Dive Brief:
- The self-service kiosk market will reach an estimated $30.8 billion by 2024, according to new research from Tillster, which surveyed 2,000 QSR and fast casual customers with the help of SSI.
- Even if lines were equal length, 30% of customers said they would prefer to order from a kiosks. When line length has more than four people, a majority of customers would prefer to use kiosks.
- Customers of all ages said they would visit a QSR or fast casual more if a kiosk was offered.
Dive Insight:
Self-order kiosks are making an increasing appearance at QSR restaurants as different retailers look for ways to provide consumers with a tech-driven experience. Panera Bread was one of the first restaurants to offer kiosks, citing labor savings as one of the drivers, as well as encouraging menu browsing, shorter lines and better order accuracy.
McDonald’s is delving deep into self-order kiosks as part of its Experience of the Future remodels. Pilot tests of the kiosks in 2016 resulted in increased foot traffic as well as a slight increase in sales. Customers seemed more pleased with the experience, although it may partly because an employee brought them their food. Overall, the brand is investing heavily on technology, recently spending $300 million to purchase app developer Dynamic Yield in addition to its $6 billion investment in the tech-centric remodels.