Marketing Strategies of Self-Service Kiosks

The proliferation of self-service kiosks in Western fast-food chains (e.g., McDonald’s, Burger King) is driven not only by efficiency but also by sophisticated consumer psychology. For instance, McDonald’s uses high-definition screens to display vivid burger images and dynamic videos, directly stimulating visual senses and triggering impulsive purchases. Research shows that such visuals activate brain regions linked to pleasure (e.g., hippocampus and insula), nudging customers toward larger meals or indulgent items.

Moreover, kiosk interfaces employ “recommendation algorithms” to upsell. For example, after selecting a main dish, customers are prompted with add-ons like fries or desserts, leveraging the “default effect” to boost spending. The U.S. chain “Talkin’ Tacos” achieved a 20%-30% sales increase through this strategy.

These designs enhance user experience while increasing average spending. Data indicates that kiosk users spend 15%-20% more than traditional customers. Future integration of AI-driven personalization (e.g., menu adjustments based on order history) will amplify this trend9.