How humanoid robots influence consumer preferences in the foodservice industry

Abstract

Companies in the foodservice industry are investing heavily into robots, attracted by gains in efficiency and lower labor costs. The appearance of these robots varies significantly. Some companies are investing in generalized robots that mimic the human form, while others are looking into specialized robots that look nothing like a human. This distinction in form may seem trivial when it comes to large-scale manufacturing, but it might be quite relevant to consumers when it comes to replacing vulnerable populations, such as the ones employed in food service. To that end, we investigate whether and how humanoid versus non-humanoid robots impacts consumer patronage and restaurant evaluations in a food service context across two online studies. Study 1 (N = 303, M_age = 34.9 years) shows that consumers evaluate restaurants less favorably when robots prepare food instead of humans and that this reaction is stronger when the robot has the humanoid form. Study 2 (N = 307, M_age = 39.6 years) explores the underlying cause and reveals that robots with humanoid form generate a stronger inference that they are adopted with the intent to replace human workers, which in turn reduces the perceived morality of the restaurant. Together, these findings reveal the moral inferences that consumers make about robotic labor in foodservice and offer actionable insights for restaurateurs who are considering the transition towards automation.