3 Keys to the Optimal Kiosk Menu
Self-order kiosks present a huge opportunity...
When designed right, they give you the power to speed up fulfillment time, lift check averages, and engage with customers. When rolled out well, they become a vital point in your omni-channel technology ecosystem.
Over the course of the last 13 years, we’ve partnered with restaurants and food service management companies to create self-order experiences that achieve these goals, as well as satisfy guests, employees, and stakeholders.
How? A big part of getting there comes down to the way you approach your menu. Our UX team works with each of our clients to develop engaging digital self-order experiences. Here are 3 critical factors we always focus on:
In order to help guests move through the ordering process quickly, you’ve got to make the menu intuitive. It’s got be easy to learn how the kiosk behaves, so that guests can take mental shortcuts. What makes an interactive kiosk menu “easy to learn”? Here are a few examples:
A photo for every menu item
Good food photography does more than satisfy ordering preferences: it actually drives speed of ordering. Your brain can process images 60,000 times faster than it does text. Faster processing means faster decisions. Watch ordering time go down as your use of photography goes up.
Keep your next, cancel, and back buttons in the same place on every screen, and make sure they always mean the same thing. The first time a guest uses your kiosk sets expectations - if halfway through the menu flow “back” brings a guest to a screen they didn’t expect, you’ve undone their quick learning.
It’s a tricky balance. You don’t want to bombard guests with every upsell question you’ve got at your disposal, but you also don’t want to miss a chance to get a “yes.”
The content of the question
Enter Intelligent Upsell®. Automating your upsell not only means that every single guest gets asked during every single transaction (a step forward by itself), but it also means that guests are asked the right question at the right time. Is a guest who just ordered a salad and water more likely to add on a brownie or an apple? With regular suggestive selling, perhaps they get offered a brownie and say no. Maybe the next question is a bit more relevant, but because the first ask was an easy no, they’re likely to round out the upsell questions with “no’s” all around.
The frequency of the questions
You’ve also got to be careful about how many upsells you ask for. Too many, and you’ll leave guests feeling frustrated and impatient. Too few, and you’ll have missed out on revenue. In order to find that optimal balance, you should consistently check in on how your menu flows are performing. Periodically check how much time people spend on each screen and on how many people say yes to which upsells, and make adjustments accordingly.
Once you’ve got the basics down, the question becomes - how do you push your self-order experience over the top? For that, you’ve got to reward the guests who use your kiosks.
Literal rewards - like a seamless point accrual system that earns them dollars off.
Convenience - like Past Order Recall with facial recognition that lets them reorder their favorites in a matter of seconds.
Transparency - like an easy way to access nutritional content and a calorie counter.
Opportunities to connect with your brand - like encouraging a conversation with social media hashtags.