As restaurants increasingly adopt technology for ordering food, a new study from the University of South Florida shows that digital ordering platforms can significantly impact consumer behavior, often leading to more indulgent choices and higher spending.
The research compared the effects of ordering from digital screens versus traditional methods like printed menus. Major chains like Panera Bread and McDonald’s have installed touchscreen kiosks, while others, such as Chili’s and Applebee’s, use tabletop tablets for self-service. The growth of app-based delivery services like Uber Eats, Grubhub, and DoorDash has also increased since the COVID-19 pandemic, highlighting a shift towards digital ordering.
Surge in use
The pandemic led to a surge in the use of carryout and delivery services. Spending on third-party delivery tripled for quick-service restaurants and nearly quadrupled for full-service restaurants from pre-pandemic levels to late 2022.
The study found that digital ordering, while convenient and efficient, often leads consumers to choose unhealthier options and spend more money. The researchers highlighted the importance of understanding how digital devices influence decision-making.
Through six studies conducted in restaurants and two in a USF lab, the researchers examined the impact of digital menus compared to physical ones. They reviewed over 23,000 orders from various restaurants, including an independent Mexican eatery and a major global chain with locations across 23 countries. The study found that 61% of digital orders, including those for delivery, were unhealthy—more than 3% higher than non-digital orders.
Healthy options
The researchers categorized menu items as unhealthy, neutral, or healthy based on portion size and item type. Unhealthy items included fried foods and desserts, while vegetables and fish were considered healthy. Neutral items included most soups, large salads, and steaks smaller than six ounces.
The study also found that digital menus have a greater influence on dinner orders, as people tend to be more tired and reliant on technology later in the day. This suggests that digital ordering technologies may have less impact during breakfast and lunch.
The researchers explained that digital ordering fosters a more automatic decision-making process with less cognitive involvement. This is similar to the “Google Effect,” where the availability of digital tools changes how people store and retrieve information, leading to less effort in making decisions. As a result, consumers may make more indulgent food choices when ordering digitally.
The study noted that consumers who are more tech-savvy might be less influenced by the Google Effect. According to the researchers, restaurant managers could use these findings to tailor their offerings, either promoting healthier options through non-digital ordering methods or highlighting indulgent items during dinner hours to boost sales.
