Digital Ordering Screens in Hospitality: Trend or Lasting Solution?

Are Digital Ordering Screens in Hospitality a Trend or a Lasting Solution?

The hospitality industry is at a crucial turning point. Digital ordering screens — from self-service kiosks to QR codes and interactive displays — have made an enormous advance in restaurants, fast-food chains, and cafes in recent years. But is this a temporary hype, or are we permanently transforming hospitality towards a more digital service model? This article analyses the figures, trends, and future perspectives.

The Current State of Digital Ordering Screens in Hospitality

Digital ordering screens are no longer a futuristic gimmick but are widely adopted. Worldwide, there were nearly 350,000 restaurant kiosks installed in June 2023, a 43% increase in just two years. The European kiosk market was valued at $2.5 billion in 2024, with an expected compound annual growth rate (CAGR) of 12.1% through 2033.

Adoption is also growing in the Netherlands. Major chains such as Subway and Bakker Bart are investing, but smaller hospitality businesses are also embracing digital solutions to optimise the ordering process.

Why Digital Ordering Screens Emerged

The rapid rise of this technology is the result of multiple factors:

• COVID-19: Accelerated the demand for contactless ordering methods.
• Staff shortages: Digital systems take over repetitive tasks, allowing staff to focus on hospitality.
• Consumer expectations: 66% of American consumers prefer self-service kiosks, with 71% saying they provide faster service. Millennials and Gen Z even prefer digital ordering by 68%.

Concrete Benefits: More Than Just Modernisation

1. Revenue Growth Through Smart Upselling

Self-service kiosks often increase the average order value by 20-35%. Digital screens consistently suggest extra items and upgrades without customers feeling social pressure.

2. Operational Efficiency and Cost Savings

Digital systems can reduce labour costs by up to 25% and increase revenue by 20%, because:

• Customers order independently, making queues shorter
• Orders go directly and error-free to the kitchen
• Staff are freed up for higher-value tasks
• Turnaround time per customer decreases

A kiosk also works 24/7, ideal during peak hours.

3. Improved Accuracy and Customer Satisfaction

Human errors largely disappear. Customers enter their own order and get exactly what they want, with time to consider their choices.

4. Data Collection: The Hidden Goldmine

Digital screens generate valuable data on:

• Popular dishes and drinks by time of day
• Average order time and purchasing behaviour
• Effectiveness of upselling
• Seasonal preferences

These insights help with menu composition, inventory management, staff scheduling, and marketing strategies.

Challenges and Concerns

Initial Investment

Kiosks and software can cost several thousand euros. Many suppliers, such as Onesix, offer monthly subscriptions or 30-day trial periods.

Technical Failures and Maintenance

Failures can be frustrating. Regular maintenance, software updates, and 24/7 support are essential. Staff must still be able to take traditional orders as a backup.

Digital Exclusion and the Human Factor

Not everyone feels comfortable with technology. Older customers or people with limited digital skills may need assistance. Moreover, personal hospitality remains indispensable. Technology supports staff — it does not replace them.

The Future: A Lasting Transformation

Indicators suggest that digital ordering screens are a permanent shift.

• Growing market: The global market for self-service technologies is growing from $53.3 billion in 2025 to $131.8 billion in 2034.
• Integration with digital ecosystems: Linking with kitchen screens, loyalty programmes, inventory management, and financial systems maximises efficiency.
• AI and automation: AI can suggest dynamic pricing, predict waiting times, personalise menu recommendations, and forecast inventory needs.

The Dutch Context

The Netherlands lags slightly behind other European countries, but adoption is accelerating due to staff shortages. The number of hospitality businesses fell from 44,389 in 2023 to 43,120 in 2024, while employment increased. Digitalisation helps bridge this gap and offers significant growth potential.

Different Forms of Digital Ordering Systems

1. Freestanding kiosks: Large screens at the entrance, ideal for busy locations.
   • Advantages: large screens, visually attractive, strong upselling.
   • Disadvantages: higher costs, space requirements, less personal.
2. QR code ordering systems: Ordering via smartphone.
   • Advantages: low costs, quick to implement.
   • Disadvantages: requires own device, internet connection necessary.
3. Table tablets: Tablets on or near the table.
   • Advantages: customers can keep ordering.
   • Disadvantages: higher costs, risk of theft or breakage.
4. Digital menu boards and kitchen screens: Improve kitchen communication.
   • Advantages: less paper, real-time updates.
   • Disadvantages: requires integration with POS system.

Best Practices for Successful Implementation

• Start with a clear goal: faster service, higher order value, efficiency, or data insights.
• Choose the right partner: for example Onesix, with 24/7 support and proven experience.
• Train staff: employees must be able to assist guests and understand the data.
• Maintain the human touch: have staff walk around and serve guests personally.
• Test and optimise: use data for upselling, menu layouts, and A/B testing.

Conclusion: A Lasting Solution with Evolution

Digital ordering screens are not a trend but a permanent transformation of the hospitality industry. They increase revenue, reduce costs, deliver valuable data, and improve customer satisfaction.

The best approach: use technology to strengthen hospitality, not replace it. Busy fast-food restaurants have different needs than intimate fine-dining establishments, but digital elements find their way into virtually every hospitality setting.

The digital revolution in hospitality is not a question of ‘if’, but of ‘how’ and ‘when’. Those who adopt early and implement smartly position themselves for success. The future of hospitality is digital, but the soul remains human — and therein lies the strength.