In the ever-evolving landscape of restaurant technology, the allure of crafting a compelling and effective digital experience is paramount. However, amidst the rush to captivate audiences with stunning visuals and seamless user experiences, a crucial element often gets sidelined—ADA-compliance. The oversight not only puts brands at risk for costly litigation as awareness around digital accessibility grows, but it also eliminates the opportunity for inclusivity of all guests and realizing maximum revenue.

The Americans with Disabilities Act (ADA) extends beyond physical spaces, encompassing the digital realm to ensure that all users, regardless of their abilities, can access, enjoy, and utilize experiences whether it’s a website, an app, kiosk, or other digital interface. While little is heard about digital platforms outside of the brand’s website, it’s not a far stretch to posit ADA laws and litigation won’t apply to all digital interfaces.

Despite the benefits of ADA compliance, many restaurant brands and their partnering agencies often shirk the full breadth of responsibilities required to design and build fully accessible and compliant digital experiences. This negligence stems partly from a lack of understanding and partly from some misconceptions surrounding compliance. Leaders may feel it’s not that important, or that compliance may compromise aesthetic appeal and brand identity standards. Yet, the reality is starkly different—ADA compliance not only mitigates legal risks but also enhances brand reputation by fostering inclusivity and expanding customer reach.

There are two major considerations brand leaders must consider immediately in order to embark on realizing the benefits of compliance while avoiding the negative consequences of being out of compliance.

1. Brand Identity Standards May Require a Shift

While a brand’s identity is one of its most important assets, many of them were not designed through the lens of ADA compliance specifically in the realm of colors and typography. Both colors and typography have notable implications on whether or not a digital experience is usable by those with challenges.

When a brand’s colors are used in conjunction with one another, they must have at least a 4.5:1 contrast ratio in order to pass the readability marker. A 4.5:1 ratio ensures that those who cannot perceive the full color spectrum are able to read the content without a problem. This means that even the slightest shift away from that color ratio could pass or fail an ADA test rendering a site out of compliance.

In a recent experience with a restaurant of notable size, we had to shift their main brand color red a bit darker. In this case the shift did not have noticeable changes to the layperson, but it was enough to push into compliance.

Typography, another cornerstone of brand identity, also requires careful consideration. A trendy, stylized font might encapsulate a brand’s ethos, but may not be web-safe or have a suitable webfont option that would allow it to be rendered as what is called “live text.” Having live text on the site means that screen readers can read the text as opposed to images of text which would cause issues for that software. When a brand has wild typography and typographic treatments, the default is to use images of it instead of live text. This, of course, creates a notable ADA compliance problem.

2. Good Partners are the Safest Bet

The intricacies of ADA-compliant UI design and app development necessitate expertise beyond the conventional skill set of many creative agencies. It calls for a partnership with specialists who not only understand the nuances of accessibility standards but also how to integrate them seamlessly into the design process without diluting the brand’s essence. This expertise ensures that interactive elements, navigation, and overall user experience cater to a diverse audience, including those using assistive technologies. Brands need a digital partner that understands it and knows how to navigate prior to certification.

To realize compliance, brands should engage a third-party organization that specialize in accessibility certification and litigation protection. These entities provide an objective assessment of a digital property’s accessibility, offering both validation of compliance efforts and a shield against potential legal challenges.

The benefits of ADA compliance extend far beyond legal safeguarding. It opens doors to a wider audience, including the millions of individuals with disabilities, ensuring they can interact with the brand’s digital offerings just as effortlessly as anyone else. This inclusivity not only broadens the customer base but also enriches the brand experience for all users, fostering a positive brand perception and encouraging repeat engagements.

ADA compliance in the digital realm is not a mere regulatory checkbox but a strategic imperative for restaurant brands. It reflects a deep-seated commitment to inclusivity, enhancing the user experience for a diverse audience and fostering a culture of accessibility. By embracing this responsibility, restaurant brands not only safeguard themselves against litigation but also unlock the door to more customers and happier experiences, reinforcing the brand’s position as a welcoming space for all. Avoiding this responsibility and opportunity could cost the brand in litigation, but also in public perception and, eventually, revenue.

Joseph Szala serves as Vice President of Digital Experience for Rapturous, a wing of 3 Owl. His hospitality-first approach and unyielding passion for creating remarkable digital restaurant experiences has positioned him as thought leader in the world of CX and UX as well as brand development and marketing. He and the Rapturous team continue to craft superior digital restaurant experiences that realize measurable lifts in order averages, repeat traffic, loyalty, and revenue for an impressive suite of restaurant brands.