Why kiosk placement affects guest choices

In one example, a restaurateur invested heavily in digital equipment but put the self-service kiosks in the far corner of the dining room, behind the cashier, supposedly to avoid “disturbing the main flow” of guests.

Kiosk usage did not exceed 10% in the first month. After the machines were moved into the guests’ path, that figure rose to 60% within two weeks. The hardware stayed the same; the author of the account attributes the change to guest psychology, not equipment.

First impressions: kiosks at the entrance

Placing kiosks at the entrance rests on the assumption that guests arrive open to new experiences and ready to choose how to order. The reasoning behind this approach is that the first impression is an opportunity to introduce restaurant automation. A kiosk the guest does not notice might as well not exist.

Kiosks at the entrance are among the first options a guest sees. Research suggests that 70% of people choose from the first three options they see (no source is given). By placing kiosks at the entrance, operators aim to tap into this readiness to choose.

Separate lines for different ways to order

The main rule of guest flow management is that lines for counter service and digital ordering must never cross. When they merge, confusion grows and service efficiency drops.

Data from McDonald’s suggest that separating these flows can increase throughput by 40% (no source is given).

The “Magic Triangle” and choice of location

Another example involves a small burger chain. Its “Magic Triangle” layout placed two kiosks near the entrance and one in the center of the dining room. According to the account, lines disappeared and average order value rose by 28% after the chain introduced the layout.

The owner explained his observations in terms of guest temperament: “We created comfort zones. Extraverts headed for the central kiosk, while introverts gravitated toward the peripheral ones.” No data supporting this explanation is given.