Why Self-Order Kiosk Placement Matters
Store layout influences ordering behavior. And ordering behavior can make the difference between a normal check average, and a check average boosted by 15%.
Concepts with kiosks at the counter see more than 90% of orders come through kiosks on average. Concepts with kiosks off to the side or further from the counter see on average 20 – 30% of orders come through kiosks. Why does that matter?
Take Store One and Store Two. They are identical, except for the placement of their kiosks…
STORE ONE - Cashier Front & Center
The POS terminal is placed in the immediate view of guests as they walk in the store. Most guests will stand in line for the cashier (70-80%), while some will find the bank of kiosks off to the side (20-30%).
STORE TWO - Self-Order Kiosks Front & Center
Guests are immediately guided towards the Self-Order Kiosks once they walk in the store. More than 90% of guests will use them, while the remaining orders will be absorbed by the cashier.
Let's suppose that today, each store had 100 customers come in for lunch.
At Store One, 25 customers ordered at the kiosks. At Store Two, 95 customers ordered at the kiosks. Thanks to Intelligent Upsell®, customers who ordered at kiosks spent an average of 15% more than those who ordered with a cashier: $11.50 per kiosk order and $10 per POS order.
(25 * $11.50) = $287.50
(75 * $10.00) = $750.00
Lunch Rush Revenue = $1,037.50
(95 * $11.50) = $1,092.50
(5 * $10.00) = $50.00
Lunch Rush Revenue = $1,142.50
Thanks to its countertop kiosks, Store Two sees about $100 more per day at lunch. Over a year, that’s a $36,500+ revenue boost. Just at lunch time.
To sum it up, kiosk placement matters.