AI-powered customer service & food service: hospitality 2.0 at EuroShop

Staff shortages, rising costs, and growing guest expectations – the challenges facing food service businesses are increasing. To meet them, artificial intelligence can serve as a smart assistant behind the scenes, helping shape guest experiences and optimize customer service. From intelligent ordering systems to economically optimized menus: At EuroShop 2026 (February 22–26 in Düsseldorf), we expect to see exciting tools and concepts that will redefine food service and hospitality retail – efficient, personalized, and available around the clock.

Digital tools alone are no longer enough. What’s needed are intelligent systems that simplify workflows, improve profitability, and provide targeted support. Artificial intelligence is playing an increasingly central role in this – not as a tech gimmick, but as a real solution to real-world challenges. In retail-based gastronomy, AI is enhancing the service experience. Beyond pure technical functionality, it enables personalized storytelling, economic efficiency, and smart ordering processes.

Many businesses are struggling with how to maintain great service with limited resources. There’s often not enough time for personal consultation, no clear view of which dishes are profitable, or how to streamline the ordering process – especially during peak hours.

At the same time, guest expectations are rising: they want to know where ingredients come from, what’s in a dish, or get recommendations – ideally instantly and in multiple languages. Speed matters too: if guests wait too long, they’ll go elsewhere.

Some food service concepts are already demonstrating how AI can help address these demands:

Digital menu systems with built-in voice output or video content are replacing traditional menus in some establishments. These systems don’t just list options – they guide guests through the offerings, provide recommendations, and do so with visual and multilingual support. This relieves service staff, ensures a consistent guest experience, and has been shown to increase the average order value.

Behind the scenes, AI is also hard at work. With smart analytics, menus can be optimized for profitability. Systems analyze sales data, ingredient usage, and price elasticity to offer insights on menu design. Questions like “Which dishes are top sellers?”, “Which ones cost too much but aren’t popular?”, or “Where can we adjust prices?” are critical in the restaurant industry. Even the order in which dishes appear on a menu can be strategically arranged based on customer behavior.

Another use case is automated order intake. In pilot fast food restaurants, drive-thru orders are now handled by voice-based AI. Guests speak their orders, the AI detects patterns, suggests add-ons, and sends the order directly to the kitchen. When paired with computer vision systems, wait times can even be reduced by prioritizing quicker-to-prepare items during busy periods.

These technologies are no longer just experimental – they’re being adopted by more and more businesses. At EuroShop 2026 in the dimension Food Service Equipment visitors will get hands-on experience with these solutions:

• What does a smart menu system actually look like?
• What insights can be gained from data-driven menu analysis?
• How does AI-powered ordering work – and what does it mean for employees?

At this trade fair, innovations aren’t just shown – they’re brought to life.

Artificial intelligence isn’t changing what service is, but how it’s delivered. It helps streamline processes, unlock economic potential, and still offer personalized guest experiences. For food service businesses, it’s becoming the key – not to more tech, but to better customer service.

Sources: Wall Street Journal Article, Hospitality Net opinion piece