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.

Study Overview and Key Findings

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.

The research, published in the Journal of the Academy of Marketing Science, highlights the shift towards digital ordering in major food chains introducing touchscreen kiosks and tabletop tablets. The growth of app-based delivery services such as Uber Eats, Grubhub, and DoorDash since the COVID-19 pandemic further illustrates this trend.

Pandemic-Induced Changes in Food Acquisition

According to the U.S. Department of Agriculture Economic Research Service, the pandemic significantly altered how U.S. consumers acquire food, particularly through 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."

Detailed Research Methodology

Through six studies at various restaurants and two in a USF School of Marketing and Innovation lab, Biswas and his graduate students examined the effects of ordering from a digital menu versus a physical menu. The team reviewed more than 23,000 orders from diverse dining establishments, including an independently owned Mexican cuisine restaurant and a global dining chain with 1,000 locations across 23 countries.

Notable Findings and Food Categorization

The study revealed that 61% of digital orders, including those made for delivery, were unhealthy—more than 3% higher than non-digital orders. Each item was categorized as unhealthy, neutral, or healthy. Unhealthy items consisted of large portions and choices like fried foods and desserts, while items like vegetables and fish were considered healthy. Most soups, large salads, and steaks smaller than six ounces were deemed neutral.

The research also found that digital menus have a greater impact on dinner orders, as consumers tend to be more exhausted and reliant on technology later in the day. Therefore, digital ordering technologies may influence breakfast and lunch choices to a lesser extent.

"Digital ordering modes foster a more automatic decision-making process with lower cognitive involvement,” Biswas noted. “This is because digital tools encourage people to rely less on their cognitive resources and more on automated processes.”

The “Google Effect” and Consumer Proficiency

This phenomenon, known as the "Google Effect," suggests that the availability of digital tools alters how people store and retrieve information. This reduced cognitive involvement in digital contexts can lead to more automatic decision-making, resulting in more indulgent food choices. The study revealed that consumers proficient with technology might be less affected by this phenomenon.

Implications for Restaurant Managers

"Restaurant managers aiming to promote healthier options may benefit from offering non-digital ordering modes, or some may be interested in promoting indulgent items during dinner hours through digital ordering to drive sales," said Biswas.

Future Research Directions

Biswas plans to continue this research to further examine how the presence of a human, such as when ordering in person or on the phone, may impact consumers' decisions. He also aims to investigate how digital versus non-digital modes affect a consumer's consumption volume and perceived taste of ordered items.