Whilst tapping into our psychological need for autonomy and instant gratification, the UX design of fast food kiosks is shaping the industry and driving consumer behaviour.
AI-generated image from Canva
Fast food self-service kiosks have revolutionised the modern dining experience, with more and more chains adopting them in-store. McDonald’s has installed over 70,000 self-service units worldwide, leading the way for the growing trend. Kiosks allow for a fully independent ordering experience, from selection to payment. The COVID-19 pandemic further accelerated the adoption of such technologies, as the restaurant industry faced staffing shortages, social distancing requirements and extended closures¹. As the demand for technology increases — and the desire for human interaction in such contexts decreases — the self-serve kiosk market is projected to reach $30.8 billion in revenue by 2024².
When employees are removed from the ordering process, restaurants are essentially expecting the customer to take on a greater share of the work. So, the UX design of the technology used to order matters a lot³. These digital order-takers have infiltrated restaurants worldwide, promising speed, convenience, and personalisation by collecting critical customer data. But what drives us to interact with these machines rather than human cashiers? Let’s explore the consumer and social psychology behind this shift and how UX design has leveraged such principles.
The illusion of control
As humans, we have a fundamental psychological need for perceived control of our environment. Fast food self-service kiosks have expertly capitalised on this innate human drive, granting customers an unprecedented level of autonomy in the ordering process. Having a sense of control is an adaptive behaviour that drives us to face our next challenge, where an element of choice allows us to achieve desirable outcomes and avoid undesirable ones⁴. Research has found that humans demonstrate a preference for choice over non-choice, even when that choice affords no improvement in the outcome⁴. By transferring the power of decision-making from a human cashier to a digital interface, kiosks create this illusion of control.
Customers can independently navigate menus, customise orders, and select payment options at their own pace. No pressure. Their design allows them to explore menu items visually, add or remove ingredients, and adjust order quantities, empowering customers to create their ideal meal. This perceived autonomy can be highly satisfying, as it aligns with the critical UX principle of personalisation. These strategies not only enhance user satisfaction but also strengthen brand loyalty by demonstrating a deep understanding of individual preferences.
Speed and efficiency
We also have a desire for instant gratification, craving quick rewards and efficient processes. The rise of fast food itself directly correlates with this inclination, and self-service kiosks have amplified this trend. By eliminating the need for human interaction at the point of sale, kiosks significantly reduce wait times, catering to the modern consumer’s demand for speed. Long waiting times can create profit losses, where research has found that a seven-second reduction in service times in fast food restaurants can increase the company’s market share by 1% to 3%⁵. To ensure wait times stay down and the objectives of speed and efficiency are met, the UX design of the kiosk must be both intuitive and accessible.
Kiosk design hurdles
Poorly designed kiosks can lead to several negative consequences, such as customer frustration, increased waiting times, the need for human assistance and negative word-of-mouth. By understanding these potential issues, restaurants and businesses can invest in well-designed kiosks that enhance the customer experience, strengthen brand loyalty and further drive revenue.
Overwhelming menu options
As discussed, we like to have choices. But, too many choices can paralyse customers and lead to decision fatigue, which in turn slows down the ordering process, leading to longer queues and dissatisfied customers. This concept is known as the ‘paradox of choice’, introduced by psychologist Barry Schwartz, which suggests that an abundance of options can lead to one feeling overwhelmed, stressed and anxious, with an overall decrease in satisfaction⁶. This occurs as having too many choices requires more cognitive effort, so the aim of the design must be to simplify the decision-making process for the customer. You don’t want to deprive the customer of choice, as this has been linked to dissatisfaction⁷ — but you need to present their options less overwhelmingly.
A Burger King kiosk redesign by Flying Bisons. Despite highlighting two bestsellers, there is still an abundance of options on one screen, resulting in a packed interface where the items already in the cart are also not visible.
An innovative solution for this may be through using dynamic menus that change with the date, time and season, trying to predict what users may want to select from first before they navigate into the full menu of endless options. The choice is still there, but the system first tries to guess what items the user may want to choose, based on the behaviour of others.
