“Pressured” Menu Ordering and Waiting Line
Or why do people get bothered more with waiting lines behind when ordering with self-service kiosks?
So we’ve all experienced waiting in line at some point, especially when we’re out and about enjoying the hospitality industry. Whether you’re waiting to check in at a hotel, access attractions at a theme park, or order food at a restaurant, queues are an integral part of the experience.
But picture this: you’re at a bustling fast-food joint, and you’re starving. You finally get to the front of the line and start perusing the menu, trying to decide what to order. But as you scan the options, you can’t help but feel like all eyes are on you. You notice the people behind you shifting their weight impatiently, and you start to feel pressured to make a quick decision.
This is a scenario that many of us can relate to, especially in the fast-casual and quick-service segments of the restaurant industry. Waiting in line and ordering in front of others can be stressful, and the presence of a crowd can make it even more challenging to decide what to eat.
While academic research hasn’t delved too deeply into this phenomenon, industry insiders are taking notice. For example, a simulation test by Wendy’s revealed that some participants became visibly anxious in the presence of other customers waiting, with some even turning around to count the number of people behind them and motioning for others to pass by so they could take more time to decide.
To provide scientific evidence for this speculation, my colleague and I recently conducted conference-awarded experimental research to investigate whether the presence (vs. absence) of a waiting line can have a significant impact on how we order our food. As a result, we did reveal that the people closest to us, like those standing behind us in line, can make us feel pressured to make quick decisions or choose menu items we might not have otherwise picked.
When there’s a long line, customers tend to hurry up, spend less, and miss out on trying new things from the menu. While it’s good for the restaurant to have fast service, they also need to make sure people stay interested in what they’re offering. Coming up with tasty new treats is important for the restaurant’s yearly earnings but what if pressured customers by the long waiting lines behind do not ever try them?
Self-service technology and the “waiting line” pressure
Surprisingly, this phenomenon has been largely ignored by hospitality scholars — until now. Well, folks, have you noticed how technology has been taking over the restaurant scene lately? Self-service technology is the newest craze in the restaurant industry, allowing you to order your meal without having to talk to a single employee. And get this, self-service technologies are popping up everywhere, from fast food joints like McDonald’s and Wendy’s to fancier places like Applebee’s, Chipotle, and Shake Shack. It’s no wonder they’re becoming so popular, especially since it helps restaurants cope with the rising labor shortages.
Going back to the “waiting line” matter— with the rise of self-service technologies in restaurants, the issue of waiting lines and their impact on menu ordering behavior has come to the forefront. Customers using self-service kiosks, for example, may feel even more pressure to make quick orders due to their increased control over the ordering process. This heightened sense of responsibility for transactional speed and the impact on others’ waiting times can lead to pressured ordering behavior.
What restaurant businesses can do then?
While research on this topic is still in its early stages, it’s clear that waiting lines can have a significant impact on how we order our food. So let’s face it, waiting in line to place your order at a restaurant can be a real bummer. But what if businesses could make it more fun and entertaining for you?
Take Slutty Vegan, for example. This vegan restaurant chain knows how to party and they’ve turned their waiting lines into a lively atmosphere complete with music and food. And their staff members even make appearances in the lines to make the experience even better!
But every restaurant is different, so it’s important for businesses to choose entertainment that fits their target audience and brand image. A fancy restaurant might offer some reading material, while a family-friendly spot could provide mini-board games or coloring books for the little ones. And with technology these days, restaurants can even offer digital entertainment tools like tablets or TVs to keep you occupied.
But what if there was no line at all? That’s where virtual queue systems come in. You could create your own menu order app or use an existing platform like Yelp Waitlist. With a virtual queue, there’s no physical line for customers to see, so they won’t feel like they’re waiting forever. This can be a great option for busy restaurants, and it’s way less stressful for customers than standing in a long line.
With the right mix of tech and entertainment, restaurants can satisfy their customers’ cravings for both great food and a great (waiting) time, leaving them eager to come back for seconds (and thirds)!
Author’s note:
Hey there! My name is Wangoo Lee and I’m a researcher who’s really interested in travel and hospitality experiences. I’ve spent a lot of time studying the impact of waiting lines on customer behavior, as well as exploring ways to make self-service menu ordering more fun and engaging through gamification.
