H-E-B has introduced self-service kiosks at all 40 of its True Texas BBQ locations.
The kiosks operate differently from those in grocery stores, allowing H-E-B customers to browse menus and customize their meals.
Customers can also place meal orders through H-E-B’s mobile app.
While traditional counter service is available, the kiosks are designed to reduce staffing requirements.
H-E-B said that employees remain available to take customers’ orders.
They can also assist customers who choose to use the self-service kiosks.
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However, some hospitality locations have found that self-service kiosks remove the human experience.
&pizza, known for its oblong-shaped pies, recently removed all its kiosks despite opening recently.
Sergio Perez, the chief marketing officer at &pizza’s parent company Latitude Food Group, said the touchscreens “erased any attempt at hospitality.”
He explained: “We were so focused on the promise of digital that we forgot about the dining room.”
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According to reports, other barbecue operators similar to True Texas BBQ have expressed similar fears.
Brek Webber, owner of Tin Roof BBQ in Atascocita, Texas, said he was worried about losing the sense of traditionality customers associate with the restaurants.