DIGITAL MINIMALISM
for people to focus on what really matters in their dining experience,” he says. Tristano cites Starbucks’
decision to close its pickup-only stores as a prime example of digital minimalism in action. Te format removed the social aspect that defines Starbucks, and the company has refocused on the “third space” experience – connection and hospitality – over pure convenience. “Tat’s the heart of digital minimalism,” he says. “It’s not about eliminating technology – it’s about using it intentionally, in ways that support what the customer really wants.” Several restaurant chains
have also moved away from tech everywhere, namely by reverting from QR-code-only menus back to printed menus. BJ’s Restaurants noted in published reports that average checks were higher when guests could browse a physical menu. Darden Restaurants (Olive Garden, LongHorn Steakhouse, etc.), Zuma and John Fraser Restaurants have also brought back paper menus after experimenting with digital-only during the pandemic.
FINDING THE RIGHT BALANCE
According to Tristano, most brands are overdoing digital marketing. “Even at our own company, we email our customers once a month, rotate seasonal items, and avoid text marketing because it feels too intrusive.” Te solution, he suggests, is greater user control – letting app users set their own communication preferences. “Until that happens, it’s
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going to continue to be overkill.” For Tristano, the test is
simple: digital tools should enhance, not hurt, the customer experience: “If the technology doesn’t make ordering easier, more accurate, or more personal, then what’s the point?” He points to improvements like order-accuracy systems and geo-fencing to time pickups – examples of tech that elevates hospitality rather than replaces it. O’Mara agrees: “Efficiency
can’t come at the expense of experience. Tink of tech as a toolbox – use the tools that fit your goals. Use technology smartly – not no tech, but the right tech.” In short, he suggests that digital tools should handle background work, such as scheduling, data capture, payment processing, so staff can focus on genuine hospitality. For designers and operators
alike, digital minimalism isn’t philosophical – it’s spatial and procedural. As O’Mara puts it: “Program drives design. Service level and technology use has a huge effect on design so we always do a very detailed, programmatic study first before any drawings happen.” For example, going heavy on to-go means pickup windows,
“Think of tech as a toolbox – use the tools that fit your goals. Use technology smartly – not no tech, but the right tech”
order lockers, and more hot-holding, O’Mara says. In contrast, “for made-to-order, you need different servery and back-of-house layouts, more refrigerated drawers, reach-ins, different counter design.”
ENHANCING NOT HURTING
When it comes to foodservice equipment, digital minimalism means maximizing throughput with less space and lift, O’Mara says. Pieces like combi ovens and multi-cook ovens fit this profile – they can prepare various types of foods with the press of a pre- programmed button. For some, a mixture of
kiosks, online and human-to- human ordering works – for others, more human interaction might be needed. Tristano points to non-equipment-based digital improvements like order accuracy and geo-fencing – when a store knows a customer is nearby and prepares their order on time – as ways digital tools can actually elevate hospitality without hardware.
Looking ahead, they
predict more hybrids: printed menus alongside QR codes; a host greeting you even if you booked online; kiosks as well as staffed registers. Big chains are already reframing digital investments with intention – deploying AI and automation to solve problems rather than dilute hospitality. For design consultants, that
means right-sizing the footprint and utilities to the service model, integrating only the tech that earns its space, and preserving clear guest sightlines and human touchpoints. For operational consultants, it means auditing platforms for redundancy, concentrating data flow into a few reliable systems, and training teams to use tech as a support act – not the star. For consultants, the
takeaway is simple: future- proofing a restaurant’s digital strategy isn’t just about what to add, but also what to leave out – so the experience, not the interface, takes center stage.
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