The pandemic accelerated the adoption of QR menus and digital ordering by years.
Now that the world is returning to normal, many of these innovations turn out not only to be here to stay, but genuinely valuable for restaurateurs and guests alike. But do they fit your specific restaurant and concept? In this in-depth guide we set out the 7 concrete benefits of QR menus and digital ordering, the options to choose from, the pitfalls to avoid, and how to make the right choice for your situation.
What exactly is digital ordering?
Digital ordering is an umbrella term for various technological solutions that modernize the traditional ordering process in restaurants. Depending on your concept and audience, several options are available:
- QR menu (digital menu): Guests scan a QR code at the table and view the full menu on their own phone. They can take their time choosing and call the server when they're ready to order.
- QR ordering (scan and order): Guests scan, browse the menu, and can order and pay directly via their phone. The order arrives automatically in the kitchen.
- Tablet tables: Tablets are permanently mounted on every table for guests to order themselves. Popular in Asia and increasingly in Europe.
- Ordering kiosks: Free-standing ordering terminals where guests enter their order, popular at fast-casual and fast-food restaurants.
- Restaurant app: Your own app for ordering, paying and loyalty programmes. Especially interesting for chains or restaurants with many returning guests.
- Hybrid systems: Combinations of the above, where guests can choose how they want to order.
The benefits of digital ordering are measurable and significant. Below are the 7 most important ones, from a higher average spend to richer guest data.
1. Higher average spend through upselling
Research consistently shows that digital ordering increases average spend per guest by 12-22%. There are several reasons for this phenomenon:
- Guests see the whole menu with appealing photos, which tempts them more.
- They take more time to choose without the pressure of a waiting server.
- Upselling suggestions are shown consistently with every dish.
- Ordering more is easier because guests don't have to wait for staff.
- The threshold to order another drink or dessert is lower.
2. Less pressure on your staff
Digital ordering drastically reduces the time needed for repetitive tasks such as bringing menus, taking orders, processing changes and handling bills. Your staff can therefore focus on what really matters: hospitality, problem-solving and creating memorable moments.
This doesn't mean you need fewer staff, but rather that your staff can work more effectively. Instead of walking back and forth to take orders, they can give more attention to the guests who need it.
3. Faster table turnover
No more waiting for the server to bring the bill or to pay. During busy periods, this saves precious minutes per table that translate directly into extra revenue. Guests who are finished can pay immediately and leave whenever they like.
At the same time, guests don't feel rushed - they decide when to pay, not when the server has time to bring the bill.
4. Fewer ordering errors
Misunderstandings between guest and server are a thing of the past: the guest types in exactly what they want. Allergens, dietary requirements and specific preferences are captured directly and correctly. This reduces errors, speeds up the kitchen, and prevents disappointed guests and wasted food.
For guests with allergies or intolerances, digital ordering is particularly valuable because they can calmly check all the ingredients without feeling awkward.
5. Always up-to-date menu & lower printing costs
Has the price changed? Is a dish sold out? Want to launch a seasonal menu or add a daily special? With a digital menu you adjust it in seconds. Compare that with physical menus that have to be printed, replaced and distributed.
It also makes you more flexible for price experiments and quick adjustments based on stock or popularity. On top of that, you save on printing costs and paper and the menu never gets dirty or damaged, which contributes to your sustainability goals.
6. Valuable data & guest insights
Digital menus deliver a wealth of analytics:
- Which dishes are viewed often but not ordered? This points to a pricing or presentation problem.
- What are the popular combinations? This helps when putting together deals or suggestions.
- At which times are which categories viewed most?
- How long do guests take on average to make their decision?
This data helps you make better decisions about your menu, prices and presentation.
7. A more modern guest experience & shorter waits
Scanning a QR code, browsing at leisure and ordering in a tap feels effortless and contemporary - exactly the kind of experience many guests now expect. Because nobody has to wait for a server to be free, the moments of waiting that frustrate guests most simply disappear.
Menus also no longer have to be passed from hand to hand, which feels more hygienic, and the polished digital touch reinforces a professional, forward-looking impression of your restaurant.
An honest look at the drawbacks and objections
Digital ordering isn't for everyone and not for every situation. Here are the main objections:
1. Loss of personal contact
For many guests, interacting with staff is an essential part of the restaurant experience. The personal recommendation of a server, the chat about the weather, the interaction that makes eating out special - all of this can diminish with full digitalization.
The solution is a hybrid approach where technology takes over repetitive tasks, but personal interaction is preserved for the moments that matter.
