Few areas of restaurant management carried the same worth as the introduction of self-service ordering kiosks. While kiosks have remained a component of the quick-service restaurant industry for years, they are rapidly changing how millennials and newer generations approach the industry. To stay competitive and profitable, restaurateurs need to understand the value of ordering kiosks in today’s age.
Why Ordering Kiosks Took a Backseat in the Restaurant Industry for Years
The use of kiosks is nothing new, and multiple quick-service restaurants (QSRs) were quick to embrace the ordering kiosk age. As explained by Alicia Kelso of Forbes, the introduction of the use of kiosks offered an opportunity to reduce labor costs and improved kitchen management. Unfortunately, the technology did not necessarily increase at the same rate. As few as 25% of restaurant customers have used an ordering kiosk within the past three months, but this statistic shows an increase in the use of such kiosks by 7%. More importantly, the demand for kiosks is growing, and up to 30% of customers would prefer to interact with the kiosk versus an in-person cashier. Restaurants that do not embrace the ordering kiosks are effectively leaving money on the table and changing the way customers wish to interact with their favorite restaurants.
Millennials Embrace Kiosks
Self-service is the name of the game in modern restaurant management. As explained by Kiosk Marketplace, companies are approaching kiosks from a demand to stay competitive. While these technologies were considered beneficial in the past, they have evolved to become a necessity in success. At the same time, research indicates that customers that interact via a kiosk are more likely to have a positive in-store experience. Above all else, the use of a kiosk introduces several new components to the customer-restaurant experience, including:
- Interactivity. Self-service technologies provide an unmatched level of interaction between the customer and the restaurant itself.
- Convenience. Instead of waiting on a person to take an order, customers can work with a self-service ordering kiosk to complete interactions and ensure the accuracy of the transaction. Meanwhile, integration between systems further reduces strain on the kitchen.
- Faster speed. While in-store staff has traditionally been limited by the ability to take orders at the human pace, self-ordering kiosks can work independently of the current demands of the facility. In other words, kiosks allow for fast customization and access to ordering features without the excess wait time.
Benefits of Using Kiosks in the Restaurant
The benefits of using kiosks in the restaurant are significant. As explained by QSR magazine, the introduction of kiosks in the restaurant industry can dramatically improve the experience. In addition, kiosks are associated with an increased transactional value, which in some cases can rise to more than 50%. In other words, customers that rely on a kiosk are more inclined to add additional items to their cart before check out. This goes back to the underlying Internet marketing campaigns that encourage customers to order more. Of course, kiosks are not without their limitations, relying on technology, location, and interactive experience and the ability to serve more customers. As a result, businesses must understand the unique characteristics and risks inherent in using kiosks in the restaurant to improve the per-transaction value and increase guest experiences.
Augment Your Ordering Process With Integrated Kiosks Now
Kiosks are the next wave of innovation within the restaurant industry. Whether fast-casual or fine dining, all restauranteurs need to start thinking about the use of ordering kiosks and how they could drive brand value. Find out more by requesting a consultation with Tacit online today.