Self Ordering Kiosks Were Feared As Job Killers, But Instead Job Opportunitiy Increased. How So?

The rise of self-ordering kiosks in fast-food chains like McDonald's has revolutionized the industry. Initially introduced over 25 years ago, these F&B POS systems were expected to cut labor costs by replacing cashiers. However, the reality has been more complex. Rather than eliminating jobs, kiosks have shifted tasks to other areas, creating job demands while also helping boost sales and streamline operations.

From Cashiers to Kiosks: Shifting Labor in Fast-Food

When self-ordering kiosks were first introduced in the fast-food industry, many feared they would lead to significant job losses, especially in the face of rising minimum wages. Yet, instead of cutting staff, companies like McDonald’s have reassigned workers to new roles such as managing online orders, maintaining the dining area, and acting as “guest experience leads” to assist customers using the kiosks.

According to industry experts, kiosks free up employees from repetitive tasks, allowing them to focus on higher-value activities, similar to how ATMs and self-checkout machines have affected bank tellers and retail staff. F&B POS systems equipped with kiosks allow for faster, more efficient service, ensuring that labor is redirected rather than eliminated.

Increasing Sales with Self-Ordering Kiosks

A significant benefit of self-ordering kiosks is their ability to upsell. Unlike busy employees, kiosks consistently offer customers additional menu items like drinks or desserts, which can lead to higher average orders. For example, Shake Shack’s CEO noted that kiosks always suggest add-ons, whereas employees may skip this when the restaurant is crowded.

Additionally, F&B POS systems with self-ordering capabilities allow businesses to adjust prices easily, offer promotions, and personalize customer experiences, helping to increase overall revenue.

Challenges of Self-Ordering Kiosks: Speed and Customer Experience

While POS systems with kiosks offer numerous advantages, they are not without challenges. Research has shown that kiosks can increase stress for customers, particularly when there is a line forming behind them. Some customers feel pressured and end up ordering less food or taking longer to complete their transactions. This counters the expected benefit of kiosks speeding up service.

Moreover, not all kiosk rollouts have been successful. For example, some chains have seen kiosks go unused and customers preferring to order from staff at a cashier terminal, due to a lack of proper staff training, customer education and/or customer demographics. In these instances, the self ordering kiosk technology fails to deliver its intended benefits.

The Role of Kiosks in the Future of Fast-Food

As fast-food chains continue to experiment with artificial intelligence and other forms of automation, the lessons learned from self-ordering kiosks are crucial. Kiosks have demonstrated that automation doesn’t necessarily reduce labor; instead, it reshapes the work environment, creating new roles and responsibilities for staff.

In an increasingly digital world, F&B POS systems are evolving to include online ordering and delivery options, further adding complexity to fast-food operations. While kiosks provide convenience, businesses must ensure proper training and communication with both customers and staff to maximize their effectiveness.

Conclusion

The introduction of self-ordering kiosks has transformed fast-food operations, offering both opportunities and challenges. While they help drive sales and redistribute labor, the customer experience must remain a priority to fully harness the potential of this technology. As the industry embraces further automation, from POS systems to online ordering, the fast-food landscape will continue to evolve, offering new ways to enhance service and efficiency.

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