Self-service has been around for years in the restaurant industry, and we’re not just talking about helping yourself from the buffet or salad bar. In Europe and Asia, self-service kiosks have been a common sight for much longer than they have in North America. And here’s a little secret: Self-service tech can solve more than one restaurant problem.

In this article, we’ll talk about the most common self-service tech options and how restaurant operators can use them to reduce costs while improving guest experience.

Understanding Self-Service Options

For restaurants, self-service tech – in-store kiosks, tabletop ordering devices, mobile apps, online ordering, and the like – may seem counterintuitive. After all, we’re not in the business of delivering a digital product or experience; our offering is tangible and, at first glance, not really tech-driven. So why invest in self-service tech?

The truth is that technology has become integral to many areas of QSR and fast-casual operations. We rely on a tech stack to help manage orders, inventory, scheduling, and more. And self-service options like kiosks and tabletop ordering aren’t so much outsourcing customer service to machines as they are using machines to enhance it. Let’s see why:

Self-service tech can improve order accuracy, since orders don’t have to be relayed through an employee. It can also improve item customization, for the same reason.
Self-ordering often leads to more upselling opportunities and larger order sizes.
Self-service kiosks and devices can reduce wait times and improve customer experience during peak periods.
They can also alleviate some of the demands on restaurant staff, which allows restaurants to deal with the ongoing labor shortage more efficiently.

When you add in mobile apps, contactless payment, online ordering, and their ilk, the convenience factor goes up for customers as well. This often translates into more satisfied customers and more frequent orders.

Finally, self-service tech can actually make it easier to customize the experience for guests, especially those with loyalty memberships. The data gathered by these systems promotes better customer engagement and personalization, which makes guests feel valued.

So, the case for self-service options in the QSR and fast-casual sector is strong. What should restaurant operators consider before they start planning their self-service deployment?

What to Consider When Choosing Self-Service Tech

Aside from financial and technical considerations (which will vary by business model, location, etc.), restaurant operators should weigh two important factors when deciding how, when, where, and even whether to offer self-service ordering.

First, think about customer preferences. Will customers even use a kiosk, app, or tabletop device? How much training will they need to use it comfortably? How will you customize it so that it meets the needs of your guests? We look at these and other questions in A Quick Guide To Kiosk User Interface Design, so we won’t go into them here.

Learn why guests are craving more kiosks in 2024 with our Phygital Index Report

Next, consider the space and aesthetic of your restaurant(s). Choosing the right place for a self-service kiosk is an essential part of its functionality; we’ve covered this in our article on 5 Tips For The Perfect Kiosk Placement.

And how will the self-service option – whether that’s a kiosk, app, or something else – fit into you current tech stack? Again, this is something we’ve discussed in detail in 6 kiosk deployment challenges and how to overcome them, so check out that article for more information.

The point is that self-service tech is not a standalone entity. Successful deployment depends on meeting your guests’ needs and preferences on the one hand and your restaurant’s operating procedures on the other.

Fortunately, most self-service options are very customizable. Thus, once you know your restaurants’ and customers’ requirements, you can start evaluating the functionality and features of various self-service tools.

What Features and Functionalities Should You Look For?

Although onsite self-ordering kiosks and online ordering solutions work differently, they share similar functionality requirements in terms of how they work with your tech stack. Regardless of the type of self-service tech you choose, you should look for the ability to:

Customize the user interface to match your brand.
Integrate with the rest of your tech stack (ordering, reservations, KDS, inventory, Customer Data Platform, customer loyalty, etc.).
Provide ongoing updates and support.
Capture customer data.
Be accessible and ADA compliant, where applicable.
Customize your order flow, menu, and other brand- and location-specific items.
Securely transmit payment data and comply with PCI standards (where applicable).
Support responsive screen layouts, especially for mobile app and website ordering.

Such features allow you to provide a seamless user experience to your customers, which reduces frustration and encourages repeat business. They also reduce the time and effort employees spend dealing with integrations, troubleshooting, etc., which translates into a more efficient budget.

Data, Integration, and Self-Service Technology

Before concluding, it’s important to note that self-service technologies can be a rich source of customer data. And as we’ve covered elsewhere in this blog, such data can be a valuable resource in everything from personalization to reducing costs to serve.

It’s hard to overstate the importance of ensuring that your kiosks, mobile apps, online ordering systems, and other self-service tools integrate well with your other systems. This can save hours of frustration and unnecessary labor on the part of employees; it can also reduce money lost to suboptimal decisions based on inadequate data.

Perhaps the most important area where customer data can both save and make money is in your interactions with the customers themselves. It’s no coincidence that personalization has become a huge trend online and off; over 70% of customers expect personalized interactions -- and get frustrated when these interactions don’t happen. And 89% of marketers see positive returns when they personalize their campaigns. Without customer data, personalization is nearly impossible – and so is building a long-term, loyal customer relationship.

In short, if you want to increase customer engagement, loyalty, and lifetime value, you’ll need that data. So make sure you can use it!

The Future of Self-Service Technology in the Restaurant Industry

Over the next few years, we can expect to see self-service tech become increasingly popular. In the short term, look for more convenience and accessibility functions to be added to kiosks and apps. As AI improves, we will probably also see things like facial recognition and voice ordering become standard.

How will this shape the food industry? The answer will depend on how technology and the regulations governing it are implemented, but we can expect to see additional self-service options arise. If, for example, we see more reliable voice recognition technologies emerge, we can expect to see another level of self-service ordering.

In the meantime, restaurant operators should consider whether self-service options can help them solve current problems with staffing, productivity, and cost efficiency. A careful study might reveal that there is a place for these in even the most non-digital of restaurants.

If you’re evaluating self-service tech options, it’s best to talk with an experienced partner who can give you a wider perspective on the issue. At Tillster, we’ve helped numerous QSR and fast-casual chains digitize their ordering experience. Contact us today and we’ll be happy to help you determine the best way to move forward with self-service ordering.