Enhancing the overall customer experience through simulation of hybrid ordering system in fast-food restaurants

The growing demand for convenience in the food industry has increased the fast-food restaurant (FFR) market. Key factors like order speed and accuracy, reinforced by technological advancements like self-service kiosks (SSK), shape overall service quality and customer expectations. Despite SSK implementation, FFR still faces long queues, extended waiting times, and customer dissatisfaction. This study uses discrete-event simulation through FlexSim simulation software to enhance operational efficiency and customer experience. The simulation explored system configurations for hybrid ordering systems and preventive maintenance policies. An economic analysis was conducted to improve wait times and queue lengths. Sensitivity analysis identified ideal SSK-to-counter ratios, and cost-benefit analysis evaluated their feasibility and impact on profitability and service quality. A 3:3 SSK-to-counter ratio proved to be most effective, reducing the total average wait time by 28% and reducing average queue length by 77% with segmented payment counters. Managers should balance technology with human-assisted service to ensure cost-efficiency, improve customer satisfaction, and support employee adaptability. This study contributes to service system design by integrating preventive maintenance into hybrid ordering simulations, offering practical insights on optimal kiosk-to-counter ratios to enhance customer experience, reduce wait times, and support strategic decision-making in fast-food operations.