Customer experience in the foodservice industry: innovations that are changing everything (and more to come)
March 14, 2025
The customer experience has changed, and technology has a lot to do with it.
Faster, smoother, more personalized... Customer expectations are changing, and restaurateurs have to adapt to keep pace.
Order in a few clicks, interactive menus, gamified loyalty... What seemed futuristic ten years ago has become the norm in many establishments. And this is just the beginning. New technologies are redefining the way customers interact with restaurants, both in the dining room and on the go.
So, which innovations are already transforming the customer experience? And which ones will take hold in the years to come? An overview of the trends shaping today's and tomorrow's foodservice.
Order and pay in an instant: towards the end of waiting in restaurants?
Nobody likes waiting to order or pay. Between timed lunch breaks and evenings when service is under strain, speed has become a basic expectation. Technology has changed the game by streamlining every stage of the customer journey.
QR codes and ordering terminals: autonomy and time savings
Scan a QR code to access the menu, order and pay from your phone, it's become a reflex. No need to wait for a waiter to take the order or bring the bill, everything is done in just a few clicks. For the staff, this means fewer unnecessary round-trips and smoother service. Result: more tables served and better turnover.
Visit control terminals play the same role in fast food. They speed up the flow, reduce errors and allow customers to take their time without pressure. A good way to increase the average basket while avoiding queues.
Chatbots and voice assistants: book and order in seconds
Chatbots take over on websites and apps to manage reservations, answer frequently asked questions and even suggest dishes. They're no substitute for a good reception in the dining room, but they do save staff time spent on the phone.
Voice assistants are also beginning to make their mark. Ordering a dish or reserving a table by talking on the phone or at a kiosk is fast and convenient, especially for takeaways.
A direct impact on table turnover and sales
Reducing the waiting time between arrival, order-taking and payment increases the number of services per day. Visit fast food or in food courtEvery minute saved has an impact on order volume.
These technologies don't replace human contact, they optimize it. Less friction in the customer journey, more time to focus on welcome and service: it's a win-win situation.
A more engaging experience: personalization and interactivity on the menu
Customers don't just want to eat, they want to experience. The era of fixed menus and impersonal service is over. Today, tech makes it possible to personalize suggestions, involve customers and make the moment more interactive.
Tailor-made recommendations thanks to data
Streaming platforms aren't the only ones recommending personalized content. In restaurants, AI analyzes customer preferences to suggest dishes based on their habits, the time of day or even the weather.
This approach boosts not only the experience, but also the average shopping basket.
Amazon does it with its recommendations, why not the restaurant business?
Interactive menus and augmented reality: immersion on the plate
It's already possible to visualize your meal in 3D before ordering, thanks to augmented reality. Some restaurants are integrating this technology so that customers can see proportions, presentation and even ingredients before making their choice.
"McDonald's in China has integrated interactive touchscreen menus where customers can see animations of dishes and personalize their order live. An approach that improves engagement and speeds up decision-making."Example of use
Commitment and loyalty: when the customer becomes a player
Digital loyalty programs are no longer limited to simple stamped cards. Today, customers accumulate points, receive tailored offers and can unlock exclusive rewards based on their ordering habits. A good way to keep them coming back without having to chase after them.
Some establishments take the experience even further with interactive games. Among the most effective: digital castors.
The principle is simple: after making a purchase, customers can spin a digital wheel (via an app or kiosk) to try and win an immediate benefit: a discount, a free coffee, a half-price meal...
Challenges on social networks and in-room quizzes are also powerful levers. Suggesting that customers answer a question about the brand or share a photo with a hashtag in exchange for a reward boosts engagement and makes them want to come back and try their luck.
The more customers get involved, the more they come back. And with the right mechanics, it's not just a reward: it's a bonding experience.
Technology at the service of the human bond
A restaurant that relies on interactivity and personalization doesn't just follow a trend, it creates an experience that customers remember. And in an industry where word-of-mouth makes all the difference, every interaction counts.
Customers who have a good time don't just come back: they talk about it. To friends and family, on the web, in the online notice. By capitalizing on these levers, you can turn every meal into an opportunity to build loyalty... and make a name for yourself.
From order to delivery: technology for customer comfort
Ordering is one thing. But if collection is chaotic or delivery late, the experience is already ruined. Click & Collect, delivery... every step needs to be seamless.
Click & Collect: saving time for everyone
A good Click & Collect is not limited to offering a withdrawal option. It must fit seamlessly into the service organization:
➜ Optimized slots : avoid peak withdrawals so as not to slow down room service.
➜ Real-time notifications : inform customers as soon as their order is ready, to reduce waiting times.
➜ Kitchen flow management : synchronize Click & Collect orders with in-store orders to avoid overloading the team.
The customer saves time, and the restaurant streamlines its organization.
Delivery: reliability and speed come first
Expectations in terms of Click & Delivery are high: speed, precision and transparency. A late or incomplete order means a lost customer.
Technological solutions optimize every link in the chain:
➜ Reliable time estimation : set realistic, up-to-date deadlines to avoid frustration.
➜ Order tracking : enable customers to find out the status of their order without having to call the restaurant.
➜ Intelligent delivery management : consolidate errands to limit unnecessary journeys and speed up care.
Well thought-out logistics reduce errors, improve customer satisfaction and optimize service profitability.
A frictionless customer experience, both in the restaurant and on the go
The challenge is not to pile on digital tools, but to make them really useful. Poorly integrated technology complicates more than it helps. Well-thought-out technology streamlines every step, from click to plate.
The difference is not in the technology itself, but in the experience it creates.
What will the restaurant customer experience look like in 5 years' time?
What if we designed it together? As expectations evolve, so do technologies. At Obypay, we're always on the lookout for trends and innovations that are transforming the foodservice industry.
Objective: offer our 1,500 customers solutions that truly simplify daily life and enhance the customer experiencein the restaurant or to take away.
Want to see how it plays out in the field? Discover the our customers' success stories or talk directly to our team.
