The world can’t get enough of fast food.
In 2019, eight out of the ten top global franchises were fast food restaurants. As of January of 2020, the world’s two largest chains – Subway and McDonald’s – each had locations in over 100 different countries. There are many reasons why fast food restaurants are primed to expand into global markets, including their use of service technologies such as self-ordering kiosks. For restaurants planning to enter global markets, it’s worth examining the benefits of investing in kiosks for global expansion.
The Language Barrier
With over 7,000 known languages spoken across the world, it’s important for restaurants to adapt their menus and services to the local market’s primary language. Kiosks can be programmed to display menu items and dining services in a variety of languages based on the locality’s needs. For restaurants positioned in highly multi-cultural centers where tourists or residents may speak different languages, kiosks may allow customers to choose which language they’d prefer to use.
Since kiosks allow customers to browse the menu and place their order in different languages, customers can feel confident in ordering exactly what they want. Trying to discern menu items based on pictures or asking for “extra mustard” in a foreign language is not a fun task for neither the customer nor the employee. Kiosks can reduce miscommunications and misunderstandings due to the language barrier, making life easier for both the customer and employee.
Market-Based Customization
One reason fast food chains have thrived in global markets is because they have adapted to the local market’s culture and cuisine. From Kentucky Fried Chicken offering shawarma bowls in the Philippines to McDonald’s offering poutines in Canadian locations, fast food restaurants have crafted menus that cater to the local market’s taste. Market-specific items can appeal to local tastes and respect certain cultural traditions.
Kiosks can help restaurants curate market-specific menus by providing a platform that allows for menu customization based on the location while maintaining continuity in the brand aesthetic. A restaurant that’s looking to expand will want to satisfy the local market’s needs without losing a hold on their global brand image and mission.
Addressing Accessibility
Advancements in artificial intelligence (AI) technology have increased accessibility for customers with disabilities. One developer created a kiosk that communicates through an avatar that uses sign language to translate customer selections. Improvements to voice recognition technology can help blind or visually impaired customers use kiosks for ordering through touchscreen displays with larger buttons and braille options. For restaurants that want to expand into new markets – global or otherwise – it’s important to create accommodations for customers with disabilities so that your restaurant can appeal to as much of the market as possible.
An important factor in the fast food industry’s globalization success is its adoption of automation technologies like self-ordering kiosks. Kiosks can help restaurants address and overcome challenges posed by international locations in regard to the location’s language(s) and market needs. Moreover, as AI technology continues to improve voice-recognition technology, restaurants can also improve accessibility for those with disabilities. Kiosks will help restaurants reach markets across the world that would otherwise be out of reach.
