Food Tech: An Easy Transition, Loss of a Cultural Norm

Speed is everything in foodservice. Or, is it?

Let's face it, with the rapid pace of travel, information, and interactions these days we want things fast and are (most often) willing to sacrifice quality for speed.

However, that's not to say that our standards have been lowered. A bad cup of coffee, cold entrée, or bland sandwich will still cause us (as consumers) to choose an alternative.

But, have our thresholds for tolerance been adjusted? Are we in the midst of a shift in what it means to "eat on the go" and are we now challenging the norms for the need of human interaction in order to service the customer? Enter: technology.

Some advocates for advancing the technological narrative would argue that introducing machines to the away-from-home eating experience for consumers would save time, labor costs, margin of error, and create value for the guest through reduction in the wait from ordering to consumption to paying and leaving.

One example of this new adoption of technology in foodservice can be seen in many airports today. The next time you are in Houston, Los Angeles, New York, Atlanta, or Chicago, notice how many of the eateries are switching to ordering platforms via cell phone or tablet stationed at the guest's seat. Simply order from your device and the food magically shows up, you pay without speaking to anyone, and you're on your way.

This concept is also starting to show up in grab-and-go stations, sporting complexes, and even in major QSR chains that are choosing to open new locations without the option of "dine-in" space and instead opting for delivery or pick-up only. Is Uber-Eats going to be the wave of the future???

Slippery slope? Yes. Loss of the personal touch and nostalgia of one of the oldest business models in the world? You bet. Room for both technology-driven eateries and traditional eating establishments? Of course.

The question now is: does technology advance faster and become so cost efficient that the majority of restauranteurs opt for less overhead (i.e. staff) and sacrifice personal, human customer service for the convenience of the all-encompassing machine?

I've seen the Terminator movies and know how this goes. Do you?