McDonald’s was one of the first to massively switch to self service oriented customer service and shows no sign of stopping.
McDonald’s has reported a 6% increase in sales after introducing self-service order. Business Insider, 2017
At the moment using the benefits of technology has reported a 6% increase in sales but McDonalds isn’t the only fast food chain to consider giving customers more control over their orders using technology – “Burgers & Ribs” joint called Chili’s introduced self-service tablet ordering and increased dessert orders. Cinema industry example from Cinemark “had concession spending per person climb for 32 straight quarters” thanks to self service concession kiosk introduction in the US. And this is not only happening in kiosks, also online food orders can do magic as Taco Bell’s new food ordering app generates a 20% increase in average order. This is easily achieved with additional purchases and suggested up-sells – the device never forgets to offer a drink for your meal, additional source or dessert.
Why do people prefer self service over human interaction?
Touchscreen has the luxury to show images of the order with detailed info about what is included. Also the client has no friction of requesting this info with a simple tap, while asking a lot of questions while there is a queue behind you might not be the case because of social pressure. Since customers can see their own orders it significantly cut down mistakes.
Research done at the Rotman School of Management, Duke’s Fuqua School of Business, and the National University of Singapore did a research where they found that people buy less goods that have hard-to-pronounce titles because they do not want to sound silly. Using self-service in this situation helped to enjoy a 8.4% increase in sales. The researchers concluded that consumers might fear being misunderstood or appearing unsophisticated in front of the clerks. Self-service helps to remove the social friction.
New Tillster research reveals that in the past three months 25% of restaurant customers have used a self-ordered kiosk at a restaurant — up 7% year-over-year. Moreover, more than 65% of customers said they would visit a restaurant more often if they provided self-service kiosks, and 30% of customers prefer to order from a kiosk over a cashier if the lines were of the same length.
To sum up
There are multiple reasons why self service kiosks are loved by clients and why it is a valuable investment by companies.
- Self service will increased revenue and average order size
- Because kiosk will never forget to upsell or cross-sell
- It cuts costs for business
- It has no training costs
- It will not require a salary increase or leave to work for a competitor 🙂
- No fraud possibility
- Current staff members can be moved to more crucial areas of the venue or used for custom (specific) orders
- Enhanced order accuracy
- Less queues and faster user experience
To discuss the benefits for your self service kiosk, please get in touch with us today, and one of our friendly experts will be more than happy to advise you!