How Guests Really Feel About QR Code Menus (2024 Survey Data)
Find out how guests really feel about QR code menus, different menu features, and surcharging.
Tessa ZuluagaAuthor
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QR Code menus are digital versions of restaurant menus that guests can access through their smartphones. Designed to replace physical menus, they allow customers to access the restaurant menu by scanning a QR code. The adoption of restaurant QR code menus accelerated during the COVID-19 pandemic and remains widespread today.
Now, four years later, we want to understand guests' true sentiments towards QR code menus, general menu features, and restaurant service charges. Toast conducted a blind survey of 850 adults on these topics, and this article presents our findings and offers actionable insights for restaurants.
Join us as we explore how these insights impact both diners and restaurateurs in 2024.
Quick insights
25% of respondents always check a restaurant’s menu before deciding where to dine.
66% of respondents prefer menus that include photos of the dishes.
42% of respondents said a variety of options is the most important feature of a menu.
81% of respondents prefer a physical menu.
26% of respondents said that the small print is their least favorite thing about a QR code
60% of respondents prefer to be informed about surcharges by a clear statement on the menu
QR code menus and surcharging guest data
100% of our respondents have dined at a restaurant in the past 90 days. Let’s dive into how they’re feeling about menus, QR codes, and surcharging.
Menu trends: 66% of respondents prefer menus that include photos of the dishes
We know that 35% of guests say that price is the second most important factor when choosing a restaurant. This time, we found that 42% of respondents said a variety of options is the most important feature on a restaurant's menu. This recent survey data reveals compelling trends that highlight how diners interact with menus and what they value most.
Let’s get into it.
A significant number of diners (34%) answered that they often check a restaurant's menu before deciding where to eat, while 25% always do. Generally, younger respondents are more likely to check a restaurant’s menu before deciding where to dine as 30% of guests aged 18-24 and 34% of those aged 25-34 consistently review menus prior to making their dining choices.
This trend highlights the importance of having an appealing and informative menu that’s available online. To learn how to create the perfect online menu for your guests, check out this article.
The inclusion of photographs on menus is another critical factor that influences diner's decisions. About 66% of respondents prefer menus with photos, while only 6% dislike them. This preference is even more pronounced among younger diners, as 77% of guests ages 18-24 said they prefer menus with photos. Maybe the phone really does eat first?
To capitalize on this trend, consider first adding images across your social media platforms, as 84% of respondents prefer to see photos of food and drinks served on a restaurant's social media page. This gives guests a space to see images of your menu before dining at your restaurant.
Next, consider adding imagery to your menu itself. If photographs don’t align with your menu’s design aesthetic, opt for simple illustrations. Even minor visual cues, like showing the type of glass each cocktail is served in or the pasta shape accompanying your chicken parmesan, can go a long way.
The people want options! About 42% of respondents said that a variety of options is the most important feature on a restaurant’s menu, followed by 34% who consider price the most important factor. Interestingly, the importance of price resonates more with younger guests, as over 43% of those aged 18-24 cite it as a top concern, compared to only 32% of diners aged 55 and up. We also found that women place a higher value on dietary options, as 5% answered that they’re the most important feature, compared to less than 1% of men.
Including a large variety of options on your menu may seem daunting. To discover how to make the most of your ingredients to craft the best offerings, check out this article.
When we asked how guests prefer to view restaurant menus, physical menus remained the frontrunner, as 81% expressed a preference for them. This is especially true for older diners – 90% of guests ages 55+ prefer traditional menus. While this insight isn't particularly surprising, it’s important to consider this when catering to an older demographic.
Guests ages 25-34 were the most interested in digital menus compared to other generations, as over 11% chose a digital option where the restaurant provides you with a tablet. However, QR codes were not widely embraced, with only 1% favoring them.
Speaking of QR codes…
QR code data: Only 1% of respondents prefer to use QR codes over other menu formats
QR codes became a staple in restaurants during the pandemic, offering a contactless way to access menus. They’re an essential part of pay-at-the-table technology, which allows restaurant guests to order menu items or pay their tab by scanning a QR code with their smartphone.
When it comes to user experience, opinions are mixed. Around 23% of people felt neutral about using QR codes to access menus, while 21% found the experience somewhat easy. However, 14% found it somewhat difficult to use QR codes to pull up menus. Our data shows that men think QR code menus are easier to use, as 21% of male respondents said they’re very easy and convenient, whereas only 11% of women felt the same.
So, what exactly is turning people off from using QR codes? The biggest issue is the size of the text, as 26% of respondents said it’s hard to read the small text of the menus on their phones. Another 20% expressed frustration at having to use their phone at all, while 16% pointed to the unreliability of the technology.
