By: Danny Klein, QSR Magazine
There’s no secret kiosks are coming. McDonald’s said after its fourth-quarter earnings report in late January that it planned to invest $2.4 billion of capital in 2018, the majority of which would go to deploying its “Experience of the Future” design at U.S. locations. The main attraction: kiosk ordering. Subway also said it’s preparing to roll kiosks out in 2018 and beyond. So did Taco Bell. Wendy’s, too. Panera has had this technology live for years. Shake Shack opened a New York City store dedicated to it. Facial ordering is even a thing now.
This all backs what the data must show, right? Customers are eager for the technology, especially in an industry where convenience sits on the throne above all others.
Tillster, a global leader in digital ordering and engagement solutions for restaurant, launched its Self-Service Kiosk Index Monday. For the second consecutive year, the company partnered with research firm SSI to conduct a study on how offering self-service kiosk impacts guest behavior. The study surveyed 2,000 restaurant customers across the U.S. in an attempt to summarize customer-ordering habits with kiosks and illustrate how kiosks can lead to more visits.
“Restaurants are finally beginning to adopt self-service kiosks, and our research shows it’s an important offering in the customer’s eyes,” says Perse Faily, CEO of Tillster, in a statement. “And for restaurants, kiosks have proven to be optimized to achieve key objectives, such as increasing check size or improving speed of service.”
Here were some key findings from the data, which can be found here.
Lines can drive customers away
Naturally, kiosks can accelerate the ordering and checkout process. Not to mention doing so with less employees on the floor. “The Index pinpoints the line length that will cause customers to walk away from their favorite establishment in favor of a faster experience. However, if kiosk ordering is available, many customers will stick around,” the study says.
Read the complete article at qsrmagazine.com.