The quick service, or fast food, restaurant industry is a major contributor to the Philippines’ food and service sector, with more than $7 billion in sales in 2023 accounting for more than 56% of the total revenues in the sector (USDA Foreign Agricultural Service, 2024; Agriculture and Agri-Food Canada, 2025). The industry is anchored in the principle of fast service. However, customer feedbacks show that the lowest customer rating is attributed to its service (Bacani et. al, 2006; Figure 2).
According to Bacani et al. (2006), the main problem in the service is attributed to service responsiveness, with an average satisfaction level of 3.6 out of 5. Similarly, a survey for this study asked the respondents to rate their fast food restaurant of choice in the Philippines (Figure 2). The categories to be rated include food, value, cleanliness, service, and location. Among the categories, the service got the lowest rating of 4.01 out of 5 from 129 respondents.
It is not difficult to see the problem in the store. During rush hours, it is normal to see long queues of customers at the cashiers’ counter to place their orders. To address this issue, in 2018, fast food stores in the Philippines started introducing the self-ordering kiosk (SOK) (Rappler.com, 2018). The SOK is a touch-screen display, menu, and point-of-sale (POS) where customers can select and place their orders, and pay using cashless options, such as e-wallets, debit cards, or credit cards, instead of queuing at the cashier’s counter. The solution aims to increase the store’s capacity to receive and process orders without additional cashiers. With the use of the SOK, some stores reduced their cashiers at the counter, which allows them to help in order preparation to reduce the overall order waiting time. This, however, did not help in easing the customer queuing. It simply moved the queues from the cashier counters to the SOKs. In instances when the customers using the SOK are not familiar with the equipment or how the menu items are organized, placing an order in a SOK can take longer than speaking with a cashier, which makes the queues move more slowly. According to Stanley et. al (2023), orders placed via the SOK make customers wait longer.
This study proposes a digital approach to the order-taking process in fast food stores by leveraging the use of the customers’ mobile phones, which will allow them to place their orders at the table to prevent customer queues at the cashier counter or the SOK. Each table in the restaurant will have a printed quick-read (QR) code attached, which will be easily visible to the customers. The table QR code will contain a unique ID to identify which table the order is placed in.
As the customers enter the restaurant, they can go and sit at any available table. While seated, the customers will use their mobile phones to scan the QR code on their table. The QR code will either open the restaurant’s mobile application, if it is installed in the customer’s phone, or the restaurant’s online ordering portal. In the app or portal, the customers can navigate the restaurant’s menu, place their orders, and pay.
The restaurant’s app or portal can also be used to place takeaway orders for pick-up. However, drive-through orders must be placed as takeaway orders if customers want to avoid the vehicle queues because most, if not all, fast food restaurants’ drive-through spaces are very limited, and there’s no room to skip over other vehicles.
Allowing the customers to place their orders while seated will lessen the customer queues at the restaurant. This also puts the customers at ease as soon as they enter the establishment, which should reflect as a service improvement. Using the customer’s mobile phone will not require additional store equipment and floor space, similar to SOKs, which makes it a more cost-effective solution.