SELF-SERVICE APPLICATIONS IN RESTAURANTS: QUALITATIVE AND QUANTITATIVE RESEARCH ON TECHNOLOGY AND CUSTOMER EXPERIENCE

Abstract

This article analyzes the impact of adopting self-service applications in the Food Tech segment, seeking to understand how these technologies influence the customer experience and the operational efficiency of restaurants. The main objective was to evaluate the feasibility and effects of implementing digital solutions that allow users to place orders autonomously. To this end, two complementary methodologies were employed: a case study, applied in establishments that have already adopted self-service systems, and a qualitative-quantitative research, conducted through questionnaires applied to 100 customers, utilizing content analysis and descriptive statistics. The results demonstrated that 80% of participants exhibited high intention to use, highlighting convenience (85%), speed (78%), and greater control over the order (72%) as positive factors. From an operational perspective, restaurants reported a reduction of up to 30% in average service time and an increase of up to 20% in average ticket value. However, challenges were identified related to interface usability, technological familiarity of users, and the necessity for team training. It is concluded that self-service applications hold great potential to transform the food sector, but their success is contingent upon user-centric adaptations, technological integration, and continuous capacity-building strategies.