You might be hearing the term “digital minimalism” more these days and wondering what it means. The idea was first popularized by computer science professor and author Cal Newport in his 2019 book, Digital minimalism: Choosing a focused life in a noisy world. At its core, the philosophy is about using technology with greater intention – paring down tools to only those that add clear value, while reducing the noise, clutter, and depersonalization that too much tech can bring. For consumers, that has translated into more proactive efforts to “put down the phone” and reconnect with others on a deeper, in-person level.
Hard numbers back this up. A whopping 95% of Americans think restaurants should still offer in-person menus, while only about one in 10 prefer QR codes, according to distributor US Foods’s 2024 Diner Dispatch survey profiling its restaurant customers’ diners. A survey by POS provider Toast similarly found 81% of diners prefer a physical menu over a QR code. Peer-reviewed research in 2024 by Science Direct reached a similar conclusion: QR menus can diminish customer loyalty versus traditional menus, due to perceived inconvenience.
Consumers are also pruning their digital inputs in this post-pandemic era. Among Gen Zers, 43% say they’re seeing benefits from a more minimalist digital routine, according to a generational survey conducted by ExpressVPN in 2024. Meanwhile, US data from Harmony Healthcare IT in 2024 shows that 40% of consumers are actively cutting screen time while 52% feel too phone-dependent.
“Digital minimalism means pulling back from living your whole life through your smartphone,” says Tim O’Mara, vice president of the Management Advisory Services division, Cini-Little International. “It’s a conscious effort to look outside your smartphone. In food and beverage, we’re seeing people pull back from technology use because they want more human interaction. Hospitality is all about experience and human interaction.”
Now, that mindset is starting to influence foodservice. While the pandemic ushered in a “contactless” era – one marked by enhanced digital adoption impacting both design and operations – many operators today are rethinking what technology actually serves them, moving away from “tech for tech’s sake” and focusing instead on digital solutions that truly enhance efficiency or the guest experience.
“We went heavy on tech – delivery, QR codes, automation – because people weren’t interacting,” O’Mara says. Now people are saying, ‘Wait a minute, we went too far away from human interaction.’”
Operational impact
Beyond the dining room, digital minimalism is also shaping how restaurants communicate with guests. Darren Tristano, CEO of Foodservice Results, describes it as narrowing and simplifying digital touchpoints so customers aren’t overwhelmed by constant messaging. “Many restaurants are overburdening their guests with too many touchpoints – emails, texts, app alerts – making it harder 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. The format removed the social aspect that defines Starbucks, and the company has refocused on the “third space” experience – connection and hospitality – over pure convenience. “That’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.” The solution, he suggests, is greater user control – letting app users set their own communication preferences. “Until that happens, it’s 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. Think 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, 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.
Amelia Levin
