4 lessons of installing self service kiosks from MD of Tossed

All, Casual Dining & Quick-Service, Digital Ordering, Products

August 9, 2022

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We all know there are huge perks to using self service kiosks. From boosting average order value to increasing throughput and improving order accuracy, the benefits for operators are endless. But knowing where to start and how to go about installing kiosks in your restaurant can be daunting. So, we spoke to an operator that has already been through the process. Neil Sebba, Managing Director of Tossed joined our webinar ‘Building a restaurant of the future with self service kiosks’, to share his top learnings.

1. Customers enjoy using self service kiosks

Consumers aren’t just used to using kiosks, they prefer them. 87% of customers said they feel more relaxed ordering food at a kiosk, which means they’re less pressured to make rushed decisions. Customers tend to take their time to look through the full menu and add any customisations or extras without fear of perceived judgement.

60% of consumers said they’d choose a restaurant over another if they had self serve kiosks.

Top tip:

If you’re unsure how kiosks would work in your restaurant, don’t be afraid to ask your customers what they think. After all, they’d be the ones using the tech. It can be daunting, but genuine feedback that’s specific to your restaurant and your customers will be invaluable.

“We installed kiosks in 2016 so we went through that change journey quite a long time ago when adoption faced far more resistance. Now, the take up is so high and the tech has advanced hugely. Since installing the self service kiosks, we've created a ‘host role’ to support and guide our customers.”

2. You don’t need a massive restaurant to benefit from self service kiosks

Space planning is essential. Consider how your customers currently flow through your sites and what they do when they walk in. For example, do they go straight to the food/display counter or do they stand in the centre to look at the menu board before ordering? Now start to think about what you’d like the new journey to look like. Do you want your kiosks front and centre or do you want to create separate ordering and waiting areas.

Consumer behaviour is shifting. Overall the trend for self service kiosks is increasing, with a stronger preference in cities where sites are typically smaller.
Consumer behaviour is shifting. Overall the trend for self service kiosks is increasing, with a stronger preference in cities where sites are typically smaller.

Don’t think of your kiosks in isolation, instead think of the full front of house ecosystem. That includes delivery and Click & Collect. If you have multiple ordering channels, you need to consider the customer journey for each channel. This will become more important the more each channel grows. During peak hours, you need to clear orders quickly so they don’t clog up the collection points. Consider for example, whether you need separate collection points for your delivery drivers and customers.

Top tip:

If you’re constrained by size, we’d recommend smaller kiosks like an iPad or Android tablet. We’ve seen tablets on the counter work well for operators in market halls. Customers can then choose to self order, or if they need help, they can easily ask your staff for support.

“We operate in small sites around 700-800 square feet with anywhere between 10 to 14 self service kiosks. We have a complex menu which is fully customisable, but I’ve seen other operators with just six to eight kiosks. It depends on your operations but it is doable.”

3. Kiosks open up new digital channels

Kiosks are a great gateway channel to digital. If your customers are comfortable using self service kiosks, it’s an easier transition to introduce other ordering channels like Click & Collect or Delivery. Driving adoption to other ordering channels lets you tap into new revenue streams.

Delivering a consistent omnichannel ordering experience

Having a solution that was device agnostic was important for Tossed. So, whether customers place orders though Click & Collect using their phone or instore, using the self service kiosks, they see the same recognisable menu and branding across all channels.

4. Test. Review. Adapt: Kiosk success is a continuous process

Before you install self service kiosks, it’s really important to plan upfront so that you can take into account any concerns or considerations beforehand. When expanding into new channels, it’s important to evaluate exactly what you’re trying to achieve, and who your demographic is. Think about:

  • What service do you want to provide?
  • How do you want your guests to feel?
  • How do you optimise your brand experience?

Once you’ve established the above, you need to ensure your entire organisation is committed to the change. Because installing self service kiosks isn’t a one time thing. It’s a continuous learning process. It’s essential that you continually measure the impact of the change. Don’t be afraid of the data. If your average order value is up and you’re taking more orders, then great. But if you’re not hitting the numbers you want, speak to your customers and staff. Their insight will be invaluable. Your tech provider should also be able to provide support and advice on how you can increase revenue, drive loyalty and bring in more customers.

Top tip:

Before rolling out self service kiosks across your entire estate, we recommend having a pilot store where you can test, adapt and perfect. Include a trial/testing period into our project launch plans so you can figure out what’s best for your brand, your customers and all of your different sites.

Don’t forget to download our Kiosk guide for a deep dive into kiosk installation, space planning and how to create a great user experience along with expert advice from industry leaders and leading operators.

“If you spend a lot of time on the shop floor and talking to customers, you’ll soon see if it’s working for them and how you can tweak the flow. I suggest speaking to other operators who have similar operations to you and be open to their learnings and insights. I’d even recommend going to their sites and testing out their kiosks - it’ll really help you get a feel for what you like and what you want to replicate.”

Ready to level up your business with technology?

Build a restaurant of the future with self-serve kiosks

 

 

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