Fast Food and Fast Ordering: The Digital Ordering Kiosk

Abstract

This study delves into the customer’s experiences in Cebu’s three major fast-food chains, aiming to uncover their issues and challenges in using digital ordering kiosks. This study used phenomenological research design to fully understand the viewpoints, challenges, and aspirations among the customers of the three major fast-food chains: Jollibee, McDonald’s, and KFC. The researcher employed in-depth face-to-face interviews using a validated interview guide among the 15 participants to collect narratives about their experiences using digital ordering kiosks. The data were transcribed verbatim and subjected to Colaizzi’s analysis. Findings revealed their challenges and aspirations to improve the ordering process. With this, there is a need to upgrade the internet connectivity, create simpler and more coherent machine instructions for older people and first-timers, and include our Bisaya language in translating orders. These are essential for a more effective use of digital ordering kiosks. Moreover, the kiosk machines should be more accessible, efficient, and inclusive to all valued customers.