Digital ordering technology has become a necessity for businesses across a number of different customer-facing industries. Those looking to check into a hotel or order their favourite fast food expect fast, frictionless interactions that remain personal to them.
This change in expectation has seen many operators evaluating where their next digital investment should be focused. And unfortunately for many businesses, they don’t have unlimited budgets or flexible implementation timelines, meaning they often feel forced to prioritise one channel over another.
Two leading channels that are at the centre of this are self-service kiosks and mobile ordering apps, with both promising improvements but achieving them in very different ways.
The argument isn’t which is better, and for those looking at their next investment, there should be a focus on which one aligns with commercial objectives and customer behaviour. In many cases, the strongest long-term strategy involves both, as we’ll explain here.
While self-service kiosks and mobile ordering apps are often discussed in the same category, the reality is that they solve different customer and operational challenges.
A self-service kiosk is an on-site ordering touchpoint that allows customers to browse products and complete highly customised orders at their own pace. They immediately create additional ordering capacity without increasing the physical queue or placing additional pressure on staff.
Mobile ordering apps extend the customer journey outside the four walls of the quick service restaurant (QSR), hotel, or retail store. From the palm of their hand, customers can order and pay for products before they arrive and simply collect them or have them delivered to their home.
The operators who are genuinely transforming the customer experience to better align with their audience’s expectations are no longer seeing these two channels as competing investments. They view them as complementary instead and are looking for how they contribute to the broader omnichannel strategy.
Return on investment is often the defining KPI for many commercial leaders who are tasked with evaluating digital ordering technologies like kiosks and apps.
Unfortunately, it's not as simple as looking at which channel has the lower initial purchase cost and picking that one. The customer journey is too complex and broad a concept to warrant such a binary decision.
For instance, self-service kiosks typically require a steeper investment in hardware and its installation, often in multiple locations. However, the impact of this is visible almost overnight, especially in high-volume environments where increasing the flow of customers from browsing to purchasing can directly influence revenue.
Kiosks also reduce the pressure on customers to make decisions quickly, giving them more time to browse and be persuaded by upsells and upgrades. The result? Larger basket sizes and increased average order values when compared with inconsistent staff-led ordering that relies on the persuasive tactics of an individual.
Mobile ordering apps generate value very differently. Whereas kiosks enhance the value of individual transactions, apps help retain customers by encouraging repeat visits and loyalty. They also help to deliver hyper-personalised promotions through in-app offers delivered via push notifications. All this creates significant lifetime value.
The speed at which each solution delivers a return on investment depends largely on the operating model. A hotel or QSR may see faster returns from a kiosk estate because of the high volume of transactions in-venue, whereas brands with repeat purchase behaviour may see greater value from mobile ordering.
ROI isn’t determined by the technology but by how well it aligns with how those businesses’ customers behave and what commercial objectives they wish to achieve.
How the customer experiences these new technologies should sit at the centre of any investment decision. Even the most apparently beneficial technology will struggle to deliver the required kiosk or mobile ordering app ROI if audiences fail to embrace it.
Self-order kiosks' benefits are at their most effective in busy environments where speed and convenience are paramount.
Empowering audiences to fulfil their own orders not only reduces queues but also allows customers to move through the ordering process at their own pace. This is particularly beneficial for customers with complex dietary requirements and those living with disabilities, as many kiosks, including those supplied by Evoke, comply with the European Accessibility Act (EAA).
Mobile ordering apps appeal to a different set of customer needs, allowing customers to engage with the brand before arriving at the store. By letting them save items and access loyalty rewards, brands can offer a highly convenient experience for returning customers.
A challenge we hear a lot is how customer experience varies depending on the occasion, further emphasising the need for a blended investment. A hotel guest might use the mobile app to book a room or purchase a late check-out, and then, on arrival, that same guest may also enjoy the speed and convenience of a self-service kiosk to check in.
While the customer-facing benefits dominate the discussions, how these technologies help daily operations should also play an equally important part in investment decisions.
Self-service kiosks allow front-of-house teams to focus on higher-value interactions with customers by reducing time spent behind a till. This small shift in role can leave audiences with a more positive opinion of that brand because they’ve been helped by a member of the team who would have otherwise been processing simple transactions.
Mobile ordering apps also improve efficiency, but may shift operational demands elsewhere. This may see businesses having to adapt fulfilment processes or manage a greater number of digital orders, ensuring back-of-house teams can keep pace with demand.
Integration with the existing tech stack is a critical, but all too often overlooked consideration. Kiosks and apps need to slot in seamlessly alongside POS systems or kitchen management platforms if their positive effects are to be felt sooner rather than later.
How this software scales should also be considered, as the growth of physical and digital estates puts greater pressure on proactive monitoring and centralised management to protect uptime and maximise mobile ordering app or kiosk ROI.
The most successful projects begin with the existing design of the customer journey and the operational capacities, which then inform which technology is selected first.
Selecting these technologies is too complex for there to be one universal answer as to which one delivers the best ROI.
Businesses with queue management issues that are putting undue pressure on labour may find kiosks deliver the most immediate operational benefits. On the other hand, brands that have highly engaged customer bases who like to make repeat purchases may prioritise mobile ordering first.
Typically, a phased approach is the best starting point for most organisations. Testing one channel and measuring its performance reduces risks around future roll-outs while strengthening internal confidence at the board level.
Both kiosks and mobile apps play important roles in modern customer journeys while solving very different business challenges.
Rather than looking for a single winner, operators should focus on identifying where the greatest friction exists and which technology is best positioned to remove it.
The future for many UK industries isn’t self-service kiosks or mobile apps. Rather, it's an integrated combination of both.