From stabilization to optimization: how restaurants are turning digital maturity into profitability.
After years of volatility, digital has officially settled in.
In 2023, restaurant brands saw fewer surprises in digital performance and more predictability across off-prem channels. With that stability, the industry is shifting focus from growth at all costs to optimizing profitability, improving margins, and getting more out of existing systems.
At the same time, priorities are evolving. Kiosks are making a strong return as operators look for ways to offset labor challenges and increase check sizes. Loyalty is being reimagined from the ground up, with guest data and experience at the center. And across the board, brands are revisiting the patchwork of technology adopted during the pandemic, replacing it with more connected, platform-driven approaches.
AI is also emerging as a key inflection point. While adoption is still early, the expectation is clear: technology providers must deliver practical, cost-effective AI solutions that drive real operational value.
The result is an industry entering its next phase—one defined not by rapid expansion, but by smarter execution, stronger foundations, and a renewed focus on profitability.
The 6 Trends Shaping 2024
1. Fewer swings and surprises in digital sales
Digital and off-prem sales have stabilized into predictable, incremental growth, with many brands seeing 26–50% of revenue from digital channels.
2. Kiosks make a strong comeback
Self-service ordering is back in demand, helping brands increase check sizes, reduce labor strain, and improve in-store efficiency.
3. Loyalty 3.0 emerges
Traditional loyalty programs are falling short, driving a shift toward data-centric, experience-driven loyalty models built on personalization and flexibility.
4. Post-pandemic tech favors platforms
Brands are reevaluating pandemic-era tech stacks and moving toward unified, data-driven platforms that connect systems and improve operational visibility.
5. Tech companies must step up with AI solutions
AI adoption is accelerating, but brands are looking for practical applications that deliver immediate value across analytics, voice ordering, and operations.
6. Restaurants are poised to outpace economic projections
Despite economic pressures, the industry outlook is strong, with brands leveraging technology as a driver of growth, efficiency, and ROI.
