The Future of Technology in the Restaurant Industry: Finding the Balance of High Tech and High Touch

The National Restaurant Association President & CEO, Michelle Korsmo, delivered a keynote address at the annual National Restaurant Association Show in Chicago, emphasizing the importance of balancing technology with customer-focused service in the restaurant industry. Korsmo highlighted the need for restaurant operators to understand their target customers and tailor their technology and service accordingly to build loyalty and drive growth.

According to the National Restaurant Association’s 2024 State of the Restaurant Industry report, the industry is experiencing rapid adoption of new technologies, with 76 percent of operators stating that technology gives them a competitive edge. Despite this, Korsmo emphasized the importance of remaining “high touch” and focusing on the customer experience as the key differentiator for restaurants.

Korsmo outlined a vision for the future of the industry, stating that the real-life experience provided by restaurants is what keeps customers coming back. She stressed the need for restaurants to use technology to interact with customers in new, tech-driven ways while maintaining a strong value proposition. Korsmo also addressed the industry’s labor challenges, stating that technology can enhance job functions across the workforce rather than displacing workers.

In conclusion, Korsmo urged the industry to find a balance between “high tech” and “high touch” in order to create the best possible experience for customers. She emphasized that investments in technology should evolve over time to meet customer preferences and help recruit, train, and retain employees. The National Restaurant Association, founded in 1919, is dedicated to serving the restaurant industry through advocacy, education, and food safety initiatives.