Self-ordering kiosks have become an integral part of QSR and fast casual restaurants, offering a streamlined, efficient way for customers to place orders while also improving operational efficiency. For these restaurants to fully capitalize on this technology, the design of the kiosk’s user interface is paramount. An effective UI can enhance the customer experience, drive higher sales, and increase profitability. Below are key best practices for designing a self-ordering kiosk UI that can optimize these factors.
Simplicity is Key
A cluttered or overly complicated interface can overwhelm customers, slowing down the ordering process and creating frustration. The UI should be clean, simple, and intuitive. The main focus should be on making the ordering process as quick and seamless as possible.
- Visual hierarchy: Prioritize your most popular and profitable items, such as combo meals or signature dishes, by positioning them prominently on the screen. Use clear, high-quality and appetite appealing images to showcase these items.
- Minimal steps: Aim to reduce the number of steps it takes to complete an order. Develop a sound menu strategy to limit choices and menu categories, focusing on high-demand items to streamline the process.
- Familiar layout: Use familiar icons and brand layouts (e.g. your current mobile app, website and menuboards) so customers intuitively know how to navigate the UI.
Easy Navigation with Clear Categories
A well-organized menu is essential for guiding customers to high selling and profitable items. Grouping food items into prioritized and logical categories helps customers quickly locate the highest selling and most profitable items.
- Vertical and horizontal scrolling: Consider how the menu is presented. Categories can be listed vertically, with easy-to-swipe horizontal scrolling for items within each category. This allows for faster navigation while keeping the layout clean.
- Filters and sorting: Build in filters to help customers sort by dietary preferences, such as vegetarian or gluten-free options. This can simplify the selection process for health-conscious or specific dietary needs.
Personalization and Up-Sell Prompts
To optimize sales and profitability, the kiosk UI should encourage personalization and up-selling. The more relevant the suggestions, the more likely customers will be to make additional purchases.
- Order modifiers: Allow customers to easily customize their orders with add-ons, extra toppings, or size upgrades. These options must be clearly visible.
- Smart recommendations: Display upsell prompts based on previous orders and popular and profitable items. For example, if a customer selects a burger, the kiosk could suggest pairing it with fries or a drink. Integrating AI to predict items based on customer behavior can boost average order value.
- Meal bundles and promotions: Focus on communicating meal bundles (“combo meal” or “value meal”). Make sure the discount pricing is transparent, so customers can easily see the value they’re getting.
Visual Appeal and Consistency
The design of the kiosk should reinforce and align with the restaurant concept’s branding and create a visually appealing and differentiated experience. Astrategically focused,well-designed interface can influence customer behavior and drive repeat business.
- Brand alignment: Use your logo, proprietary trade dress, and fonts to ensure consistency with the brand’s identity. Consistent visual language builds trust, recognition, and memorability with customers.
- High-quality images: High-resolution images of menu items can help entice customers and make the menu look and feel more appetizing. Ensure images accurately represent the dish, or risk facing negative customer backlash.
- Interactive elements: Incorporating subtle animations, such as highlighting the current menu selection or providing feedback when an item is added to the cart, can make the experience more engaging.
Quick and Secure Checkout
The final step of the customer experience-the checkout-should be as fast and secure as possible. Customers should be able to easily review their order, make changes if necessary, and quickly complete payment.
- Clear order summary: Before checkout, provide a concise order summary, showing the items selected, any customizations, and the total price. This allows customers to review their selections and adjust if necessary.
- Multiple payment options: Offer multiple payment methods, including credit cards, mobile wallets, and cash (if applicable). Integration with the restaurant’s existing payment system is essential for ensuring a quick, seamless transaction.
- Order confirmation: Once the transaction is complete, provide a clear order confirmation screen with an estimated wait time and a receipt for the customer to review.
Accessibility and Error Prevention
A successful self-ordering kiosk UI must be accessible to all customers, including those with disabilities or those unfamiliar with technology.
- Large text and buttons: Use large, legible fonts and buttons to accommodate all customers, especially those with limited vision or motor skills.
- Error handling: Provide helpful error messages when customers make mistakes. For instance, if a customer tries to select an invalid item or submit an incomplete order, display a friendly prompt guiding them how to correct the issue.
- Language options: Offer multiple language options, especially in diverse communities or tourist heavy areas.
Conclusion
Designing a self-ordering kiosk UI for QSR and fast casual restaurants involves balancing simplicity, personalization, and efficiency. By focusing on easy navigation, visual appeal, and strategic up-selling, restaurants can enhance the customer experience while optimizing sales and profitability. Moreover, attention to accessibility, error prevention, and secure payment options ensures that the kiosk remains a helpful and valuable tool for all customers, and helps restaurants stay competitive in an increasingly digital landscape.
Tom Cook is a Principal of King-Casey. Established in 1953, King-Casey is a restaurant and foodservice business improvement firm. King-Casey provides strategic menu optimization advice and a range of services to help clients manage overall food and beverage offerings affecting their positioning, reputation, and business growth. For information, visit www.king-casey.com or contact Tom Cook at 203/571-1776 or email tcook@king-casey.com
