Tablet systems may spur impulse ordering

Touch-based systems may be the savior many restaurant owners have been looking for. Results from a research on impulse buying and the effect touchscreens have on this habit conclude that consumers are more likely to purchase additional food that they might not have originally considered had it not been for the touch-based system found more commonly throughout restaurants in the country. The biological reason for this phenomenon remains unknown.

Key Takeaways:

• Restaurant customers might order more when ordering via touchscreen apps, new research suggests.
• When there’s a choice between a food item that provides immediate gratification and one that promises delayed gratification, immediate gratification prevails.
• Quick-service chains like Sonic and full-service casual operators like Chili’s report higher check averages since installing customer-facing touchscreen devices.

“Don’t be put off by the term “hedonic food.” The concept refers to food eaten for pleasure rather than to satisfy a biological need.”

http://restaurant-hospitality.com/technology/tablet-systems-may-spur-impulse-ordering