Pursuing convenience and loyalty with algorithms and dynamic prices
As restaurant wages rise and industry employment has crept back to pre-COVID-19 levels, kiosks are finding new appeal with restaurant owners. And no longer as an experiment, but as a strategy for growth during a period of high costs.
Josh Kobza, CEO of Restaurant Brands International, which owns Burger King and Popeyes, told investors they're seeing consumers warm up to the technology in the past year. Shake Shack now has kiosks in approximately 95% of its restaurants, according to its most recent earnings report. Its executives found that customers spend more ordering from kiosks and that using them required 50 fewer hours of paid labor per week. McDonald's has had digital kiosks in its stores since 2020. As of October 2023, Taco Bell had ordered kiosks for at least 7,000 of its restaurants in the U.S. now. And if a major chain isn't already installing them, they're piloting or planning to install them soon.
Restaurant chains are betting that kiosks can help them build loyalty by improving the customer experience, just as self-service ticket kiosks in airports have been shown to increase customer satisfaction. The kiosks eliminate long waits to order and use more targeted marketing and order histories that follow the customer, creating a more personalized experience.
The new era of kiosks may also change how food is priced. Almost 40% of brands surveyed by Qu intend to leverage artificial intelligence to implement dynamic pricing—something digital menu boards and kiosks now make possible.
Previously, a business owner had to physically change the price of one of the goods in their vending machine, newsstand, or restaurant. Restaurant happy hour discounts were offered at fixed, predictable times. Soon, discounts and upcharges may change in a matter of seconds as an algorithm recognizes changes in customer demand for individual items on a menu.
It won't be new. Airline tickets operate on a dynamic price model that experts say keeps the companies operating and profitable. Still, kiosks may usher in an era where that kind of pricing is more pervasive than in the past. And if history is our guide, the digital kiosks of the 21st century may be here to stay. At least for the foreseeable future.
Story editing by Shannon Luders-Manuel. Copy editing by Paris Close.
This story originally appeared on The RealReal and was produced and distributed in partnership with Stacker Studio.
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