Image Source: Created by Vending Connection
Emerging Experiences 2025 study shows customers expect more than speed—operators must deliver clarity, connection, and convenience.
The rapid growth of digital ordering platforms—kiosks, mobile apps, and voice-AI—is transforming customer expectations across the food and refreshment industries, according to the annual Emerging Experiences 2025 study released by Intouch Insight in collaboration with QSR® Magazine. As digital channels are forecasted to account for up to 70% of total Quick Service Restaurant (QSR) sales by the end of the year, refreshment operators should use this as a way to rethink the way they deliver self-service experiences.
“Our study shows that success hinges on more than just speed and convenience,” said Sarah Beckett, VP of Sales and Marketing at Intouch Insight. “The brands that stand out are blending efficiency with genuine human connection at every touchpoint.”
The Future of Self-Service Using Kiosks and Mobile Ordering
The report, featuring performance data from major brands like McDonald’s and Chipotle, offers critical insights for refreshment operators, particularly those with smart coolers and micro markets. In fact, mobile ordering and kiosks are changing the digital landscape so rapidly that it’s changing what customers now expect:
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Mobile order pickups earned a 94% overall satisfaction score, reinforcing mobile as a trusted and efficient channel. However, only 57% of users reported seeing upsell offers—indicating a missed opportunity in UX design for incremental sales.
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Kiosk ordering was praised for its 98% ease of customization, with overall order satisfaction 2 points higher than traditional ordering methods. However, friendliness ratings were noticeably lower at 66%, emphasizing the importance of humanizing digital touchpoints when possible.
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Voice-AI for drive-thru interactions outperformed benchmarks in both speed and satisfaction, scoring 93% overall satisfaction—a clear sign that voice-enabled interfaces are gaining traction and could soon be expected by customers across service environments soon.
Implications for the Refreshment and Vending Industry
The findings present a compelling roadmap for refreshment providers seeking to modernize their customer experience strategies:
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Design for clarity. Ensure every self-service journey—from product selection to checkout—is intuitive and clearly communicated.
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Humanize automation. Consider using friendly language, animated UI elements, or playful signage to add personality and warmth to kiosks or smart cooler interactions.
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Don’t forget upselling. Refreshment apps and kiosks should proactively—but simply—introduce product pairings, healthy swaps, or seasonal specials.
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Voice-AI ordering is coming. As Voice-AI matures, unattended retail must be aware of touchless and conversational ordering experiences.
In other words, the most successful operators of tomorrow won’t be those simply deploying new tech, but those designing with the customer’s emotional and practical journey in mind.
“The brands that will lead in self-service aren’t just the ones investing in technology,” notes page 29 of the report, “but the ones designing around the human experience. When kiosks are paired with proactive hospitality and thoughtful design, they don’t just speed up the process, they elevate it.”
For refreshment and vending professionals, investing in tech isn’t enough—success lies in crafting delightful, human-centered digital experiences.
About Intouch Insight
Intouch Insight helps multi-location brands achieve operational excellence and exceed customer expectations through powerful CX, operational excellence, and mystery shopping solutions. With more than 40 years of experience, Intouch Insight supports over 300 of the world’s most beloved brands. Visit intouchinsight.com to learn more.
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