Getting the Most out of Your Self-Service Kiosks

By : Rohan Rodney

July 29, 2019 01:41 PM

Self-service kiosks are quickly becoming more popular in quick-service and fast casual as restaurants look to transform their front-of-house operations.  As an increasing number of brands implement kiosks into their physical stores, strategic design and placement are important as the technology itself in inspiring guest interaction.  For example, the right layout and user interface provide a strong brand experience which can help lift the average check order – ordering behavior with kiosks tends to differ a bit compared to traditional cashier interactions, since guests don’t feel quite as rushed due to cashier or fellow guest pressures to order quickly.  And given the proper operating space and placement, guests will have more time to customize orders, and even tend to increase order size as they aren’t being observed by human cashiers. 

 

Tips to Drive Profitable Kiosk Interactions

  • Consider traffic flow/patterns: Placement of self-serve kiosks should be conspicuous to guests without disrupting the normal foot traffic of the restaurant.  As guests enter the restaurant, they should be able to identify the kiosk as the first ordering option without the need for human guidance. 
  • Create an approachable environment: Use digital signage or visually engaging order attract screens on the kiosk to warmly welcome guests.  The messaging should explain the benefit of kiosk ordering such as time savings or easy customized self-service.  This guidance will help alleviate any initial confusion some guests may in knowing where to place their orders. 
  • Simplify the customer experience: Ensure that the kiosk User Interface screen is inviting and non-intimidating for customers who may be averse to technology.  Investing in an intuitive, graphics-based User Interface helps solidify an enjoyable brand experience and allows guests to confidently place their orders.
  • Take the guesswork out of the process: On the payment confirmation screen, make sure to communicate what the next steps for your guests will be.  With orders coming in from a variety of channels, this helps avoid counter clutter and interruptions to your staff’s workflow.  Effective use of digital order ready screens also provide confirmation to guests that their orders are in queue and where to wait for their orders to be fulfilled.

 

Low Visibility Equals Low Usage

Self-service kiosks can be a worthwhile investment leading to a profitable long-term outcome as more guests input larger ticket orders and stores can more efficiently accommodate traffic.  However, it’s critical to do it right. Placing kiosks where there is low visibility or low traffic, or making them difficult or complicated to use, will likely mean low adoption.  For help creating the optimal kiosk strategy for your operation, reach out to the NCR team, or learn more about our self-service kiosk solutions here.

Rohan Rodney

Rohan Rodney is a Product Marketing Manager for NCR Hospitality. In this role, he communicates the vision and value of NCR's portfolio in meeting the market needs of the restaurant industry.