-AI-for-Restaurants.webp) The evolution of **AI in restaurants** continues at a rapid pace with several emerging trends. ### Voice and Natural Language Processing Voice technology is advancing rapidly with voice-activated ordering kiosks, conversational AI for phone orders, ambient intelligence in dining rooms, multilingual capabilities expansion, and emotion detection for customer satisfaction. These advancements create more natural interactions between customers and technology. ### Computer Vision Applications Visual AI applications are expanding with automated quality control for food presentation, customer facial recognition for personalization, traffic flow analysis for layout optimization, drive-thru line management, and security enhancement through behavior analysis. A [**restaurant app development company**](https://syndelltech.com/industries/restaurant-and-food-delivery-app-development/) may incorporate these visual elements into comprehensive solutions. ### Predictive Analytics Evolution Analytics capabilities continue to advance with hyper-personalization of customer experiences, micro-forecasting of demand patterns, automated menu engineering, staff performance prediction and coaching, and supply chain disruption anticipation. These capabilities help restaurants become more proactive rather than reactive. ### Robotics and Automation Integration Physical automation is becoming more accessible through robotic food preparation assistance, automated beverage dispensing, self-cleaning equipment, delivery robots for front-of-house, and inventory scanning and management. While still emerging, these technologies will increasingly complement AI in the restaurant industry. ### Sustainability Optimization AI increasingly supports sustainability initiatives through energy usage optimization, water consumption monitoring, food waste reduction algorithms, sustainable sourcing recommendations, carbon footprint tracking and reduction, packaging optimization suggestions, and energy-efficient equipment control. Restaurants using AI for sustainability report a **25-30%** reduction in resource consumption while improving brand perception. ### Blockchain Integration for Transparency Blockchain technology enhances AI systems through supply chain transparency, ingredient provenance verification, digital transaction security, smart contracts for supplier relationships, loyalty program fraud prevention, distributed inventory management, and automated compliance documentation. The combination of blockchain and AI creates powerful trust and efficiency improvements. ### Augmented and Virtual Reality Experiences Immersive technologies extend AI capabilities with virtual menu visualization before ordering, kitchen operation training simulations, dining environment customization, remote collaboration for multi-location operations, enhanced delivery tracking experiences, virtual restaurant tours, and staff training through simulation. Leading restaurants experiment with these technologies to create distinctive experiences and operational advantages. ## Case Studies: Success Stories Examining real-world examples illustrates the impact of **AI for restaurant** operations. ### Fast Casual Chain Transformation A national fast-casual chain implemented AI-powered ordering and inventory management: - **32%** reduction in food waste - **18%** increase in average order value - **45%** decrease in order errors - **22%** improvement in customer satisfaction - **15%** reduction in operational costs Their phased approach began with a single location before expanding company-wide. ### Fine Dining Personalization Success A high-end restaurant group implemented AI for customer experience enhancement: - Built comprehensive customer preference profiles - Created highly personalized dining experiences - Optimized table assignments and server matching - Developed a predictive wine recommendation system - Implemented subtle menu customization by the customer The result was a **40%** increase in repeat visits and a **28%** growth in revenue despite higher operational costs. ### Quick Service Efficiency Improvement A regional quick-service restaurant chain focused on operational efficiency: - Implemented AI scheduling based on predictive demand - Deployed smart kitchen display systems - Added voice ordering technology at drive-thru - Integrated dynamic pricing for off-peak hours - Created automated inventory management These changes resulted in a **23%** labor cost reduction and a **17%** increase in throughput during peak hours. ## Getting Started with AI Implementation For restaurants considering **AI in restaurants**, a structured approach ensures success. ### Assessment and Planning Begin with thorough preparation by auditing current pain points and opportunities, setting clear objectives and success metrics, assessing technical infrastructure readiness, evaluating staff capabilities and training needs, establishing a realistic budget and timeline, and researching relevant regulations and compliance needs. This foundation informs all subsequent implementation decisions. ### Technology Selection Criteria When evaluating AI solutions, consider integration capabilities with existing systems, scalability for future needs, customization options, vendor stability and support, implementation complexity, total cost of ownership, user experience for staff and customers, and data security and privacy features. These criteria help narrow options to find the best fit. ### Implementation Best Practices Follow these guidelines for successful deployment: - Start with pilot programs in controlled environments - Collect baseline metrics before implementation - Provide comprehensive staff training - Create clear procedures for exception handling - Establish communication channels for feedback - Monitor key performance indicators closely - Plan for regular assessment and optimization - Develop contingency plans for system issues “Successful AI implementation is as much about people as technology,” says restaurant operations consultant Michael Garcia. “Staff buy-in determines ultimate success.” ### Creating a Technology Roadmap Develop a strategic implementation plan by prioritizing technologies based on impact and complexity, creating a phased implementation timeline, establishing dependencies between systems, building in evaluation periods between phases, allocating resources appropriately across phases, planning for technology refreshes and updates, documenting integration requirements and specifications, and creating training and adoption strategies for each phase. ### Measuring Success and Continuous Improvement Establish evaluation frameworks by defining key performance indicators aligned with goals, creating measurement systems for each indicator, establishing regular review cadences, developing feedback collection mechanisms, implementing continuous improvement processes, creating benchmarking systems for performance, planning for technology updates and refreshes, and documenting lessons learned for future implementations. Continuous measurement and improvement ensure long-term value from AI investments. **Ready to transform your restaurant with AI technology?** Schedule a consultation with our restaurant tech experts today. [Book a Call! ](https://calendly.com/hirensyndell/30min) *Read More About: [**Combining AI and IoT for Smart Kitchen and Delivery Systems**](https://syndelltech.com/ai-iot-smart-kitchen-delivery-systems/)* ## To Wrap Up The integration of **AI in restaurants** represents a fundamental shift in how the industry operates. From smart menus that enhance customer experiences to dynamic pricing that optimizes revenue, artificial intelligence offers solutions to many persistent challenges. Restaurants that embrace these technologies gain significant competitive advantages. Working with experienced **restaurant app development** partners helps ensure successful implementation and maximum return on investment. For restaurants considering this digital transformation journey, now is the time to act. The technology continues to advance rapidly, and early adopters stand to gain the most significant benefits. ### Partner with Syndell for Your Restaurant AI Needs Syndell is a leading [**restaurant app development company**](https://syndelltech.com/industries/restaurant-and-food-delivery-app-development/) specializing in AI solutions for the food service industry. Our team understands the unique challenges restaurants face and develops customized applications that drive operational efficiency and enhanced customer experiences. [**Contact us now**](https://syndelltech.com/contact-us/) to discuss how our **restaurant application development** services can transform your business. Our experts will assess your needs and create a technology roadmap that aligns with your goals and budget. Visit [**our website**](https://syndelltech.com/) or call [**8582753535**](tel:18582753535) to schedule a consultation and begin your restaurant’s AI transformation journey today. ## FAQs --- _View the original post at: [https://syndelltech.com/ai-in-restaurants-revolutionizing-food-service/](https://syndelltech.com/ai-in-restaurants-revolutionizing-food-service/)_ _Served as markdown by [Third Audience](https://github.com/third-audience) v3.5.5_ _Generated: 2026-06-16 10:53:55 UTC_