Despite these frustrations, we wanted to find out which features guests appreciate. About 17% of respondents answered that they like how QR code menus prevented them from using potentially dirty menus. This is a good place to remind you to disinfect your menus each night as a part of your daily closing routine. Here’s a cleaning checklist to help.
But, 20% of diners said there’s nothing they like about QR code menus. This data highlights a growing divide between convenience and user comfort, showing that while QR codes may be efficient for restaurants, they don't always deliver the seamless experience diners hope for.
There are ways to improve this experience, though, and Toast Mobile Order & Pay has features to help ensure guests can easily and seamlessly navigate the QR code process. Train your servers to explain payment options when first greeting guests, check on them regularly throughout the meal, and prioritize hospitality and connection at all times.
While it may be a different dining experience than what customers are used to, there are benefits for them, too. Guests can receive their food faster, and pay their bill in as little as 10 seconds. Pay at the table also gives customers a sense of security knowing that they keep control of their credit card and financial information.
If your business loves the advancement of QR code menus, take the time to improve the user experience by:
Communicating the process clearly to your guests (highlight how it benefits them too!)
Optimizing your online menu for mobile devices
Including clear categories, high-quality images, and intuitive navigation
Pasting QR codes that are large enough to scan on tables
Implementing regular tests to ensure the codes are up to your high-quality standards
Communicating how to use them
QR code menus can improve restaurant efficiency. Let’s just make sure they’re not taking away from your guest experience.
Service fees: 34% of respondents feel that surcharges of any kind are undesirable
Opinions vary on restaurant surcharges and some of them might surprise you. We asked diners what types of service fees they find acceptable and how they prefer to be informed about them.
Approximately 34% of respondents answered that they don’t find any types of service charges acceptable. Older guests specifically are the least willing (33% aged 45-54 and 40% aged 55+) to tolerate these fees of any kind.
But for others, it’s more situational. Though most respondents answered that they're not a fan of service fees, when a service fee is used for large parties, 28% of diners are cool with it. It’s possible that guests understand that wrangling a big group comes with its own costs. Women are more mindful of it, as 32% of women find large-party service charges acceptable, while only 22% of men agree. To learn more about automatic gratuity check out this article, and to set it up on your Toast POS system, check out this one.
Next up, 22% of respondents find takeout or delivery fees acceptable. This is a positive insight for restaurants, as it’s likely that guests understand the cost of convenience. This is particularly true for men, as 25% of male respondents told us they’re fine with delivery fees, but only 19% of women feel the same. Younger diners ages 18-24 are also especially accepting of delivery fees, as 40% said it’s an acceptable surcharge.
However, credit card processing fees are less palatable (10%), and it turns out that almost nobody (4%) is on board with service charges meant to offset wages and healthcare. And if you’re thinking about passing the buck on inflation costs? Only 2% of respondents found inflation-related surcharges reasonable. If your target audience is younger diners, you should especially consider avoiding inflation-related fees when possible as 0% of guests ages 18-24 think these fees are acceptable.
Communication is key: 60% of respondents prefer to be informed about service charges by clearly stating it on the menu
Communication is key here when it comes to service fees. The majority of diners (60%) want to see them clearly stated on the menu. Others prefer a personal touch, with 23% saying they’d like to be informed by the server before ordering. Younger diners (18-24) are more open to digital solutions, with 17% preferring to hear about extra fees on the restaurant’s website, app, or social media.
And while older diners prefer to be informed on the menu, almost 28% of those aged 35-44 like it when the server mentions it during the meal.
Service fees on the rise?
The results are in: 57% of diners have noticed an increase in restaurant fees, while 43% haven't observed any changes yet.
Customer reactions to these additional fees vary. While some guests are growing accustomed to these extra charges, others are less thrilled, particularly when it comes to fees like credit card processing or inflation fees. The key to managing these diverse reactions lies in transparency. Unexpected service fees can significantly detract from an otherwise enjoyable dining experience.
As restaurants continue to evolve, success will hinge on striking the right balance between digital convenience, transparent pricing, and customer satisfaction.
Methodology
Toast conducted a blind survey of 850 U.S. adults ages 18 and older on this topic on September 16, 2024. Respondents were not made aware that Toast was fielding the study. Using a standard margin of error calculation, at a confidence interval of 95%, the margin of error on average is +/- 3-5%.
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DISCLAIMER: This information is provided for general informational purposes only, and publication does not constitute an endorsement. Toast does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Toast does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation.
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