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fast food kiosks beverages and desserts , and more frequent upsizing of menu items .”
Meeting customer needs Ultimately , restaurants must meet expectations of all their customers , and 64 % of millennials prefer self-service , according to an MHI Global report . “ Add to that , kiosks can present a menu in multiple languages and , they ’ re fun to use .” Wallace said . “ In France , 90 % of consumers will use the kiosk option when it ’ s available . “ Brands have reported that the average bill at the kiosk is 30 % higher than at the counter .”
Reducing restaurant labour has a little bit to do with it , but it ’ s not the driving force , said Tom Radtke , vice president of sales at Keyser Retail Solutions – a retail technology integrator . “ You ’ re going to continue to have that kid at the counter ,” he said . “ There ’ s a group of people who won ’ t go to the kiosk .”
Radtke agrees with those who predict self-order kiosks will improve restaurant sales . “ The kiosk can lead you through the process and do suggestive selling , and that kiosk does it better than a 13-yearold crew kid ,” said Radtke . “ Typically that ( kiosk ) order is a higher ring than it is at the counter .” Another factor is that consumers today , especially millennials , are more appreciative of businesses that use technology .
Is a groundswell underway ? The controversy won ’ t be going away soon . If McDonald ’ s deploys kiosks nationally , it marks one of the country ’ s most significant restaurant kiosk developments . Given how long limitedservice chains have been testing kiosks ,
one can ’ t assume that McDonald ’ s action – regardless of what ’ s motivating it – signals a groundswell movement .
“ If your customer doesn ’ t embrace it , you ’ ve got a huge expenditure for something that doesn ’ t have much of a payback ,” said Radtke . “ How do you incorporate another layer of ordering and transaction processing into the inside of the restaurant ?” He also noted that it took a long time for bank customers to embrace ATMs .
Some observers do think a groundswell is in the making , however . “ The QSRs are starting to understand the ROI on this ,” said Charles Lewis , director of business development at Elite Manufacturing – a kiosk hardware manufacturer . The speed and order accuracy that kiosks deliver are creating higher profit margins . n
Brilliant Display . Superior Quality . Competitive Price .
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