Digitizing the Dining Process? In-Person Interactions Still Matter Most

It’s common practice for fast-casual restaurants to prioritize online orders. Many have at least one team member man the station during a shift.

Popular coffee chains have a barista dedicated to purchases through their app. Some Tex-Mex joints have a machine spitting out online orders as they come through on the website. Quick-fired pizza giants have staff pop in and out of the prep line making pizzas for people who aren’t even in the restaurant.

Online ordering allows fast-casual restaurants to increase the number of orders per hour, while interactive tablets at tables get diners in and out quickly, allowing for a fast table turnover.

The fast-casual concept has proven extremely successful: Diners rank “casual dining”, “fast food”, and “fast casual” spots as the most popular restaurant styles in the United States. Speed is at the top of diners’ minds, and digital tools continually make dining out faster and easier.

But what are the real consequences of the technology takeover? For diners, it can mean a disappointing in-person experience.

Don’t miss out on dine-in profits

Sadly, walk-in customers are used to being ignored by overworked staff preparing countless online orders. And with managers constantly watching labor costs, the problem compounds the busier it gets.

Many guests are either looking to enjoy their meal onsite or submit their to-go order in person instead of over the phone or on a computer. Fast casual restaurants offer a cheaper way for families to enjoy a night out, but the flood of online orders often leaves a bad taste in diners’ mouths (at least the ones who are present).

However, the in-person diner should not be sacrificed at the cost of convenience – especially since they make up a significant share of the revenue.

Market research firm Allied Market Research reveals that the dine-in element of fast-casual restaurants “held the highest market share in 2022” – in-person service is an essential part of sales. That same report also predicts that the global fast-casual restaurant market will continue to grow by more than 10% in the next few years.

Another interesting stat from Allied’s research: American diners prefer paper menus to QR codes, and they enjoy discussing menu options with real people. No matter how advanced the industry gets, simplicity is still in demand.

The virtual influence of real-life guests

The convenience of fast-casual style dining is paramount to the overall experience – but restaurants must find a balance between serving up speed and quality service.

Higher cost of living affects diners’ choices now more than ever. Guests want the ultimate value for their money. Menu prices as well as experience are becoming key factors in these dining decisions, which is why the fast casual experience provides such a great solution for the diner on a budget. Guests can sit down and enjoy a meal out without breaking the bank.

Now that there is a multitude of options in the fast-casual market, guests can be picky.

A study on Customer Restaurant Choice shares how the decision-making process is becoming increasingly involved. From researching ingredients to checking out online reviews, diners are doing their research before spending their money.

Fast casual restaurants have to take the “word-of-mouth” factor seriously. Social media and food review sites make it easy to share opinions. As companies take advantage of technology to boost revenue, they also have to accept the fact that how operations pan out in real life will make their way into the digital world.

Getting back to service basics

There’s no secret sauce when it comes to keeping guests happy. In general, restaurants just need to put people first.

It’s easier to take a few extra minutes fulfilling an online order than apologizing for ignoring a customer who showed up for a friendly in-person experience. Managers would do well to set aside enough labor during peak hours so in-person guests are not pushed aside for an onslaught of online orders.

Employees need attention, too. If the emphasis is only placed on one area of service, that’s what team members will prioritize.

Take a cue from certain brands that are known for convenience and quality – designate staff for fulfilling online and to-go orders. Interacting with patrons in person may not come naturally to everyone, especially in an increasingly isolating digital age. Crosstrain everyone so that employees can shine no matter what role they’re in.

Professional development will keep staff feeling comfortable interacting with guests in a fast-paced environment. The more employees enjoy the experience of serving, the more guests will enjoy dining – and spreading the word about it.