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canyonwalkerEnshittification is coming to fast food restaurants. The term coined to describe an unfortunate trend in online services and social media platforms certainly applies to other businesses as well. Anytime a business worsens its customer experience and also harms employee conditions or advertisers' value in pursuit of greater profits, it's enshittification.
I was reminded of the latest front in restaurant enshittification when I visited a local fast food restaurant yesterday. It had been closed for renovations for a few weeks. The way the windows were all papered over with only a vague "CLOSED" banner displayed, I was concerned it had gone out of business. But it reopened... and the only renovation I could spot, other than a fresh, more garish coat of paint on the outside, was the replacement of traditional cash registers with ordering kiosks.
In fact now there is no line to order from a human at this restaurant. But that didn't stop the majority of the customers from calling one of the employees over— the one whom I recognize from past visits as the primary cashier— to enter their orders because they couldn't figure out how to use the kiosks.
Replacing human cashiers with ordering kiosks is not new. I first saw it in a US fast food restaurant about 10 years ago. It's only in recent years, perhaps spurred on by pandemic-driven changes, that I've seen it become widespread. Yesterday's encounter was just the latest example... and the crummy experience I saw most customers— plus a few of the staff— having reminded me why it's enshittification.
I've been using self-serve kiosks in some places for a while now without much trouble. For example, I've accepted self-checkout at Safeway for years already. I can scan my groceries quickly there, and I like the fact that I can see the cost for each item appear clearly on the screen as I go. That's important because I'm a discount shopper, and Safeway has moved to a pricing model where regular prices are inflated and things are often only worth buying when they're on sale. Oh, but you have to be a member, enter your membership number, and have selected the digital coupon in the app before checkout to get the best price. So, in a sense what happened is that Safeway enshittified their pricing, and self-checkout helps mitigate the frustration with that. 😡
This restaurant's use of kiosks enshittifies the customer experience for many because the kiosks are just too hard to navigate. To order food you have to understand where what you want might appear in a hierarchical menu. At the top level there are too many choices: "Meals", "Chicken", "Burritos", "Specials", etc. What if you want a chicken burrito meal; which sub-menu is that in? What if you don't know what you want? I was successful with my order because I did know exactly what I want. Though as I noted with a McDonald's ordering kiosk a few years ago, punching tons of on-screen prompts takes at least 5x as long as ordering from an even modestly trained human employee. And more than half of the customers around me yesterday gave up and demanded human help.
BTW, don't assume that customers who give up and demand human help equates to "Boomers can't handle technology". Yeah, the two Boomers in the restaurant refused to use the kiosks... loudly. 😅 But also refusing to use them were a variety of Gen X and Millennial aged adults. I think one issue might be that even though the kiosks can display options in both English and Spanish at this restaurant, many of the clientele are construction laborers (obvious because they drive up in work trucks and wear work clothes) who might be functionally illiterate. Asking adults to use computers is tough when they may have a 4th grade education or less.
I was reminded of the latest front in restaurant enshittification when I visited a local fast food restaurant yesterday. It had been closed for renovations for a few weeks. The way the windows were all papered over with only a vague "CLOSED" banner displayed, I was concerned it had gone out of business. But it reopened... and the only renovation I could spot, other than a fresh, more garish coat of paint on the outside, was the replacement of traditional cash registers with ordering kiosks.
In fact now there is no line to order from a human at this restaurant. But that didn't stop the majority of the customers from calling one of the employees over— the one whom I recognize from past visits as the primary cashier— to enter their orders because they couldn't figure out how to use the kiosks.
Replacing human cashiers with ordering kiosks is not new. I first saw it in a US fast food restaurant about 10 years ago. It's only in recent years, perhaps spurred on by pandemic-driven changes, that I've seen it become widespread. Yesterday's encounter was just the latest example... and the crummy experience I saw most customers— plus a few of the staff— having reminded me why it's enshittification.
I've been using self-serve kiosks in some places for a while now without much trouble. For example, I've accepted self-checkout at Safeway for years already. I can scan my groceries quickly there, and I like the fact that I can see the cost for each item appear clearly on the screen as I go. That's important because I'm a discount shopper, and Safeway has moved to a pricing model where regular prices are inflated and things are often only worth buying when they're on sale. Oh, but you have to be a member, enter your membership number, and have selected the digital coupon in the app before checkout to get the best price. So, in a sense what happened is that Safeway enshittified their pricing, and self-checkout helps mitigate the frustration with that. 😡
This restaurant's use of kiosks enshittifies the customer experience for many because the kiosks are just too hard to navigate. To order food you have to understand where what you want might appear in a hierarchical menu. At the top level there are too many choices: "Meals", "Chicken", "Burritos", "Specials", etc. What if you want a chicken burrito meal; which sub-menu is that in? What if you don't know what you want? I was successful with my order because I did know exactly what I want. Though as I noted with a McDonald's ordering kiosk a few years ago, punching tons of on-screen prompts takes at least 5x as long as ordering from an even modestly trained human employee. And more than half of the customers around me yesterday gave up and demanded human help.
BTW, don't assume that customers who give up and demand human help equates to "Boomers can't handle technology". Yeah, the two Boomers in the restaurant refused to use the kiosks... loudly. 😅 But also refusing to use them were a variety of Gen X and Millennial aged adults. I think one issue might be that even though the kiosks can display options in both English and Spanish at this restaurant, many of the clientele are construction laborers (obvious because they drive up in work trucks and wear work clothes) who might be functionally illiterate. Asking adults to use computers is tough when they may have a 4th grade education or less.
