Restaurants and robots: public preferences for robot food and beverage services

Abstract

Purpose The hospitality industry in developed countries is under pressure due to labor shortages and it is likely more food and beverage operations will have to be automated in the future. This research investigates the public’s perceptions of the use of robots in food and beverage operations to learn about how the public perceives automation in food and beverage. Design/methodology/approach Data were collected from a survey disseminated online in 12 languages, resulting in a sample of 1,579 respondents. The data were analyzed using factor analysis and OLS regressions. Findings The data also reveal that generally positive attitudes toward the use of robots in tourism and hospitality is a strong indicator of positive attitudes toward the use of robots in an F&B setting. The data also illustrate that the public’s perception of appropriateness of the use of robots in F&B operations is positively related to robots’ perceived reliability, functionality and advantages compared to human employees. Research limitations/implications The implications illustrate that the public seems to be generally accepting robots in food and beverage operations, even considering the public’s understanding and acceptance of the limitations of such technologies. Practical implications The research suggests that a critical element in terms of incorporating automation into future food and beverage operations is encouraging consumers to have generally positive attitudes toward the use of robots in hospitality and tourism industries. Originality/value This survey is based upon the data gathered in multiple countries to learn about how individuals perceive the use of robots in food and beverage operations, illustrating the attitudes that will assist or hinder the automation of this service industry.