Guests Say You Can’t Automate Hospitality

Ninety-seven percent of U.S. adults don’t want robotic guest interactions in restaurants, and nearly one-third have already skipped a spot because it felt too automated, according to a survey from Harri.

“The data shows that humans are the heartbeat of hospitality,” Luke Fryer, CEO and co-founder of Harri, told Modern Restaurant Management (MRM) magazine. “What guests really want is to feel valued and understood. They want someone who can read their mood, handle their dietary restrictions with empathy and make them feel genuinely welcome. A robot can ask how your day is going, but it actually does not care. Guests feel the difference immediately.”

Fryer said the high resistance to robot restaurants now can be attributed to a fundamental truth about dining: people go to restaurants for more than just food. 

“They're seeking connection, comfort and care, things only humans can authentically provide. When 90 percent of respondents say keeping guests happy is best handled by people rather than AI, they’re telling us that emotional intelligence can’t be programmed.”

The survey, conducted by Dynata, gathered 1,000 online responses from U.S. adults aged 25 and older. Among the findings: 

• 78 percent want humans managing sensitive issues like allergies and warm welcomes.

• 85 percent note that food quality is the most important to them.

• Further, 39 percent of diners would trade freebies like bread or chips if it guaranteed consistently excellent service.

Interactions become too automated for guests when technology becomes the primary interface for guest-facing interactions, especially in moments that traditionally involve human warmth or problem-solving, Fryer said. 

“When technology operates in the background, it’s often accepted. It turns into a problem when the human element disappears from the experience. Interestingly, 88 percent are comfortable with a cashier remembering their name and order, which shows guests aren’t opposed to human service gestures. They’re specifically resistant to robotic attempts at personal connection.”

The survey shows guests are much more accepting of automation when it improves their experience without replacing human interaction, but the acceptance drops dramatically when automation tries to handle emotional labor or complex problem-solving.

“They’re fine with, and often prefer, technology that makes restaurants run more efficiently behind the scenes, “ Fryer offered. “Back-of-house automation for inventory management, predictive scheduling or kitchen optimization doesn’t trigger the same resistance because it doesn’t attempt to replace the human connections guests value. This invisible automation actually enables better human service by giving staff more time and better information to serve guests effectively.”

The survey shows most (78 percent) believe sensitive issues like allergies should always be human-led. A similar percentage (80 percent) believe a human manager should resolve a wrong order instead of technology. 

“When something goes wrong, people want to look into someone’s eyes and know that person cares about making it right,” Fryer added. “According to the survey, that’s when human involvement becomes the most important. Despite the craze and hype around automation, the thirst for authentic, simple human moments and interactions is higher than ever.”

Fryer believes automation, done right, is a game-changer. Having opened the first Burger King in Sydney Airport at the age of 22, he knows firsthand what it’s like to be an operator under pressure.

“Nothing teaches you about labor efficiency quite like having 30 seconds to serve someone who’s about to miss their flight. The winning formula is using technology to unleash your people's potential to create experiences that keep guests coming back. I’ve served millions of customers and hired thousands of employees. The best technology doesn’t replace the human moment — it creates more space for it.”

Automation should enhance a team’s capabilities, not replace them, Fryer pointed out, adding that using technology to handle behind-the-scenes work frees up staff to focus on guests and employees. 

When it comes to what could win diners over in a tech-heavy setting:

• Almost half (49 percent) say lower prices would convince them. 

• 39 percent point to clean and simple systems.

• 38 percent want faster service- with no sacrifice to quality.

• 37 percent want to know staff are close by, if needed.

“AI can’t authentically replace intangible human hospitality, like walking around and asking customers how their meal is. Our data shows compliance monitoring is the one area where people trust technology more than humans. Second, when you do implement customer-facing technology, make sure human support is clearly available. According to the survey, 37 percent of respondents said knowing staff support is available would make them more likely to try automated elements.”

Fryer said guests see clear value on automation investments focused on speed and cost savings. 

“The key insight is that 56 percent of guests assume a great restaurant experience comes from having a great manager behind the scenes. Technology should be that manager’s secret weapon, not their replacement.”

Automation should also make the human team more effective, not redundant. Use technology to handle compliance monitoring and scheduling, the areas where the data shows more consumer trust in technology over humans, Fryer suggested.

“For guest-facing technology, focus on convenience and speed, not personality. Digital ordering, payment processing and reservation systems can enhance efficiency without trying to replicate human warmth. Always ensure these systems have clear pathways to human assistance.”

Most importantly, Fryer added, operators should invest automation savings back into their teams. 

“Use the efficiencies to provide better training, competitive wages and manageable workloads. When your staff feels supported and empowered, that translates directly into the authentic guest experiences that drive loyalty.”

Fryer anticipates an evolution, not a revolution in the overall acceptance of increased automation in restaurants, but feels the need for authentic human connection will remain fundamental to the dining experience. 

“Younger generations are more tech-comfortable, but even Gen Z shows resistance to over-automation in our survey. They’re actually the most likely to avoid restaurants that feel too automated. What will change is the sophistication of how we blend technology with human service.”

As operators get better at using automation strategically for handling inventory, scheduling and compliance, guests will benefit from the efficiency without losing the human touch they value, said Fryer.

“However, I believe the resistance to robotic emotional interaction will persist. Technology will get better, but so will guests’ ability to distinguish between genuine care and programmed responses.”