Fast Food Chains Pushing Kiosk Orders To Up The Amount Of Money You Spend

We’ve all seen them popping up in our favorite burger joints and fast food stops: the self-service kiosk. While these digital ordering stations promise a faster and more efficient experience (in theory), there’s a growing trend that has some consumers reaching for their wallets with a raised eyebrow. Fast food restaurants seem to be adding and banking on kiosks to lean customers towards spending more, about 10% more, we’re finding out.

Shake Shack, CEO Randy Garutti had the figures on hand for an investors meeting in February. He told them that to date, kiosks have been their most profitable “channel”, with customers spending on average 10% more than when using a cashier by upselling drinks, sides, and desserts.

Kiosks can streamline operations, reduce labor costs, and improve order accuracy. But the major benefit for restaurants that might not have been readily apparent is… increased spending per customer. Studies have shown that kiosks can lead to orders that are 10% or more expensive compared to those placed with a cashier.

So, what’s the secret sauce behind this uptick in spending?

• The Power of Suggestion: Unlike a human cashier who might simply take your order, kiosks are programmed to upsell. Eye-catching combo options and tempting dessert suggestions flash across the screen, constantly reminding you of additional items you might not have considered otherwise.
• Customization: Kiosks often boast a high level of customization, allowing you to tinker with your order down to the smallest detail. While this might seem like a win for indecisive eaters, it can also lead to “combo creep.” Adding extra cheese here, a different sauce there, and before you know it, your seemingly healthy salad has ballooned into a calorie and cost splurge.
• Upsizing: Kiosks excel at making it easy to add extras. A single tap might be all it takes to supersize your drink or fries, a tempting proposition when presented without the social interaction of a cashier potentially judging your dietary choices.

Each major chain has already implemented kiosks into their flow to varying degrees. And most have been concentrating on expanding their kiosk reliance in the coming months and years. Right now, Burger King is in the middle of a remodeling/revitalization plan which includes adding more digitals services…i.e: adding more kiosks to as many locations as possible. The plan is to 100% digital by the end of their Reclaim The Flame plan.

And Wendy’s, they’re going so far as to test robots using underground tunnels to fulfill digital orders. Imagine the upsell on that kind of set-up…

How you can avoid falling victim to the kiosk upsell:

• Plan Ahead: Know what you want to order before you get to the kiosk. Having a game plan can help you resist those tempting on-screen suggestions.
• Compare: Don’t be afraid to browse the entire menu before finalizing your order. Kiosks often display combo options prominently, but there might be a better deal hiding elsewhere on the digital menu board.
• Skip the Upsells: Look for options to bypass upsell screens. Many kiosks allow you to proceed directly to the core menu items.

Since kiosks are here to stay, you can navigate them with a little awareness and still enjoy the benefits of the fast food experience without going overboard. You’re in control, with a few clicks by keeping your order focused and your wallet happy.