QR code menus gained popularity during the pandemic. Now, operators must decide whether the tradeoffs are worth it.
I keep forgetting. I’ll sit down to dinner and wait for a server to come by, and after a time I’ll start to crane my neck out and make eye contact. I am one of those people who will bend over backward to forgive what is generally considered “bad service,” because service work is exhausting and frantic and I know I have the privilege of even being served. But after a while it’s like, c’mon, I do need a menu.
The technology is there for the QR code to provide not just a menu, but an entire ordering system. Some restaurants just upload a PDF of their menu to a website you can access through a QR code, but others use services like Scanour.menu for in-house ordering, so restaurants can operate with fewer servers. According to Steve Wright, CEO of, they’re seeing that more in casual and fast-casual restaurants, where the expectations around hospitality are different.
While most restaurants adopted the QR code menu during the pandemic, Wright says he’s seeing a new wave of interest, as operators realize the QR code menu has convenience for them beyond the sanitation theater of the pandemic. And that often manifests in ways that are mostly hidden to the diner. “[If] something gets sold out on the menu, you click a button and it goes off instantly,” he says of the code menu’s flexibility. “Then you don’t have to reprint your menu 20 times.
Now, the future of QR codes, say those in the industry, is fully exploring what can be done with the tech. “Right now you’re looking at a static menu,” said Michael Beacham, president of REEF Technology. “Eventually what you’ll look at is a menu that changes, and eventually, pricing that changes throughout the day.” In the future, restaurants could update menus when they’re out of certain items, or slash pricing if a certain dish needs to move, or even create peak pricing for the dinner rush.
Restaurant owners also see a draw in digital menus around data. “If you run a restaurant that doesn’t take reservations, you don’t know who your guest is until they pay,” Bo Peabody, co-founder and executive chairman of reservations app
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