What Motivates F&B Consumers to use Self Service Kiosks?

Many F&B establishments such as takeaway food kiosks, cafes, quick service restaurants, and even full service restaurants have adopted self ordering kiosks. Initially, self ordering kiosks were slow to gain traction in the Singaporean F&B market as many consumers still preferred ordering through cashiering staff or order taking waiters or waitresses as they were unfamiliar with self ordering kiosks.

Fast forward to today and most F&B consumers would instinctively use a self ordering kiosks instead of ordering from a staff when possible. What motivated Singaporean F&B consumers to readily use self ordering kiosks? Find out in this article.

Initial push

MacDonald's was one of the first F&B businesses that implemented self ordering kiosks in their outlets. However, it was initially an unsuccessful attempt to digitalise taking as people still preferred to order through cashiers as that is what they were familiar with.

MacDonald's then took a step in the right direction to push its customers to use self ordering kiosks by no longer asking staff to man the cashiering systems. On top of that, they deployed one staff to direct customers to order at the kiosk and to help out if customers face any trouble in ordering.

This forced consumers to get used to ordering through self ordering kiosks. Following such a success in educating Singapore F&B consumers to use self ordering kiosks, many F&B businesses quickly followed suit, thus, self ordering kiosks are quickly becoming a norm in Singapore’s F&B scene.

Ease of use

A major driving factor behind the uptake of self ordering kiosks among F&B consumers is ease of use. It is important for F&B businesses who are looking to digitalise to source for self ordering solutions that are intuitive for their customers.

If customers perceive that ordering through a self ordering kiosk is fuss free and quicker than ordering from a cashier, it is natural that customers will opt to self order rather than place order through a service staff.

Informative

A commonly overlooked factor of F&B consumer motivation to use self ordering kiosks is how informative a self ordering kiosk can be. Hence, it is important for F&B businesses looking to adopt self ordering kiosks to source for ones that are able to accommodate their full menu offering, promotions, and also advertise latest deals to customers.

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