A recent study from the University of South Florida has shed light on technology’s significant impact on restaurant ordering habits, revealing that digital platforms tend to encourage customers to make more indulgent food choices and spend more. Led by Dipayan Biswas, the Frank Harvey Endowed Professor of Marketing at USF’s Muma College of Business, the research highlights the differences in cognitive engagement between ordering from digital screens and traditional printed menus. This study, published in the Journal of the Academy of Marketing Science, observed the trends across various major restaurant chains, noting the shift towards self-service technologies such as touchscreen kiosks and tabletop tablets, a movement that has gained further momentum with the rise of app-based delivery services like Uber Eats, Grubhub, and DoorDash since the COVID-19 pandemic.
The pandemic has indeed altered the U.S.’s food purchasing landscape, as reported by the U.S. Department of Agriculture Economic Research Service. The findings indicate a substantial increase in the use of carryout and delivery services, with spending on third-party delivery services seeing significant growth at both quick-service and full-service restaurants. Biswas points out that while digital ordering enhances convenience and efficiency, consumers often opt for less healthy food options and increase their expenditure. This trend was evident from analysing over 23,000 restaurant orders, including those from an independent Mexican restaurant and an extensive global dining chain with 1,000 locations in 23 countries.
The research team categorised the food items into unhealthy, neutral, and healthy based on criteria like portion size and food type, with unhealthy items typically including fried foods and desserts. Interestingly, the study found that 61% of digital orders were classified as unhealthy, more than 3% higher than orders made through non-digital methods. This indicates a distinct pattern of indulgence linked to digital ordering platforms.
Moreover, the study revealed that digital menus have a more pronounced influence on dinner decisions when consumers are likely more exhausted and, thus, more dependent on technology. This suggests that the time of day can significantly affect how digital ordering impacts food choices, with less influence noted during breakfast and lunch hours.
As Biswas explains, digital ordering often fosters a more automatic decision-making process, which he refers to as the ‘Google Effect’—a phenomenon where the availability of digital tools reduces the need for cognitive effort and leads to more automated choices. This effect, however, is less pronounced among those who are more proficient with technology. This suggests a potential strategy for restaurant managers. They can use this understanding to encourage healthier choices or promote indulgent items during certain times to drive sales, thereby gaining a sense of control over their business strategies.
Biswas is committed to further exploring the dynamics of digital versus non-digital ordering. His future research aims to investigate how the presence of human interaction, such as ordering in person or via phone, contrasts with the perceived anonymity of online environments. He also plans to examine the effects of ordering modes on the volume of consumption and the perceived taste of the food. This ongoing research promises to provide even more intriguing insights into the impact of digital ordering on consumer behaviour.
This extensive study underscores the importance of understanding the cognitive effects of digital ordering platforms on consumer behaviour. For restaurant managers, the insights provided could be instrumental in shaping menu offerings and ordering methods to align with consumer tendencies and preferences, ultimately influencing customer satisfaction and business performance.
More information: Annika Abell et al, Food and technology: Using digital devices for restaurant orders leads to indulgent outcomes, Journal of the Academy of Marketing Science. DOI: 10.1007/s11747-024-01029-6
Journal information: Journal of the Academy of Marketing Science Provided by University of South Florida