CUSTOMER EXPERIENCE
T echnology that streamlines operators and improves the customer experience is table stakes for restaurant operators, and nearly 9 in 10 say they plan to invest in new technology in the coming year — a figure that has held steady in our surveys for three years running. But figuring out how present technology should be for the guest is a balance restaurants are still sorting out. Creating memorable experiences increasingly de- pends on technology that enhances rather than replaces human hospitality. From reservation management, AI-assisted ordering and phone an- swering, self-service ordering and post-visit en- gagement, customer experience technology aims to reduce friction, personalize interactions, and give staff more time to focus on genuine guest connec- tions. Where and how AI fits into the equation is another question operators are grappling with, as they simultaneously look to adopt new AI capabilities while preserving the human element of hospitality. The vast majority of operators in our surveys said they’re increasing investment in AI this year, even as nearly four in 10 said they’re seeing guest resist- ance to customer-facing AI. The most successful implementations balance technological efficiency with human warmth, using tools to eliminate operational pain points, boost staff productivity, and augment the authentic hos- pitality that keeps guests coming back.
next 12 months 13+87 87 %
87% of restaurant operators say they are likely to invest in technology in the
84 %
43 %
39 %
of operators say they plan to increase their investment in AI in the next year
of operators said they are interested in using AI to personalize the guest experience
of operators say guest complaints have dissuaded them from introducing customer-facing AI
Source: Nation’s Restaurant News / Restaurant Business research
12 | FSTEC 2026
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