In the early days of the COVID-19 pandemic, QR code menus emerged as a seemingly perfect solution for restaurants. They offered a contactless way for diners to view menus and place orders, addressing concerns about shared surfaces and physical safety. However, as the world moves beyond the pandemic, the initial enthusiasm for QR code menus has waned significantly. Today, many restaurants are abandoning QR codes in favor of traditional paper menus, driven by a combination of customer dissatisfaction and operational challenges.
The Rise and Fall of QR Code Menus
QR codes, originally developed in Japan in the 1990s for tracking automotive parts, found a new purpose during the pandemic. Restaurants quickly adopted them to minimize physical contact and streamline operations. For a time, it seemed like QR codes were here to stay. They offered flexibility, reduced printing costs, and provided a modern touch to the dining experience.
However, the reality of using QR codes in restaurants has proven to be less than ideal. Many restaurants are going back to more analogue selections since a sufficient number of patrons have voiced complaints about scanning for food options. The novelty of QR codes quickly wore off as diners encountered various issues, from small print and poor lighting to the inconvenience of using their phones during meals.
Customer Dissatisfaction
One of the primary reasons for the decline of QR code menus is customer dissatisfaction. Many diners find the process of scanning a QR code and navigating a digital menu cumbersome and disruptive. As Kristen Hawley noted in her article on Expedite, "It’s not that they hate the QR code. It’s that they hate the QR code experience". This sentiment is echoed by many restaurant patrons who prefer the tactile experience of a paper menu and the personal interaction with waitstaff.
Older customers, in particular, have struggled with the technology. Kiran Sodhi, assistant general manager at Veda, an Indian restaurant in Philadelphia, explained, "The older customers didn't like it. Often, they don't have a smartphone or they are not comfortable with the technology". This discomfort has led to a decline in customer satisfaction and, in some cases, a decrease in revenue as diners order less to avoid the hassle of using their phones.
Operational Challenges
From an operational standpoint, QR codes have not delivered the expected benefits. While they were initially seen as a way to reduce the burden on waitstaff, many servers found that the technology did not improve their workflow. On Reddit's TalesFromYourServer page, the majority of commenters expressed a preference for paper menus, both for themselves and their patrons . Servers found it challenging to gauge diners' needs and body language when their attention was focused on their phones.
Moreover, the anticipated cost savings from using QR codes have not always materialized. As reported by Forbes, "As it turns out, diners dislike the process so much that it was actually costing the restaurants money". The decline in customer satisfaction and the resulting impact on revenue have led many restaurants to reconsider the use of QR codes.
The Return to Paper Menus
In response to these challenges, many restaurants are reverting to traditional paper menus. This shift is driven by a desire to enhance the dining experience and meet customer expectations. As the New York Times reported, "Fewer restaurants are creating new QR menus, and about 75 percent of their existing QR codes are essentially dormant". This trend reflects a broader move away from digital solutions that detract from the hospitality experience.
The return to paper menus is not just about nostalgia; it's about providing a more enjoyable and engaging dining experience. Diners appreciate the tactile feel of a paper menu and the opportunity to interact with waitstaff. As one respondent in an Axios poll noted, "Have you ever tried bringing your grandmother to a restaurant and having her order off of an iPhone menu? It is not a pleasant experience".
The backlash against QR code menus highlights the importance of balancing technology with the human elements of dining. While QR codes offered a temporary solution during the pandemic, they have not proven to be a sustainable or popular option for most diners. As restaurants continue to navigate the post-pandemic landscape, the focus is shifting back to creating memorable and enjoyable dining experiences. The return to paper menus is a testament to the enduring value of personal interaction and the simple pleasures of dining out.
