ATMs & Kiosks
Beyond the counter: How kiosks are revolutionizing the fast food experience
Learn how self-service kiosk preference is pushing QSRs and fast casual to prioritize personalized, engaging digital experiences to boost loyalty and revenue.
May 6, 2025 by Sandra Carpenter — Editor, Networld Media Group
The familiar sight of a fast-food counter, once the undisputed hub of quick-service and fast-casual restaurants, is increasingly being complemented — and in some cases, even replaced — by sleek, interactive kiosks. This shift isn't just about aesthetics; it reflects an evolution in consumer expectations and a strategic imperative for operators to deliver more than just a quick meal.
Tillster, a provider of digital ordering solutions, conducts an annual Phygital Index Report to analyze the blending of physical and digital experiences in the restaurant industry, highlighting the utility of self-service technologies and key consumer trends. The 2025 report offers insights into the evolving role of kiosks.
Key findings include:
- Price sensitivity: 45% of diners report visiting restaurant chains less often due to rising prices. To balance budgets, 38% are choosing lower-priced items, 33% are buying fewer add-ons, and 30% are using loyalty programs/offers more often.
- Value defined: Price (59%), quality/freshness of food (56%), and order accuracy (33%) are the top factors influencing diners' perception of value.
- Kiosk preference: 61% of kiosk users desire more kiosks in restaurants, a record high, up from 57% in 2024 and 36% in 2023.
Kiosk Marketplace reached out to Hope Neiman, CMO at Tillster, via an email interview to discuss the findings more in-depth.
Q: How have consumer expectations around kiosk usage evolved in the last few years, and what does this mean for how QSRs and fast casual restaurants should be thinking about self-service experiences?
Neiman: Consumer expectations around kiosks have undergone a dramatic evolution, and demand reached new heights this year. According to Tillster's 2025 Phygital Index Report, 61% of consumers said they wanted more kiosks in restaurants — that's up from just over a third of diners who said the same in 2023. Kiosks are no longer a 'nice-to-have' technology, and QSRs and fast casual operators must view them as a strategic investment for revenue and customer experience. They provide convenience, customization and control that the modern diner craves. This means thinking about kiosks as more than hardware, but also using software to aid in creating strategies to encourage usage — including aspects like digital interface design and physical location.
Physically, kiosks should be positioned in high-visibility, high-traffic areas. If guests don't encounter them early in their journey, they're less likely to use them. Digitally, kiosk interface design should balance efficiency and exploration — offering clear, streamlined paths for 'beeliners' who know exactly what they want, while also enabling 'explorers' to browse without feeling overwhelmed. Visual hierarchy, bold imagery, upsell prompts and real-time personalization are all crucial elements that should guide the experience. Most importantly, kiosk experiences must be intuitive and consistent with other ordering channels. Self-service experiences are now the preferred ordering method amongst consumers, and operators must take steps to strategically integrate the technology or they risk falling behind.
Q: In what ways are kiosks helping operators move beyond transactional ordering to deliver more personalized, engaging experiences for guests?
Neiman: Kiosks are a valuable way to engage with guests beyond just ordering, and their large interfaces, upsell capabilities, and customization options empower guests to take dining experience into their own hands. But, personalization is the real differentiator. When connected to loyalty systems, kiosks can recognize returning users, suggest relevant upgrades and surface timely promotions, turning the standard ordering process into a curated experience. For instance, kiosks can highlight suggested customizations or add-ons based on that guest's previous purchases. This not only drives guest loyalty, but is a key revenue opportunity as 76% of kiosk users say they order more items than intended at least some of the time. And even without someone being a 'known' user, new AI recommendation tools take into effect location or time of day to provide a more personalized experience.
Additionally, kiosks let consumers order exactly how they want. Operators can design interfaces that surface previous orders to create an efficient ordering experience, or promote new menu items for more adventurous diners. This allows them to directly address the needs of each consumer every time they use a kiosk. Personalization is a powerful driver of brand affinity, and kiosks are essential to bringing that connection to life. When guests feel like a brand truly 'gets them' — recognizing their preferences and anticipating their needs — even a quick meal can transform into a memorable experience. Investing in kiosks isn't just a technology upgrade; it's a strategic move to create meaningful, lasting impressions that keep guests coming back."
Q: The report shows that guest loyalty is increasingly up for grabs — how can kiosks be used as a tool to deepen guest connection and reinforce repeat visits?
Neiman: One thing is very clear: consumer loyalty is in flux — 33% of diners say their favorite restaurant has changed in the past year. They're redefining what value means, placing greater emphasis on the overall experience rather than just price. Now, things like order accuracy and quality of food — in addition to price — are the defining features that make a dining experience 'worth it.' Kiosks reduce friction and make loyalty feel integrated into the ordering journey. Guests can view past orders, apply points and find surprising new menu items based on their preferences, transforming loyalty from a passive points system into an active relationship builder.
The more a guest feels seen and rewarded, the more likely they are to return. It's a fight for loyalty between QSRs and fast casual chains, and investing in technologies — like kiosks — that allow operators to strengthen guest retention while driving revenue is crucial to navigating revenue fluctuations from a changing economic climate.
Q: How can brands use kiosks to deliver value beyond price discounts?
Neiman: Kiosks give QSR and fast casual brands a unique opportunity to deliver on the new definition of value that goes beyond just price. While affordability remains important, today's consumers are increasingly measuring value through the lens of quality, convenience and personalization. Kiosks empower guests to modify items to their exact preferences without any pressure or confusion, giving them control over their experience.
That sense of agency not only boosts satisfaction, but also makes each visit feel more personal and engaging. 62% of kiosk users say they have been surprised by menu items or order customizations, giving operators the opportunity to 'surprise and delight' guests. When designed thoughtfully, they can surface unexpected add-ons, highlight new or regional menu items or suggest combinations guests hadn't considered. These small discoveries can make the experience feel fresh and curated, increasing the perceived value of the visit without altering base pricing (and even leading to increased revenue). Kiosks are much more than transactional tools. They are experiential touch points that can build lasting brand affinity.
About Sandra Carpenter
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