How Fast Food Restaurants Encourage You to Spend More
Have you ever visited a fast food restaurant with a specific order in mind but ended up buying more than you intended? Well, you might not be alone, and there’s a new trick that could be causing this: digital ordering kiosks.
In recent updates, Shake Shack, an expanding food chain, mentioned they’ve put kiosks in almost all of their U.S. locations, which has led to higher sales. They said these kiosks have become incredibly profitable.
Burger King also saw success with kiosks during their test runs and is considering a larger rollout. In fact, they’re thinking about going entirely digital. Similarly, Yum! Brands, which includes Taco Bell, KFC, and Pizza Hut, is focusing on kiosks as their main way to take orders.
Why You Spend More with Kiosks
But what makes these kiosks so effective? First, they streamline the ordering process, making it faster for more customers to order, but they also tend to lead to customers spending more. Shake Shack reported that people spend about 10% more when they order through kiosks versus with a cashier.
The kiosks show off appetizing pictures and descriptions that might tempt you to add extra items, pick more expensive options, or go for a bigger size. They can even suggest items depending on the time of day, the season, or the weather. On a really warm day, for instance, the machine might highlight a cold drink.
Without the social pressure of a line behind you, you’re free to take your time browsing the menu at a kiosk. You don’t feel rushed, so you might consider additional menu items or upgrades that you wouldn’t otherwise.
Kiosks can also scan loyalty apps, collect data, and give personalized recommendations based on your history and preferences. This clever use of technology can lead to even more spending.
So next time you’re using a kiosk, just be aware of your total before you confirm your order. Keep an eye out, and you can avoid spending more than you planned.
From The Club:
I find it interesting how fast food restaurants are using technology like digital ordering kiosks to boost sales. It makes sense that seeing pictures and descriptions of food would tempt people to add more to their order. While it’s convenient, I’ll make sure to keep an eye on my total next time I use one to avoid spending more than I planned.