Tech temptations: People go for unhealthier food, spend higher when ordering on digital devices, study suggests

With the rise of food delivery apps like Swiggy and Zomato, India's urban population has embraced the convenience of ordering meals with just a few taps and getting them home-delivered. This technological shift has redefined the relationship between Indians and their restaurant dining habits. But has it also influenced their food choices and spending patterns?

A new study from the University of South Florida hints at the possibility, highlighting how digital ordering platforms significantly shape consumer behaviour, often leading to more indulgent food choices and higher spending.

The study—co-authored by Dipayan Biswas, the USF Frank Harvey endowed professor of marketing in the Muma College of Business—examines the cognitive effects of ordering from digital screens compared to traditional methods like printed menus. The findings were published in the Journal of the Academy of Marketing Science.

“While digital ordering can enhance convenience and efficiency, many consumers will opt for unhealthier food choices and spend more. Our research highlights the importance of understanding the influence of digital devices on our decision-making,” Biswas said.

Digital menus and the Google Effect

The research included six studies conducted in restaurants and two in a USF lab, where Biswas and his graduate students analysed the impact of digital versus physical menus. Notably, the digital menus included not just mobile apps, but also touchscreen kiosks and tabletop tablets available in some restaurants for self-service.

They reviewed over 23,000 orders from various establishments, ranging from independent restaurants to a major global dining chain with 1,000 locations across 23 countries. Food items were categorised as unhealthy, neutral or healthy. Unhealthy items were defined by portion size and type, such as fried foods and desserts, while vegetables and fish were considered healthy. Neutral items included most soups, large salads and steaks under six ounces.

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The study found that 61% of digital orders, including those for delivery, were unhealthy—over 3% higher than orders placed through traditional methods.

It also revealed that digital menus have a stronger impact on dinner choices, as consumers are more likely to be tired and reliant on technology later in the day. Consequently, digital ordering has less influence during breakfast and lunch.

“Digital ordering modes foster a more automatic decision-making process with lower cognitive involvement. This is because digital tools encourage people to rely less on their cognitive resources and more on automated processes,” Biswas explained.

This phenomenon, known as the ‘Google Effect’, implies that the availability of digital tools alters how people store and retrieve information, and even put in less cognitive effort overall. This is evident in tasks such as storing contact numbers instead of remembering them or navigating using GPS.

It is this reduced cognitive engagement and more automatic decision-making in digital contexts that can result in more indulgent outcomes, manifesting as unhealthy food orders and higher overall spending.
Next, Biswas plans to continue investigating how digital versus non-digital ordering affects consumption volume and perceived taste of the ordered items. He also aims to explore how the presence of a human, such as during in-person or phone orders, might influence consumer decisions, as opposed to the perceived anonymity of online environments.