A McDonald’s kiosk redesign by Cuberto, making use of visual hierarchy and a ‘popular’ section. The design is minimalistic yet informative, with all items in the cart visible in the sidebar.
More common solutions that we see include categorising items; using visual hierarchy to guide customers through the menu with varying font sizes, bold text and images; and revealing more menu options as customers make selections, focusing attention on relevant choices.
A McDonald’s kiosk redesign by Chee Seng Leong using progressive disclosure to ensure the customer is not overwhelmed with overly similar choices on the main page. It also integrates a search bar, improving speed and efficiency for when a customer already has an item in mind.
Poor UX writing
Clear and concise information is essential for a positive kiosk experience. Unclear error messages can leave customers feeling lost and helpless when encountering issues. For example, a generic “error occurred” message does not guide the customer on how to resolve the problem. Clear and specific error messages, such as “invalid payment method” or “item currently unavailable,” can help customers understand the issue and take appropriate action, avoiding interference from an employee which would further delay the order process. A lack of detailed product information can also deter customers from making informed choices. Essential details like ingredients, allergens, nutritional values, and prices should be readily available.
Examples of good UX writing for a broken terminal and completing an order.
Additionally, complex or lengthy payment processes can frustrate users and lead to abandoned orders altogether. According to a 2019 report, 97% of consumers will back out of their purchase decision if they face inconvenience in making that purchase⁸. Multiple payment options should be offered, and the checkout process should be streamlined to minimise steps. Clear instructions and progress indicators can help guide customers through the payment process, both self-sufficient and satisfied.
Inclusivity and accessibility
Unfortunately, for people with disabilities, the design of many kiosks can present accessibility barriers. According to the Bureau of Internet Accessibility, kiosks need to accommodate a wide range of conditions, including mobility limitations, neurocognitive conditions, vision disabilities, hearing disabilities, learning disabilities, and speech or language impairments⁹. In 2020, Colorado Springs introduced its Kiosk Accessibility Standards, which are a great starting point for designers and developers alike, to create universally accessible kiosks. Some of their criteria include having a mode that doesn’t require user vision; one that doesn’t require auditory perception; one that is operable with little or no colour perception; and minimises the cognitive, memory, language, and learning skills required of the user¹⁰.
McDonald’s Korea has introduced kiosks with new keypads and headphone jacks, through which visually impaired users can connect their headphones and browse the menu (source)
Cultural considerations
If Duolingo hasn’t taught you how to order a cheeseburger yet, fear not. As we live in increasingly multicultural societies, another benefit of self-service kiosks is their ability to provide multilingual support. By offering user interfaces in multiple languages, kiosks can break down language barriers and enhance accessibility for customers from diverse backgrounds. This inclusive approach fosters a more welcoming environment, contributing to increased customer satisfaction.
Language options on McDonald’s kiosk in the UK (source)
The digital divide: avoiding social interaction
For individuals who experience social anxiety or those who simply prefer to avoid human interaction in such contexts, self-service technologies offer a great alternative. Whilst social anxiety is characterised by excessive fear or anxiety in social situations, a growing number of particularly younger generations report discomfort when ordering food. A 2023 survey of Americans has found that 30% reported experiencing “menu anxiety”, defined by distress when ordering a meal at a restaurant¹¹. Interestingly, this “menu paralysis” may be linked to menu complexity and the previously mentioned overwhelming element of choice we are faced with in the information age¹¹. Kiosks provide a perfect solution for this, particularly as the majority of those suffering from such specific contextual social anxiety are Gen Z and Millenials, who are highly technologically fluent and willing to adopt new technologies. Already 86% of Gen Z consumers agree that technology is essential to their lives¹², so what’s the adaptation of technology in restaurants, right? If it means I can keep my headphones on whilst ordering, sign me up.
However, with more responsibility on the customer also comes other forms of anxiety. A recent study found that when in a busy restaurant with visible long waiting lines, customers experience more stress when using self-service kiosks, and even order less food or stick to familiar menu items¹³. This increased pressure is linked to the lack of a human employee, who would usually take the fall for any increased order times.
