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BALTIMORE, August 4, 2026 – What can a pizza shop teach us about the dramatic shifts taking place in consumer marketing? Quite a lot, actually. New research that focused on pizza delivery has found that consumer impatience is now driving so much consumer decision-making that even location, price, and quality can take a back seat. While this study focused on pizza delivery, the study’s findings have ramifications for all business-to-consumer firms.

The new research published in the INFORMS journal Marketing Science took a closer look at how faster delivery influences consumer choice. The researchers found that consumer impatience –

the desire for rapid delivery – reduces the likelihood that the consumer will comparison-shop, it reduces substitution among sellers, it softens price competition, and it allows lower-quality providers to survive.

The findings challenge conventional wisdom, which holds that faster delivery mostly expands consumer choice and intensifies competition.

The study, “Consumer Impatience, Technological Innovation, and Market Structure,” by researchers from Purdue University, Bocconi University, and the University of Bologna, analyzed nearly 98,000 pizza-delivery orders placed by more than 6,800 consumers across 51 independently owned pizzerias in a major Northern Italian city between 2010 and 2011.

“Our findings challenge the common assumption that faster delivery simply intensifies rivalry,” said the researchers. “Instead, impatience fragments the market, protecting lower-quality providers that rely on proximity while limiting the reach of higher-quality ones.”

The study’s findings show that consumers are highly sensitive to waiting. For the median consumer, a 50% reduction in delivery time is worth more than 20% of the order price. This impatience sharply limits competition, more often giving the order to the establishment which can deliver the product the fastest. The faster delivery time often also negates lowest-price competition.

At the same time, the study authors found that when technology substantially shortens delivery times, however, the market shifts: high-quality firms gain share while many lower-quality establishments exit. So, even while delivery times, combined with consumer impatience, shape the market, the higher quality competitors tend to perform better, ultimately driving lower-quality firms out.

“When delivery time falls by more than 75%, the pattern reverses: market share concentrates among high-quality pizzerias, and many low- and mid-quality establishments exit,” said Rossi. “This is because proximity to the customer is no longer an advantage for some of those lower-quality sellers.”

The researchers also found that the platform consumers use to make decisions and place orders can monetize impatience. Offering a premium delivery service that is 10% faster for an additional fee equal to 10% of the basic menu price increases platform profits by 18.7%.

“For platforms and marketing decision-makers, understanding the dual role of delivery speed is essential,” said the study authors. “Strategies that treat impatience solely as a cost to be minimized may miss both the competitive advantages it provides.”

While this study focused on pizza delivery, the findings of this study add to the empirical research on consumer behaviors in an online world. The same dynamics at play in this study can be transferred to any business that sells products online and relies upon delivery channels.

 
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Why NFC is driving frictionless tipping and becoming a competitive advantage in hospitality

By Doron Dreyer

In hospitality, technology only matters when it improves human connection. When it comes to tipping, that is especially true. As hotels and service businesses continue adapting to a cashless world, operators are increasingly faced with a deceptively simple question: Implement QR code tipping or NFC tipping?

At first glance, both solutions appear to accomplish the same goal. Both are contactless. Both remove the friction of cash. Both allow guests to reward exceptional service digitally. But the guest and employee experience behind each technology is dramatically different, and in 2026, that difference matters more than ever.

QR code tipping helped introduce operators of hospitality entities to digital gratuities. The model is familiar: a guest scans a printed code, waits for a browser window to open, navigates to a tipping page, selects an amount, and completes payment. It works, and for many restaurants or fixed-service environments, it remains a functional entry point into digital tipping. QR codes are inexpensive to produce, simple to deploy, and easy to update.

But hospitality is ultimately built around moments. And every additional step between a guest’s intention to tip and the completion of that action creates an opportunity for hesitation, distraction, or abandonment.

In a busy hotel lobby, a dimly lit restaurant, or after a long travel day, even minor friction becomes meaningful. Older devices, poor connectivity, or unfamiliarity with QR conventions can interrupt the process before a tip is ever completed.

NFC tipping changes that experience entirely.

Using Near Field Communication technology (the same technology behind Apple Pay and Google Pay) guests tap their phone against an NFC-enabled badge, keychain, wristband, or tag worn by a service employee. The tipping page opens instantly. No scanning. No camera. No waiting. The interaction feels natural because guests are already conditioned to tap-to-pay in nearly every other aspect of their lives.

That simplicity has a measurable impact. The fewer barriers between appreciation and action, the higher the likelihood a guest follows through. In an industry where gratuities directly influence employee satisfaction and retention, reducing friction is not a minor operational improvement, it’s a workforce strategy.

