In the data, which came from an online study fielded March 11–13 of more than 1,000 consumers, respondents showed a preference for human interaction where it concerned the hospitality aspect of dining. Things like being greeted warmly, having food delivered, and cleanliness of the restaurant space were all areas where guests said they’d rather have some level of human interaction. Spaces where automation was preferred, however, were areas such as accurate customization and order taking, and the ability to order quickly.
Speed and efficiency were the two lead categories where diners saw clearly the benefits of automation. Fifty-eight percent said faster/speedier service was the top benefit of automation, while 57 percent noted fewer mistakes/human errors was a measurable win.
Benefits of automation:
- Faster/speedier service: 58 percent
- Fewer mistakes/human errors: 57 percent
- Freeing up employees for service: 52 percent
- More efficiency in the kitchen: 50 percent
- Reduced physical contact: 42 percent
- More consistent meal quality: 42 percent
- Increased safety: 32 percent
- Preference-based personalization: 21 percent
- Friendlier service: 19 percent
According to the report, older demographics such as Baby Boomers are most likely to want an interaction that incorporates a human element, while younger generations and men are more likely to report a higher level of interest in technology being using by restaurants.
While customers in the survey were able to point to specific allures of automation, many remained hesitant when it came to seeing automation at work. The report from Big Red Rooster showed a preference for automation behind the curtain. In other words, guests don’t necessarily want to see the action; only the results. A little less than a third (32 percent) noted they were OK with tech being used, but would prefer not to see it. Forty-four percent added they would be skeptical to observe automated robots in kitchens, with another 18 percent reporting they would feel a bit of “sadness.”
Seeing robots off-stage:
- Surprise: 50 percent
- Skepticism: 44 percent
- Fascination: 32 percent
- Confusion: 25 percent
- Sadness: 18 percent
- Excitement: 14 percent
- Fear: 13 percent
Interestingly, customers’ reasoning for embracing automation, at least partially, came back to wanting more personal interaction. Forty percent said they were open to robots that bus tables in order to free up servers, while 52 percent said a major benefit of automation comes from the technologies ability to free up employees for better service.
Seeing robots on-stage:
- Surprise: 52 percent
- Fascination: 32 percent
- Skepticism: 29 percent
- Confusion: 25 percent
- Excitement: 16 percent
- Sadness: 16 percent
- Fear: 11 percent
For example, 38 percent said, despite conflicting feelings, they were receptive to “on-stage” robots that run food to tables, like Chili’s “Rita the Robot,” which is a version of the Bear Robotics Servi server robot platform.
Openness to robots that:
- Clean the dining room: 41 percent
- Bus tables to free up servers: 40 percent
- Deliver orders to the table: 38 percent
- Deliver orders to your home: 31 percent
- Prepare/assemble meals: 27 percent
Robots making tortilla chips and self-driving delivery vehicles aren’t the only examples of automation concepts are employing these days. Streamlined channels for ordering and paying have also relied on advances. When it comes time to pay, 52 percent of respondents in the study said they would participate in contactless payment through their smartphone. According to Visa, contactless payment grew more than 30 percent between 2020 and 2021.
Comparatively, fewer people are open to using QR codes to access a menu (37 percent), and roughly a third are open to digital solutions like lockers for picking up food (35 percent), AI-based ordering in the drive-thru (34 percent), and sending automatic notifications to customers’ phones when close by (34 percent). Only 18 percent of respondents said they would like to see a fully automated restaurant with no human presence at all.
Openness to different solutions:
- Contactless payment through smart devices (no cash, no card): 52 percent
- QR codes for accessing menus and ordering from the table: 37 percent
- Lockers for picking up food while the restaurant is open or closed: 35 percent
- AI-based ordering in the drive-thru (no interaction with a human: 34 percent
- Sending automatic notifications to customers’ phones when close by: 34 percent
- Recognizing customers in the drive-thru via their vehicle/license plate: 26 percent
- Pre-populating menus/orders base on your buying habits: 23 percent
- Fully automated restaurants with no human employees on staff: 18 percent
Automation is also proving to be a determining factor when it comes to brand loyalty. Data from Big Red Rooster showed customers expect more tech innovation to come from places like ghost kitchens, fast-food restaurants, and fast casuals, while establishments such as fine dining, cafes, food trucks, and bars are expected to lean into experience, especially for guest-facing service.