Digital food ordering drives increased indulgence and spending, study reveals

As restaurants increasingly embrace technology for placing food orders, a new University of South Florida study reveals that digital ordering platforms significantly influence consumer behavior, often leading to more indulgent food choices and increased spending. Co-authored by Dipayan Biswas, the USF Frank Harvey endowed professor of marketing in the Muma College of Business, the comprehensive study compares the cognitive effects of ordering from a digital screen to traditional methods, including printed menus. As published in the Journal of the Academy of Marketing Science, major restaurant chains, such as Panera Bread and McDonald’s, have introduced touchscreen kiosks, while others like Chili’s Read More