2. Accessibility for all guests
Older guests, people without a smartphone, guests with visual impairments, or simply people who'd rather not use technology while eating - for them, QR menus can be frustrating. Always provide a physical alternative and train your staff to handle this graciously.
Accessibility also means your digital menu must work for people with disabilities: good contrast, legible font sizes, and compatibility with screen readers.
3. Technical problems at the wrong moment
Wi-Fi that stutters, websites that won't load, dead phone batteries, QR codes that won't scan in poor light - technology can fail at exactly the moment it's busy. Have backup options and train your team to switch smoothly to traditional service when technology fails.
4. Upfront costs and ongoing maintenance
Good digital ordering solutions cost money: licence fees, implementation, integration with your POS system, and ongoing maintenance. Cheap solutions often deliver frustration and a poor impression. Work out the investment and compare it with the expected returns.
5. Resistance from staff
Some employees see digitalization as a threat to their job or as a dehumanization of their craft. Communicate clearly that technology supports rather than replaces them, and involve them in the implementation.
Which solution fits your restaurant concept?
The choice for digital ordering depends heavily on your concept, audience and positioning.
Fine dining restaurants
For fine dining, fully digital ordering usually isn't a fit. The personal service, the chef's explanations, the sommelier recommending wines - these are essential parts of the experience that you don't want to replace with technology.
That said, a QR code to an extensive digital wine list can be a subtle and valuable addition. Guests can browse hundreds of wines at their leisure with detailed descriptions without the sommelier having to be constantly present.
Casual dining restaurants
QR menus as an option - not an obligation - work excellently here. Keep personal service for guests who want it, but offer digital as an alternative for guests who want to order faster or prefer to choose calmly on their phone.
Digital re-ordering can also work well: you take the first order in person, but guests can order extra drinks or dessert themselves.
Fast-casual restaurants
This is where digital ordering kiosks and QR ordering excel. Guests' expectations around speed and efficiency make this an excellent match. Guests don't expect extensive personal service and appreciate the speed that digital ordering offers.
Terraces, festivals and large events
QR ordering drastically reduces waiting times and legwork. At large terraces or events where staff have to cover great distances, digital ordering is almost essential for a good experience. Guests can order whenever they like and the food is brought without endless waiting.
Best practices for successful implementation
The way you implement digital ordering determines its success.
1. Opt for a hybrid approach
Offer both digital and physical and let guests choose. Some prefer digital, others want personal service. By offering both, you serve everyone optimally.
2. Invest in an excellent user experience
A slow, cluttered digital menu is worse than no digital menu at all. Invest in professional web design that loads fast, navigates intuitively, and looks professional on every screen size.
3. Train your staff thoroughly
Your team must be able to help guests with the technology, know when to step in personally, and be able to explain the benefits to sceptical guests. Make them ambassadors for the new technology.
4. Invest in professional photography
Digital menus without good photos are missed opportunities. With digital ordering, photos are even more important than with physical menus because they're the primary way guests judge dishes. Invest in professional food photography.
5. Test extensively before launch
Test your digital menu on different phone brands and screen sizes, under different Wi-Fi conditions, with users of varying ages and technical skills. What works on your phone may not work for everyone.
6. Monitor and optimize continuously
Analyze the incoming data: which dishes are viewed but not ordered? Where do guests drop off in the ordering process? Use these insights to keep improving.
Integration with your existing systems
The most powerful solution integrates digital ordering seamlessly with your reservation system and POS system. Guest profiles, preferences and order history then come together, making personal service possible despite the digitalization. That seamless integration starts with the till itself, so it's worth taking the time to choose the right POS system.
A guest who indicated through the reservation system that they eat vegetarian automatically sees the vegetarian options highlighted in the digital menu. The order history helps with personal recommendations: "Last time you chose the osso buco, tonight we have a similar braised dish as a special."
The future of digital ordering
Digital ordering keeps evolving. In the coming years, expect more integration with AI for personal recommendations, voice-driven ordering, and seamless payment options. The restaurants that invest in solid digital infrastructure now are prepared for these developments.
Conclusion: technology as a tool, not a goal
Digital ordering and QR menus are no longer a gimmick, but serious tools for efficiency and revenue growth. The 7 benefits above - a higher average spend, less pressure on staff, faster turnover, fewer errors, an always-current menu, valuable guest data and a more modern experience - all point in the same direction. The key to capturing them is choosing the right solution for your specific concept and audience, and always offering a personal alternative.
Technology should enhance the guest experience, not replace it. Use digital tools to automate repetitive tasks so your team has more time for what really matters: creating memorable moments for your guests. With that mindset, digital ordering becomes a powerful tool in your restaurant.