The 2025 Restaurant Technology Study: So Many Priorities, So Little Time

Here’s how to turn it into action, not just anxiety

The 2025 Restaurant Technology Study highlights rising budgets and big ambitions—but the real challenge is turning that into measurable impact. Smartbridge breaks down where restaurant brands should focus to actually move the needle on guest experience, cost, and analytics.

There’s probably no need to introduce you to Hospitality Technology magazine, since their claim to fame is that all the large restaurants visit their website on a weekly basis. But did you know about their annual Restaurant Technology Study? It follows immediately after their big MURTEC conference each year and is one of the more interesting studies we review at Smartbridge.

Why? Because it paints the picture of the industry’s priorities and ensures we are delivering the right services at the right time. Smartbridge was born out of restaurant IT services, supplying one of the largest Texas fast food chains with consultants skilled in systems integrations. We have grown to amass a portfolio around advanced analytics, AI and digital enablement for corporate, BOH and FOH.

This year, for 58% of the respondents, IT budgets will increase. This extra wiggle room (for 33%, the increase will be less than 5%) is likely allocated to improving digital customer engagement, reducing costs (funny how that works!) and improving business analytics.

Kim, J., & Firpo-Cappiello, R. (2025). 2025 Restaurant Technology Study: Optimizing ROI. Hospitality Technology.

Let’s take a look at these three goals a little closer.

RESTAURANT TECHNOLOGY STUDY: Top Strategic Goals for Tech Investment

Improving Digital Customer Engagement

It’s understandable that restaurants have a hard time measuring tech ROI, especially when, as HT puts it, improving guest experiences aren’t always immediately quantifiable. The investment being made to improve digital customer engagement must be tied to migrating away from legacy systems AND applying advanced analytics or AI to create both the mechanisms to deliver the expected outcomes, and properly observe their success, or lack thereof.

So how do you solve two problems with one solution? There are ways!

Customer Feedback Consolidation & Insights

One large restaurant brand came to Smartbridge with fragmented customer feedback across different channels—survey platforms, review sites, internal systems. We built a GenAI solution to consolidate that data and apply sentiment analysis with Power BI and Azure AI.

This created a single view of the customer voice, segmented by region and time, so brand and ops teams could act on it.

Generative AI for guest surveys for restaurant

Generative AI Solution for Global Full-Service Restaurant Group

Personalized Promotions via AI Models

Many chains are experimenting with predictive models that analyze order history and app interactions to trigger targeted promos. Instead of generic discounts, customers get offers that match their behavior, increasing conversion.

The catch? This only works if your loyalty platform and POS data are connected—and most aren’t.

In-App and Kiosk Experience Optimization

Advanced session tracking tools (like FullStory or Quantum Metric) are helping digital teams pinpoint friction in the ordering process—whether it’s laggy images or confusing add-on choices. This leads to better UX and higher ticket sizes.

GenAI for Customer Service

Some brands are piloting generative AI-powered virtual assistants that respond to menu questions, loyalty inquiries, and delivery status updates—without needing live staff. These tools reduce call center volume and improve satisfaction scores.

These examples aren’t just about improving the customer journey. They create measurable data points—conversion rates, customer retention, CSAT—that feed into a clearer view of ROI.

RESTAURANT TECHNOLOGY STUDY: Top Strategic Goals for Tech Investment

Reduce Costs

It can definitely be a challenge to accomplish cost reduction if you are also investing in digital technologies that require cloud consumption in a way that legacy on-premise systems never have.

But the real cost isn’t the cloud—it’s inefficiency.

Here’s where restaurants are focusing to bring costs down in smart, scalable ways:

Consolidating Redundant Tools

Many restaurant IT teams are still juggling overlapping systems across POS, loyalty, labor, and inventory. Rationalizing these stacks—replacing five tools with one platform—reduces not just licensing costs, but integration headaches and maintenance.

Restaurant Technology Study - Reducing Costs

Automation of Manual Processes

From vendor invoice processing to employee onboarding, there’s no reason humans should still be doing these tasks by hand. One quick win? Automating AP workflows with Power Automate or UiPath to reduce data entry errors and free up staff hours.

Restaurant Group Uses RPA for Inventory Auditing and Sales Discounts

Restaurant Group Uses RPA for Inventory Auditing and Sales Discounts

Inventory and Food Waste Management

BOH cost savings often start with smarter inventory insights. Tools that alert staff to over-ordering, shelf-life limits, or poor portioning can significantly reduce waste. Bonus: Some chains are layering in AI to predict inventory needs based on weather and event data.

Large QSR Reduces Food Waste with Grillmaster

Large QSR Reduces Food Waste with Grillmaster

Field and Franchise Ops Dashboards

When field managers can spot which locations are underperforming in labor efficiency or food costs—without waiting for weekly reports—they can take action faster. Dashboards driven by near real-time data reduce the lag time that often leads to waste.

Taking a QSR's Analytics Maturity to the Next Level

Taking a QSR’s Analytics Maturity to the Next Level

So yes, costs are rising in some areas—cloud consumption, labor, compliance. But with the right foundation, digital investments can pay for themselves by eliminating hidden operational drains.

RESTAURANT TECHNOLOGY STUDY: Top Strategic Goals for Tech Investment

Improve Business Analytics

In our 22+ years in business we have never NOT put business analytics on our personal list of “most important things an organization can do”.

But today, analytics means more than just dashboards.

The restaurants that are getting this right are doing a few key things:

Breaking Down Data Silos

Data still lives in too many places—POS, loyalty, third-party delivery apps, spreadsheets. Without integration, you’re only seeing part of the story. A unified data model gives operators, marketers, and execs the same source of truth.

Moving from Descriptive to Predictive

Tools like Power BI, Tableau, and Databricks aren’t just showing what happened last week. They’re helping teams ask: Which menu items are trending down and need a promo boost? Which locations are likely to go over labor targets this weekend? Which customer segments are most at risk of churn?

Making Analytics Accessible Beyond HQ

Business intelligence shouldn’t be stuck at the corporate level. Field managers, franchisees, and even GMs need role-based access to the insights that matter to them. That’s where mobile-friendly dashboards and self-service tools come in.

Closing the Loop

Analytics only matters if it leads to action. The smartest brands are using insights to drive targeted changes—then measuring the result. That feedback loop is what turns dashboards into ROI.

At the heart of all this, Smartbridge’s take-away from the story unfolding here is that restaurants are looking for a true technology partner willing to prove the ROI of their efforts, ensure compatibility with legacy, and support implementations.

That means less hype, more accountability.

Restaurants don’t need another vendor—they need a partner who understands the complexity of their systems, the urgency of their goals, and the pressure to show results fast.

At Smartbridge, we’re already helping brands solve for this by:

  • Streamlining cloud migrations while preserving legacy integrations
  • Building analytics platforms that tell a clear ROI story
  • Automating the right processes, not just the easy ones
  • Creating tools that improve the guest experience and reduce operational noise

Let’s talk if your team is planning a technology shift and needs help turning intent into execution.

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