In the fast-paced airport environment, travelers often face the dual challenges of time constraints and limited choices. In fast-food restaurants like McDonald's and KFC, we often see several 32-inch self-service ordering machines placed at the entrance for customer convenience. Even in today's booming market for scanning codes to order food, these fast-food restaurants still utilize self-service ordering machines, which naturally offer unique advantages in the dining experience.
The advantages of a 32-inch self-service ordering machine compared to QR code ordering
① More user-friendly experience.
Whether it's a self-service ordering machine or QR code ordering, the goal is to alleviate the pressure on the front desk caused by high foot traffic. The self-service ordering machine is located at the entrance of the store, allowing customers to operate it directly upon entering when it's not in use. The larger screen provides a better experience.
② Higher focus, increased efficiency.
QR code ordering requires first finding a seat, then opening an app on the phone, which often leads to distractions from other notifications and significantly increases ordering time. In contrast, the self-service ordering machine allows customers to focus on placing their orders, completing their needs more quickly, thereby enhancing time efficiency and reducing the profit losses that restaurants face during peak hours due to individual time consumption.
③ Enhance Brand Image.
Generally, QR code ordering is mostly used in various small restaurants, while large restaurants often rely on waitstaff for ordering. Medium-sized fast-food restaurants are well-suited to equip several self-service ordering machines, which can serve as a facade to enhance the restaurant's image in the eyes of consumers, as well as optimize the customer ordering experience. Additionally, a points system can be integrated to attract customers to return frequently, achieving multiple benefits.
④ Advertising Placement.
Many fast-food restaurants often launch new products to test popularity, and during this time, ordering machines can serve effectively as advertising machines. Displaying beautiful promotional posters on the screen can instantly attract consumers, thereby increasing the conversion rate of new product trials and helping restaurants discover more profitable menu items.
⑤ High Security.
When using QR code ordering, it is common to encounter platforms that require following public accounts or obtaining multiple pieces of information unrelated to the purchase, such as the customer's geographic location, phone number, nickname, and avatar. This makes ordering cumbersome, negatively impacting user experience and reducing the likelihood of customers returning to dine at the restaurant. In contrast, self-service ordering machines avoid this situation.
⑥ No Platform Deduction.
Self-service ordering machines integrated with the store's system allow for direct ordering, while QR code ordering is mostly provided by third-party platforms for payment channels, which means that a certain service fee is deducted from each transaction. Over time, this can become a significant expense for merchants.
Using self-service ordering machines in public places like airports helps maintain brand style.
In high-speed train stations, airports, or some high-end public areas, the design of self-service ordering machines can better blend into the environment, providing a greater sense of technology and fashion, and truly enhancing the consumer ordering experience. Therefore, restaurants in these areas often equip themselves with 32-inch self-service ordering machines.
By introducing a 32-inch self-service ordering machine, the restaurant has not only greatly improved service efficiency and customer satisfaction but also serves as a model for the fast food industry's digital transformation.
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