In recent years, restaurant chains have increasingly turned to kiosks as a way to streamline the ordering process, boost sales, and collect valuable consumer data. Whether it’s a quick-service spot like Panera or a fast-casual favorite like Shake Shack, the trend of self-ordering kiosks is not only gaining traction but also proving to have a significant impact on the bottom line.
According to a 2024 survey by Technomic, a food service research and consulting firm, average order sizes are significantly higher when customers use kiosks to place their orders. At quick-service restaurants, average checks are 8% higher, and at fast-casual venues, the increase jumps to 15%. But while kiosks are delivering impressive sales boosts, they may also be contributing to a shift in how customers interact with the ordering process—sometimes with surprising results.
Why Are Orders Larger at Kiosks?
So, why exactly are customers spending more when they use kiosks instead of ordering at the counter? Experts point to several reasons, most of which have to do with the psychology of self-ordering and the way kiosks are designed.
First, kiosks are programmed to upsell. While human cashiers might miss an opportunity to suggest an additional side, drink, or dessert, kiosks are programmed to highlight these items automatically. “Kiosks never forget to upsell,” says one restaurant executive. With a simple click, customers are reminded of the extras they might not have considered, leading to a higher overall bill.
Additionally, kiosks display large, high-quality images of food items, making them far more enticing than a simple menu on the wall or a paper menu handed over by a cashier. This visual appeal taps into the “food porn” phenomenon—customers are naturally drawn to mouth-watering images of delicious meals, which can lead them to indulge in something they might not have ordered otherwise.
There’s also a psychological element at play. When ordering through a kiosk, customers may feel less judged for indulging or splurging on an extra item. In contrast, when ordering directly from a cashier, they might feel self-conscious about adding a dessert or extra fries. The kiosk, in its anonymous interface, allows people to make their selections without fear of scrutiny.
The Efficiency Trade-Off: More Sales, But More Pressure?
Despite the sales benefits, kiosks are not without their drawbacks. One major issue is the sense of pressure that comes with using them, especially in busy restaurants with long lines. According to Dr. Lu Lu, an associate professor at Temple University’s School of Sport, Tourism, and Hospitality Management, customers often feel rushed at kiosks in a way they don’t when ordering from a human cashier. This pressure can stem from the knowledge that others are waiting in line behind them, creating a sense of urgency that can lead to hasty decisions.
“Customers may feel like they are holding up the line at a kiosk, which can cause them to make quicker, sometimes less thought-out choices,” says Dr. Lu. This sense of urgency can be particularly prominent in quick-service restaurants, where customers are accustomed to fast transactions and speedy service. If a kiosk slows things down or forces customers to spend more time choosing, they may feel like they’re to blame for delaying the line, even though the kiosk’s design is inherently slower.
The Tech-Boosted Sales Success of Major Chains
The success of kiosks in boosting sales is not just anecdotal—chains across the country have reported impressive results since implementing the technology. Shake Shack, for example, has fully integrated kiosks into all of its locations, and CEO Robert Lynch has pointed out that these machines have been a major contributor to the chain’s business success. “It’s definitely delivering a check benefit,” he said in December, referring to the higher average spend per customer when using the kiosks.
Shake Shack’s CFO, Katie Fogertey, noted that the company expects kiosk technology to boost sales by a high, single-digit percentage. Similarly, burger chain Jack in the Box and salad chain Sweetgreen have both touted kiosks’ ability to increase sales by at least 10%. These numbers suggest that, while customers may be spending more, the benefits are clear for both businesses and customers—speedy orders, upsell opportunities, and data collection.
Data, Efficiency, and the Future of Kiosks
Aside from increasing sales, kiosks also provide valuable consumer data, offering insights into what customers are ordering, when they’re ordering, and what they tend to buy together. This data is valuable for restaurants to fine-tune their offerings and marketing strategies, allowing them to tailor their menu items, promotions, and discounts to suit customer preferences.
However, even as kiosks continue to drive sales growth, they also pose a challenge for restaurant chains in terms of balancing customer experience with operational efficiency. While the machines may boost revenue, they can also create friction points, especially when lines form and the pressure to order quickly mounts.
As kiosks become more common in restaurants across the nation, it will be interesting to see how chains address these challenges. Will they streamline the ordering process even further, offering more intuitive technology? Or will they find ways to reduce the pressure on customers to speed through their orders, allowing for a more relaxed experience?
Conclusion: Kiosks – A Double-Edged Sword
The rise of restaurant kiosks has undeniably altered the way we order food, and for many chains, it’s proving to be a lucrative change. While sales are up, the increased average order size is a testament to how technology is reshaping customer behavior, making it easier for businesses to upsell and for customers to indulge. Yet, the heightened pressure some feel at kiosks could dampen the experience, especially in busy environments where lines can create anxiety.
The kiosk’s role in the restaurant industry is still evolving, and while it has clearly improved profitability, the challenge for restaurant operators will be to ensure that these systems enhance the customer experience rather than make it more stressful. For now, though, the trend shows no signs of slowing down, as technology continues to change the way we eat—and pay for it.
