Automated Retail & Kiosk Innovation Show

The human touch: How kiosks are transforming retail, restaurants

Self-service kiosks have evolved from a novelty to an essential tool in retail and restaurants, streamlining operations and improving customer experience by allowing staff to focus on more complex tasks.

Image: Willie Lawless/ Networld Media Group

September 22, 2025 by Mandy Wolf Detwiler — Editor, Networld Media Group

The self-service kiosk, once a clunky novelty, has evolved into a sleek and essential fixture in the modern retail and restaurant landscape. No longer confined to the express lane of a grocery store or the lobby of a fast-food giant, these interactive terminals are now a strategic tool for businesses of all sizes, promising to streamline operations and elevate the customer experience.

From the quick-service restaurant where a kiosk can handle multiple orders simultaneously, reducing lines and freeing up staff for food preparation and customer service, to the retail store where a screen can offer an "endless aisle" of products and manage returns, the technology is reshaping how we shop and dine.

This transformation, however, isn't without its challenges, as businesses must balance the efficiency of automation with the need for human connection, ensuring the user interface is intuitive for everyone and that technical glitches don't lead to customer frustration. The future of kiosks in these industries hinges on their ability to not just take an order, but to become an integral part of a seamless and satisfying brand interaction.

At the Automated Retail & Kiosk Innovation Show in Tampa, Florida, December 10-12, attendees of the kiosk track will learn the key principles of touch interface design, ensuring customers leave satisfied and more likely to return.

Panelists of the "Seamless Self-Service: Crafting Kiosk Experiences That Build Brand Loyalty" session include:

Guy Carmeli, founder and owner of Pasta di Guy.
Filippo Fiori, co-founder and CEO of Due' Cucina Italiana.
Rebecca Kahn, senior director of master franchising operations for North America — Canada, USA, Mexico forGong cha Global.
Sassan Rahimzadeh, president of Arya Cleaners.
Christopher Sebes. Strategic advisor for Tillster.

The panel is sponsored by INFI and will take place at 11:15 a.m. on Thursday, Dec. 11.

The human touch

Despite some public apprehension, the modern self-service kiosk is not designed as a replacement for human employees, but rather as a powerful tool to empower them. By automating repetitive and transactional tasks — like taking orders, processing payments and managing loyalty programs — kiosks free up staff to focus on more complex, value-added activities. In a restaurant, for example, a kiosk can handle a rush of a dozen orders at once, allowing employees to prioritize preparing food, ensuring its quality and speed. In retail, this same principle applies: instead of being tied to a cash register, an associate can be on the floor, offering personalized product recommendations, troubleshooting issues and providing the kind of genuine, human interaction that builds customer loyalty. The true innovation lies in this partnership between man and machine, where the kiosk handles the rote while the employee provides the soul of the service experience.

"When people approach a kiosk, they don't just want efficiency — they need to feel confident that they're doing things correctly, that their choices have been registered, and that help is available if needed," Fiori said in an email interview. "Good design borrows from the cues of human interaction: clear instructions act like a friendly greeting, intuitive navigation works like a helpful guide pointing you in the right direction, and timely feedback mirrors the nod or confirmation you'd expect from a person. Embedding those principles into the interface reduces frustration, builds trust, and makes the experience feel more natural and human. At the same time, kiosks should complement — not replace — team members. No matter how good the design is, nothing substitutes for the warmth and adaptability of a great employee.

"Ultimately, the success of a kiosk program depends not only on the design itself but also on how kiosks are integrated into the restaurant experience and how employees interact with both the technology and the customer."

Self-service kiosks are becoming a vital part of retail and restaurants, not by replacing human employees, but by assisting them with transactional tasks like taking orders and processing payments. This allows staff to focus on more complex, value-added activities that enhance the customer experience and build brand loyalty.

KPIs for kiosk UX

To define and measure the success of a kiosk's user experience, you have to look beyond simple transaction metrics. While it's easy to track the number of orders or sales, true success lies in understanding the kiosk's impact on customer satisfaction, brand perception and return visits. As Sebes notes, the in-person kiosk experience is unique and requires a different approach to measurement than mobile or web interactions.

User segmentation and A/B testing: A key part of measuring success is understanding your user base. Some users prioritize speed, while others prefer to explore. By segmenting these two groups, you can track their distinct behaviors. You should also use A/B testing to try new features and designs, ensuring that changes improve the experience rather than causing unintended negative consequences.
Task completion rate: This metric tracks the percentage of users who successfully complete their intended task, whether it's placing an order, finding a product or checking in for a service. A high completion rate indicates an intuitive and efficient design.
Error and abandonment rates: Closely linked to the completion rate, these metrics measure how often users encounter errors or abandon their interaction before finishing. High error and abandonment rates can signal a confusing interface, technical glitches or a frustrating user journey.
Customer feedback and surveys: Qualitative data is just as important as quantitative data. Implementing a quick, optional survey at the end of the transaction or using a feedback button can provide direct insight into user satisfaction. Questions can gauge ease of use, speed and overall satisfaction.
Return visit and repeat usage rates: This metric indicates whether a positive kiosk experience encourages customers to come back. While it can be difficult to link a single kiosk interaction to a return visit, loyalty program data or in-app usage can help connect the dots. A satisfied customer is more likely to become a repeat customer.

By focusing on these metrics, businesses can gain a more comprehensive understanding of their kiosk's true impact on the customer journey and their overall business goals.

"The success of the kiosk experience is intrinsically different to a mobile or web interaction and therefore should be measured differently," Sebes said. "On a kiosk, half the users are about speed and the other half love exploring. By measuring those groups separately, the success of the UX can be evaluated for both constituencies. It is also important to A/B test new user experiences to make certain that changes are improving the experience and not creating unintended consequences."

Speeding up orders

Beyond their basic function of facilitating quick transactions, kiosks can be powerful tools for building a memorable brand experience. By focusing on thoughtful UX design, businesses can ensure the kiosk becomes an extension of their brand's identity, not just a utilitarian machine. This involves using brand-consistent visuals, sounds and messaging that make the interaction feel seamless and personalized.

For instance, a coffee shop's kiosk could mirror the cozy, rustic aesthetic of its physical store, while an innovative tech brand's kiosk could feature a sleek, futuristic interface. Furthermore, the design can be leveraged to create a more engaging experience through interactive elements, such as customized recommendations, loyalty program integration, or even simple, delightful animations. The goal is to transform the transactional process into a moment of positive engagement, leaving the customer with a favorable impression that encourages them to return.

"Kiosks do more than speed up orders," Carmeli said. "With the right UX design, they show who you are as a brand — through visuals, tone and flow. They also make it easier to upsell, reduce mistakes and collect customer data, which is essential in today's market."

To register for the Automated Retail and Kiosk Innovation show, click HERE.

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About Mandy Wolf Detwiler

Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.

An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.

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