Why guests increasingly want to order by themselves
We have embraced self-service at airports, in banks and in shops, and the same pattern is now clearly visible in hospitality: more and more guests prefer to order by themselves. It is not a fad but a change of habits - and venues that understand it turn it into larger orders and calmer shifts.
What the numbers say
Industry research, above all from the US market, has repeated the same finding for years: when guests have the choice, a large share picks the self-service channel - among those under 35 it is typically the majority. The reasons guests give are always the same: it is faster, with no queue and no pressure.
The second consistent number concerns revenue: the average order on self-service channels is typically 20 to 30 percent higher than with waiters. A screen never forgets to offer a side or a dessert, and without an audience guests more often order what they actually want.
Control and pace without pressure
The strongest motive is not technology but the feeling of control. Guests browse at their own pace, change their mind without embarrassment and compose the order exactly to their taste - without feeling they are holding up a queue or a waiter.
Customisation is where this really shows: double portion, no onions, sauce on the side. What guests often skip saying out loud to avoid complicating things, they select on screen in two taps - and the kitchen receives the order without misunderstandings.
Language, allergens and confident choices
In tourist destinations, self-ordering also removes the language barrier: guests browse the menu in their own language, with photos and descriptions, and order with understanding instead of pointing.
Then there is the information no waiter can memorise for every item: allergens, calories, ingredients, wine pairings, serving temperatures of drinks, vintages, grape varieties, regions. For guests, especially those with dietary restrictions, that is the difference between an awkward interrogation and a calm choice.
What it means for your staff
Self-ordering does not replace people - it changes their job: less typing in orders and running for bills, more time for serving, recommending and conversation, the part of the job guests remember.
In high season, when staff are chronically short, self-service channels keep up a pace the existing team otherwise could not - without sacrificing the quality of service.
How to prepare
- Start with one channel - a totem or a QR menu is the fastest start
- Polish photos and descriptions: on a screen, the menu sells with its looks
- Mark allergens and customisations so that independent choice is also a safe choice
- Define suggestions for each dish: upselling only works when designed in advance
- Watch the numbers for the first month and adapt the menu to what guests actually choose
The digital solution in numbers
Research keeps showing the same thing: guests expect information. Instantly.
73%
Gen Z and digital channels
Of Gen Z guests would rather get informed digitally than through staff.
109 s
Deciding over the menu
How long a guest decides on average. A totem, tablet or QR settles it sooner.
63%
Menu before entering
Of guests judge a venue by its menu. A digital menu is available to them instantly.
+30%
Bigger average orders
Growth in average order value after introducing digital ordering and upselling.
Sources: National Restaurant Association, Gallup, Elliotts, McDonald's
The figures quoted come from publicly available industry research, mostly from the US market, and vary from venue to venue. Treat them as a guide, not a promise.
Want to see what it looks like in your venue?
We will set up digital ordering on your example - from the menu to the first order.
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