Why 61% of Customers Spend More Using Digital Ordering Screens

The way customers order food is changing. Across restaurants, cafés, and fast food outlets, digital screens are becoming an essential part of the customer experience. From self service kiosks to digital menu boards and promotional displays, they can be seen everywhere - and with good reason!

Far from being just a modern upgrade, digital screens are proven to increase spending, improve customer satisfaction, and strengthen brand loyalty. When used effectively, they transform both how customers order and how businesses operate.

Encouraging Higher Spend Through Self-Service Ordering

One of the most significant advantages of touchscreen ordering systems is their impact on average transaction value.

Research suggests that many customers feel more comfortable ordering through a screen than speaking directly to a staff member [1]. Without the pressure of being judged, rushed, or overheard, people tend to explore the menu more freely and consider additional items.

The research also found that around 61% of customers spend more when ordering at a digital kiosk than at a traditional till.

Using Visual Content to Influence Buying Decisions

Digital screens allow restaurants to present food in the most appealing way possible. High-quality images, animations, and short videos bring menu items to life in ways printed boards simply cannot.

When customers can see detailed images, ingredient information, and portion sizes, they're more likely to try new items or premium options. This visual reinforcement makes choices feel more tangible and desirable, increasing conversion and reducing hesitation.

Digital displays also make it easy to highlight limited-time offers, seasonal specials, new menu launches, and best-selling items. All of which help guide customers towards higher-margin products.

Making Queues Feel Shorter and More Comfortable

Long queues are one of the biggest sources of frustration in fast food and quick-service environments. Even short waits can feel excessive if customers are bored or uncertain.

Digital displays help solve this problem by keeping people visually engaged while they wait. Menu boards, promotional screens, and informational displays distract attention from the passing time, making queues feel shorter and more manageable [2].

When customers understand what’s available before they reach the counter or kiosk, ordering is also faster.

This helps to improve overall flow and reduce congestion, improving the experience for both customers and staff.

Driving Measurable Sales Growth

The commercial impact of digital signage is well documented. In one major study, restaurants reported a 17% increase in sales after installing digital displays [3].

This growth is driven by a combination of:

• Increased visibility of promotions
• Higher engagement with menu items
• More effective upselling
• Faster decision-making

Unlike static signage, digital content can be adjusted throughout the day to match demand. For example, promoting breakfast in the morning, meal deals at lunchtime, and desserts in the evening.

Increasing Impulse Purchases and Repeat Visits

Digital screens are particularly effective at encouraging impulse buys. Strategically-placed displays near ordering points, collection areas, and entrances can promote items that customers hadn’t originally planned to buy.

Improving Operational Efficiency

Beyond customer-facing benefits, digital screens also help improve internal efficiency.

Menus, prices, and promotions can be updated instantly without reprinting costs. This reduces waste, saves staff time, and ensures consistency across multiple locations.

Self service kiosks also relieve pressure on front-of-house teams, allowing staff to focus on food quality, speed of service, and customer support. All of which contribute to better reviews and repeat business.

Creating a Modern, Competitive Brand Image

In a highly competitive food service market, perception matters. Digital screens signal that a business is modern, organised, and customer-focused.

They create a cleaner, more professional environment while allowing brands to express personality through design, colour, and motion. This is especially important for attracting younger, digitally-confident customers who expect technology to be part of their dining experience.

When combined with other professional display solutions, digital screens become a seamless part of the restaurant environment rather than a distraction.

Cater To Customer Preferences

As well as providing ample opportunities for upselling, why not use digital ordering kiosks to easily allow people to customise their order? The ability to remove items makes your menu much easier for people with allergies or intolerances, and can increase popularity of your business.

Another way screens can improve convenience is the option that they provide to outlets to easily remove the availability of certain items if they run out of stock.

Brick and mortar restaurants need to keep up with online offerings. Most customers will now be used to ordering takeaways from their phone, and so the digital ordering experience will feel a familiar and welcome experience for them.

Final Thoughts

Rather than just being a luxury addition, digital screens are a proven commercial tool.

By encouraging higher spending, reducing perceived wait times, increasing impulse purchases, and improving loyalty, they deliver measurable returns on investment. At the same time, they enhance customer comfort and streamline operations.

For food businesses looking to grow in a competitive market, digital displays offer a practical, scalable way to improve both performance and perception - one order at a time.

References

1. Rowan Bridge, ‘‘You don't feel judged’: Why we buy more at self-service terminals’ (29 January 2026), BBC News, https://www.bbc.co.uk/news/articles/cy9y1wvq3pdo.

2. Williams, Nielsen Digital Billboard Study (2015), https://oaaa.org/Portals/0/Webinars/pdf/Nielsen OAAA Digital Billboard Study 2015.pdf.

3. Roggeveen et al., ‘Do Digital Displays Enhance Sales? Role of Retail Format and Message Content’, Journal of Retailing (2016), Vol. 92, Issue 1, pp. 122-131.

4. Garaus and Wagner, ‘Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas’, Journal of Retailing and Consumer Services, Vol 47 (2019), pp. 331-338.