With mobile ordering apps and digital kiosks increasingly used at quick-service restaurants such as McDonald’s, Wendy’s, Panera Bread, and Starbucks, it’s clear that automation is making its mark in the industry. McDonald’s self-serve kiosks were introduced in a number of U.S. locations in 2015, and the chain has gone all in, with most of its locations expected to have kiosks installed by 2020.
McDonald’s is not alone, Wendy’s has also introduced self-service kiosks at a number of its locations across the U.S. The Wendy’s kiosk locations have seen higher average checks and customer satisfaction scores. With Panera Bread and Starbucks introducing this technology, kiosks are set to be a part of the future for quick-service restaurants.
Why Self-Service Kiosks are a Game-Changer
There’s a reason why self-ordering kiosks are so successful, and it’s not just the new technology. Quick-service restaurants are in the convenience business. Customers eat there because they either don’t want to cook, or don’t have time to cook. They want a quick meal at a reasonable price. Kiosks give people the convenience they are seeking when they choose a fast food restaurant.
Interest in and adoption of self-ordering kiosks have increased in restaurants and customers in the past five years. Tech-savvy millennials and older customers alike have indicated that they would frequent restaurants that used this technology. Faster service and shorter lines are just two of the reasons cited for this preference.
How Self-Service Kiosks Can Increase Sales
In addition to providing an enhanced customer experience, a self-ordering kiosk such as GRUBBRR can increase the check averages for fast food and quick-service restaurants.
1) Reduce Ordering Time
The larger the menu, the longer it can take for a customer to give their order. A self-service kiosk reduces the time it takes, effectively letting you serve more people and increase sales overall for your business.
2) Upselling Increases Check Averages
It can be a challenge to train staff to upsell on a regular basis. Delivering multiple messages can make the process confusing and time-consuming. However, a self-ordering kiosk can be programmed to offer items based on a customer’s order. They can be programmed to offer the day’s special or upsell large fries.
3) Highlight More Profitable Items
A printed menu has limited space, which can also make it difficult to highlight all the items you want customers to notice. A digital kiosk does not have this space limitation. They can entice customers toward more profitable items with imagery and descriptions.
4) Customer Insights through Data
Customer data gathered by a self-ordering kiosk can help you understand your customer’s purchase behavior. This is essential information you can use to introduce new menu items, design your menus, and understand which items are better upsells.
It’s clear that quick-service and fast food restaurants are increasingly investing in self-ordering kiosk technology and are seeing increased sales as a result. The data provided by these platforms gives you a clear understanding of not only what your customers want, but also what they are willing to pay for. And that adds up to an increase in sales.