The article discusses how major fast-food chains in the US, such as Burger King, Shake Shack, and KFC, are significantly expanding their use of digital order kiosks. These kiosks are seen as a way to improve efficiency, increase sales, and enhance customer experience.
Here are the key points from the article:
1. Expansion of Digital Order Kiosks: Fast-food giants like Burger King, Shake Shack, and KFC are aggressively adding more digital order kiosks to their restaurants. Burger King, for example, plans to convert its business to "100% digital" and has already implemented kiosks in more than half of its non-US restaurants.
2. Labor Savings and Efficiency: Kiosks help reduce labor costs by automating the ordering process, allowing restaurants to either hire fewer staff or deploy them to other areas of the business. They also improve order accuracy and enable easy menu adjustments and pricing changes.
3. Increased Sales and Customer Spending: Customers who order through kiosks tend to spend more money compared to traditional cashiers. They are more likely to add drinks, sides, or costly customizations to their orders. Kiosks can also upsell items based on the time of day, season, or weather.
4. Acceptance and Adoption: While some US fast-food chains were initially hesitant to adopt kiosks, consumer acceptance has grown, especially during the pandemic. Millennials and Gen Z, who are accustomed to digital ordering, find kiosks easy to use. However, some older customers may need assistance initially.
Overall, digital order kiosks are seen as a win-win for both customers and businesses, improving efficiency, increasing sales, and enhancing the overall dining experience.
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