Are consumers more attracted to restaurants featuring humanoid or non-humanoid service robots?

The restaurant industry has witnessed a dramatic rise of service robots. Previous research suggests that humanoid service robots are perceived as social entities and thus might lead to more favorable consumer responses than non-humanoid service robots. However, not all consumers prefer the presence of social entities when eating out. The current research reveals that consumers’ reactions to restaurants featuring humanoid versus non-humanoid service robots depend on whether they will dine out alone (i.e., solo diners) or with others (i.e., group diners). Specifically, the findings suggest that group diners exhibit more favorable attitudes and behavioral intentions toward restaurants featuring humanoid (vs. non-humanoid) service robots, whereas solo diners respond more favorably toward restaurants featuring non-humanoid (vs. humanoid) service robots. Furthermore, anticipated psychological comfort is revealed as the underlying mechanism explaining these effects. • Restaurants can use service robots as a marketing tool to attract consumers. • Consumers respond to service robots as a function of robot type and diner type. • Group diners are more attracted to restaurants featuring humanoid service robots. • Solo diners are more attracted to restaurants featuring non-humanoid service robots. • Anticipated psychological comfort is the underlying mechanism explaining these effects.