Why self-service kiosks are selling more burgers
Self-service kiosks are becoming central to the fast-food and retail experience. Over the years, these interactive systems have shifted from being seen as “job killers” to an essential component of enhancing customer experience (CX) and generating additional revenue. Once viewed as a cost-saving tool to reduce labor, kiosks now offer new opportunities for upselling, operational efficiency, and redefining customer interactions.
This poses an intriguing question for businesses and decision-makers—how can they leverage self-service technology to improve both user satisfaction and profitability? Let's explore.
From cost savings to revenue growth
When self-service kiosks first emerged, they were hailed as a way to cut labor costs. For instance, early adopters like McDonald's hoped these tools would streamline operations by replacing cashiers. Instead, the reality turned out to be more nuanced. Rather than eliminating jobs, these systems shifted how labor is allocated. Employees now focus on tasks like delivering orders, cleaning dining areas, or assisting with kiosk usage.
Kiosks also revealed surprising benefits, such as:
- Upselling opportunities: At Shake Shack, kiosks consistently offer add-ons (e.g., fries or milkshakes) that employees might overlook during a busy rush. This automation ensures no sales opportunities slip through.
- Revenue growth despite costs: While kiosks don’t completely replace human roles, they’ve created a “restaurant within a restaurant,” where labor saved is invested into enhancing customer-facing services.
