Is the Ziosk digital experience killing your experience?

Ziosk, digital, customer experience

Ziosk is in every casual dining restaurant in America. On every table. Or at least that’s how it feels. Omni present. It creates a digital experience layer on top of the dining experience guests came in to receive. Intended to create magic moments and ease friction, two things we preach, the devices are a bit divisive. Literally. Concepts love them because they ease the load on servers and streamline orders and payment. But how do guests feel?

Because it’s on the table, it’s a constant presence. More than once I’ve watched people who were unsure if the Ziosk was meant to replace the menu or even the server. They stare at it for a while before scrolling through the slides. They pick up the menu and compare the items. They break down and ask the server what exactly the device is. I’ve heard some servers say “That’s my replacement,” creating an awkward moment for the guest. Are they correct? For one generation it will create confusion of when to use it versus server.

Because Ziosk is everywhere it is therefore not unique. It is not ownable by any particular concept or brand. Yes, the screen images are customizable, but the restaurant next door has a Ziosk too with a visual of its own entree and logo on the screen. Anything guests can do on the Ziosk at your table they can do at the restaurant next door. This is great for Ziosk; building familiarity with the product and user experience conventions. But is it great for your brand?

Is it authentic to your concept? For a concept like Olive Garden that strives to be presented as updated authentic Italian, the Kiosk on the table takes guests out of that mode. This is exacerbated by the fact that the Ziosk is also on the table at the traditional American burger joint (Red Robin) and the tex mex fun stop (Chili’s). It’s hard to reconcile this component common to all three of these restaurants. For better or worse, the Ziosk creates an element of each experience that is a unified convention of casual dining: using the Ziosk.

What is a memorable experience you’ve had at a restaurant? Stop reading and think about it. It is likely a great meal, a shared laugh, or a pleasant conversation with family. Some of these specific memories could have only happened around a table. There is something about a group of people, sitting facing each other and sharing food that relaxes us and deepens relationships. Isn’t this why most of us got into hospitality? The human side?

Now think about your most memorable experience playing a game on a mobile device. Or better yet, your most memorable experience of watching your kids play a game on a mobile device. Do you think meals where that behavior is taking place will make the memory banks of your guests? Certainly not.

You’re reducing your experience to commodity, like fast food did. Ziosk and technology are certainly seductive to casual dining. Brands believe they need to create new gimmicks to lure in guests and differentiate from fast casual. You are actually isolating your true advantage, the interaction between guests and servers.

True, servers are fallible. More so than a Ziosk. But a great server can make the meal. More so than a Ziosk. With fast casual and QSR brands adding kiosk ordering, this is actually going to end up with a convention the three categories share. Which sounds appealing to casual dining brands until average check is considered. Tipping the server is an added expense, sure. But an experience with a great, personable server and staff outweighs a good series of button pushes. And I can’t get that just anywhere.

Author: Adam Pierno

Adam Pierno has a one-of-a-kind perspective on restaurant and CPGs. He investigates the connections between strategy, media, digital and business goals employing social media listening, analysis and traditional consumer research to find meaningful insights for brands thinking about their futures.