Purpose This study aims to investigate the impact of self-service technologies on customer experience in the food service sector, with a specific focus on small food service enterprises operating in food halls. Design/methodology/approach A multiple-case study was conducted involving small food service enterprises operating within a food hall operation. Findings The study findings shed light on how self-service technologies drive customers' experiences in food hall operations. First, research findings show that these businesses benefit from operating in a food hall environment with automated customer service. Second, the adoption of self-service technologies contributes to resource optimization by reducing direct labor costs and enhancing business and food hall competitiveness. Third, findings reveal a significant reduction in operational costs and an increase in customer service efficiency, further facilitated by complementary product portfolios that enable the companies to expand their offerings to consumers. Research limitations/implications Self-service technologies enhance customer satisfaction by improving efficiency, convenience and speed, particularly during disruptions in food halls. Customers are increasingly adopting these technologies for their convenience, reducing staffing needs, cutting costs and ensuring quick service. Aligned with protection motivation theory, self-service platforms offer benefits such as safety, convenience and autonomy, encouraging adoption. To maximize engagement and satisfaction, service design should focus on user-centered, intuitive interfaces that reduce friction and promote ease of use, ultimately boosting both operational efficiency and customer experience. Practical implications This study offers new insights for scholars, trade associations and small food service operations that implement self-service technologies to enhance the service encounter, examining their effects on key business aspects such as staffing levels and purchasing process dynamics. Originality/value The article enhances the existing literature on service operations and food services by addressing knowledge gaps related to the use of self-service technologies in food hall operations, a relatively underexplored topic.
Serafim et al. (Sat,) studied this question.