Food and technology: Using digital devices for restaurant orders leads to indulgent outcomes

Annika Abell (), Dipayan Biswas () and Christian Arroyo Mera ()
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Annika Abell: University of Tennessee
Dipayan Biswas: University of South Florida
Christian Arroyo Mera: University of South Florida

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 6, No 8, 1673-1691

Abstract: Abstract Restaurants are increasingly opting for technological innovations for food ordering. While digital modes of ordering, such as kiosks, tablets, and apps, embrace emerging innovations, can there be unintended consequences regarding the foods purchased and total spending? The findings from a series of studies, including six studies conducted in the field, demonstrate that a digital (vs. non-digital) ordering mode leads consumers to have a more automatic decision making mode and lower cognitive involvement, which results in more indulgent outcomes in the form of unhealthy food orders and higher overall spending. This effect attenuates for consumers with a high degree of technology acceptance and for orders placed earlier in the day. These findings suggest that restaurant managers with the goal of selling healthier options would benefit from having non-digital ordering modes, while managers desiring more indulgent purchases would benefit from having digital ordering modes available.

Keywords: Digital marketing; Healthy/unhealthy food ordering; Technology effects; Restaurant spending; Indulgence (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11747-024-01029-6

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