Chatbot usage in restaurant takeout orders: A comparison study of three ordering methods

The purpose of this study was to explore customers' perceptions and behaviors when using chatbots in restaurant takeout orders. Built on the social presence theory, this study conducted a lab experiment to examine and compare three ordering methods in quick-service and full-service restaurants. Results revealed that phone ordering and online ordering were both better than chatbot ordering in terms of satisfaction and behavioral outcomes. The phone ordering method elicited best social presence and cognitive attitudes, while the online ordering method generated highest order amounts. Chatbot ordering is better suited for use in quick-service restaurants due to their simpler menus. In terms of order items, chatbot method was used for simple menu items and core products, phone method for specials and more complicated items, while online method for more expensive items and add-ons. The findings offer new insight for restaurant practitioners into designing and adopting chatbots.