As restaurants increasingly embrace technology for placing food orders, a new University of South Florida study reveals that digital ordering platforms significantly influence consumer behavior, often leading to more indulgent food choices and increased spending.

Co-authored by Dipayan Biswas, the USF Frank Harvey endowed professor of marketing in the Muma College of Business, the comprehensive study compares the cognitive effects of ordering from a digital screen to traditional methods, including printed menus.

As published in the Journal of the Academy of Marketing Science, major restaurant chains, such as Panera Bread and McDonald's, have introduced touchscreen kiosks, while others like Chili's and Applebee's have implemented tabletop tablets for self-service. Further illustrating the shift towards digital ordering, the use of app-based delivery services, such as Uber Eats, Grubhub and DoorDash, has continued to grow since the COVID-19 pandemic.

According to the U.S. Department of Agriculture Economic Research Service, the pandemic caused significant changes in how U.S. consumers acquire food, particularly in the use of carryout and delivery services. Spending on third-party delivery tripled for quick-service restaurants and nearly quadrupled for full-service restaurants from pre-pandemic levels to late 2022.

"While digital ordering can enhance convenience and efficiency, many consumers will opt for unhealthier food choices and spend more," Biswas said. "Our research highlights the importance of understanding the influence of digital devices on our decision-making."

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