Lined Up? Examining a “Waiting Line” Effect in Technology-Enabled Restaurant Menu Ordering

This research examines the impact of a waiting line on menu ordering behavior when interacting with self-service technology (SST), along with the underlying mechanisms and an intervention strategy drawing on attribution theory. We conducted three experimental studies to simulate a real-life event of menu ordering in a quick-service or fast-casual restaurant. According to the results, the presence of a waiting line can lead to time-pressured menu ordering behavior, especially when interacting with SSTs (vs. human staff). Further, we verified that customers’ perceptions of responsibility for service outcomes explain this SST-conditioned effect. Our findings also suggest a line design strategy that can mitigate the negative consequences of the “waiting line” effect in SST-enabled menu ordering. This research provides valuable insights into the unintended consequences of waiting lines and offers practical strategies for minimizing negative outcomes associated with SST-mediated services.