“When you’re working with a human employee to place your order and there’s a service mishap or delay, you can attribute that fault to the employee. The customer is not responsible for that experience, because there is a conscious human employee there. But when self-service technology is used for placing an order, more of that responsibility is shifted to the customer. This is especially true when there is a waiting line.”¹³
When restaurants are empty, customers may spend more time searching through menu options and even taking their time, leaving them feeling a sense of autonomy over their order. But add an angry line of customers into the mix, and suddenly the self-service system becomes a frustrating fumble of aimless clicks, making the experience stressful and unsatisfying.
The dark side of convenience
AI-generated image from Canva
While self-service kiosks offer undeniable advantages in terms of speed and efficiency, they also come with a dark side. One of the most significant concerns is the impact on consumer behaviour. McDonald’s customers spend 30% more at kiosks than at the counter or drive-thru window¹⁴. why is this? When customers are presented with options rapidly, they have less time to consider their purchases, potentially leading to unplanned spending.
Do you want fries with that? Impulse spending and upselling
A self-service kiosk will never miss an opportunity to upsell, unlike the teenage employee who just started last week. Kiosks are designed to maximise sales through strategic product placement and upselling tactics¹⁵. By removing the social element of the transaction, customers may be more susceptible to impulse buying. Moreover, the absence of human interaction can reduce the opportunity for customers to seek advice or question purchase decisions.
A fun example of personalised upselling by Ribot in a redesign of the KFC kiosk.
The power of touch(screen)
The more direct and interactive the experience, the more likely customers are to engage and purchase. When you touch things in store you are more likely to buy them. Now, this digital realm offers an opportunity to replicate this sensory experience. Touchscreens, with their tactile feedback, can enhance product engagement and result in feelings of joy, pleasure, and ownership¹⁶. This ‘direct touch effect’ helps to facilitate this ownership, which in turn triggers a desire to purchase¹⁷. Overall, touchscreens create a more immersive and engaging shopping experience, which can lead to increased product consideration, impulse buying, and ultimately, higher sales.
The takeaways
Fast food self-service kiosks have fundamentally reshaped the modern dining experience, capitalising on our innate desire for control, speed, and independence. By understanding the psychological drivers behind kiosk usage and prioritising user experience, fast food chains can create efficient, engaging, and inclusive self-service environments. In an ideal world, it is essential to balance the pursuit of speed and convenience and the drive for efficiency and sales, with the potential negative impacts on consumer behaviour.
As technology continues to evolve, the future of kiosks holds immense promise. Embracing innovations like AI and augmented reality will be crucial for staying competitive. For now, overcoming challenges such as menu overload and ineffective communication is essential for optimising the kiosk experience, coupled with furthering personalisation options which empower customers to take autonomy over their order process and drive satisfaction.
Have you had a particularly good or bad kiosk experience? What factors contributed to your satisfaction or dissatisfaction?
Sources:
¹ The adoption of self-service kiosks in quick-service restaurants
² Tillster Releases 2019 Self-Service Kiosk Index
³ How Self-Service Kiosks Are Changing Customer Behavior
⁴ Born to choose: the origins and value of the need for control
⁷ Is Having Too Many Choices (Versus Too Few) Really the Greater Problem for Consumers?
⁸ The National Retail Federation 2019 Year in Review
⁹ Make Sure Your On-Site Kiosks Are Accessible
¹⁰ Kiosk Accessibility Standards: Colorado Springs (2020)
¹¹ Why 30% of Americans Experience ‘Menu Anxiety’
¹² CTA Research: Exploring Gen Z Views and Preferences in Technology
¹³ Feeling rushed at the food ordering kiosk? You’re not alone
¹⁴ McDonald’s Piloting Drive-Thru Voice Ordering as Sales Keep Growing
¹⁵ The sneaky way fast food restaurants are getting you to order and spend more revealed
¹⁷ Computer Interfaces and the “Direct-Touch” Effect: Can iPads Increase the Choice of Hedonic Food?
Craving convenience: the psychology behind fast food kiosks was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story.