Portability is People Pleasing

The distinction becomes even more important in hotel environments where employees are inherently mobile. QR codes are tied to locations: a table, a front desk, a room card holder. NFC tags are tied to people. A valet, housekeeper, shuttle driver, bellhop, or bartender carries their tipping identity with them throughout the property. The interaction becomes personal rather than transactional.

That portability also reflects a broader shift taking place across hospitality. Increasingly, workers want ownership over their professional identity and earning potential. NFC-based systems support that evolution by allowing tipping access to move with the employee across shifts, departments, properties, and even careers. A printed QR code simply cannot offer the same flexibility.

Security is another area where the technology gap becomes impossible to ignore.

QR codes, by nature, can be copied, photographed, replaced, or redirected to fraudulent destinations. For luxury hotels and premium hospitality brands, that vulnerability introduces unnecessary risk. Guests expect secure, seamless transactions, particularly when interacting with digital payment systems.

Modern NFC infrastructure addresses those concerns directly. NFC tipping meets the same security standards consumers already trust in financial transactions. That’s why secure NFC technology paired with encrypted authentication protocols is becoming the new benchmark for hospitality tipping platforms. NTAG 424 DNA chip and its Secure Unique NFC (SUN) message feature is the gold standard in secure physical-to-digital authentication. This is what delivers banking grade security to electronic tipping.

Every interaction is trusted, seamless, and tamper-resistant in addition to being convenient.

None of this suggests QR codes are obsolete. For restaurants with fixed seating arrangements or venues operating under strict hardware budgets, QR tipping can still serve as a practical solution. In many cases, operators may even choose to offer both methods simultaneously, giving guests flexibility based on context and preference. However, the future lies with secure NFC, which can be fully managed on the cloud.

The hospitality businesses leading the industry forward are increasingly recognizing that digital tipping is no longer just about accepting payments. It’s about designing a guest experience that feels effortless while empowering the employees who create exceptional service every day.

QR codes opened the door to digital tipping. NFC is redefining what that experience can become.

As the hospitality industry continues modernizing around mobile-first guest behavior and employee-centered technology, the winners will be the brands that eliminate friction, strengthen trust, and put service professionals at the center of the experience. In that environment, NFC isn’t simply a better technology; it’s a better hospitality solution.

To read a more in-depth version of this article, click here.

About the Author

Doron Dreyer is Co-Founder and CEO of GratifID, a financial technology company building TIPMO, a digital tipping infrastructure for the hospitality industry. GratifID’s innovative payment and engagement technologies are designed to modernize how businesses recognize, reward, and connect with their workforce. Focused on hospitality and service-driven industries, the company’s solutions are built to simplify operations while improving employee experience and guest engagement. Visit www.tipmo.com

 
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Author: John Li, Technology Analyst at IDTechEx

The service robotics industry has grown quickly in recent years, spurred on by advances in robotics technology and artificial intelligence (AI), and is set to alleviate labor shortage issues across multiple industries.

Service robots, as covered in the new IDTechEx report, “”, can be used to automate several industries, including logistics and delivery, cleaning, agriculture, underwater exploration, food service, and social interaction. Although each application presents advantages, their stages of commercialization vary significantly, with some being well-developed, attracting US$ billions in annual revenue, whereas others, despite their huge potential, are still emerging and may only reach full commercialization by the end of the decade. This IDTechEx article examines the winners in the short and long term in the service robots market.

Logistics and Delivery Robots Market to Exceed US$60 Billion in Ten Years

Logistics robots perform many tasks that were initially developed for tightly controlled, standardized manufacturing environments and have since been extended to warehousing, wholesale, and e-commerce sales in the service sector. Among these, Automated (or Autonomous) Guided Vehicles (AGVs) to move cargo, such as crates and shelves, and occasionally people, were first used in the structured spaces of factories and required special flooring for motion guidance. With advances in robotics, these devices require relatively simpler signage, such as floor marking stickers.

They are increasingly able to move autonomously and avoid obstacles in less structured environments, such as airports or large floors. As technologies continue to evolve, the industry has transitioned away from AGVs ‘independent’ or ‘infrastructure-free’ autonomous mobile robots. In the future, can also be used for more complex material handling tasks, and are included in IDTechEx’s forecasts. Overall, the logistics and delivery robots are and will continue to be the largest service robots market, according to IDTechEx’s research.

Cleaning Robots Will be The Second Largest Service Robot Market

Cleaning robots refer to all the robots with the capabilities of cleaning and disinfecting their surrounding environments. The demand for automated, remote, and no-contact cleaning throughout the COVID-19 pandemic resulted in increased interest, with IDTechEx forecasting the market to exceed US$20 billion by 2036.

There are different types of cleaning robots, including robotic vacuum cleaners, deck-cleaning robots, disinfection robots, and many others. While robotic vacuum cleaners are now extremely common globally, deck-cleaning robots and pipe/tube cleaning robots are rarer, although IDTechEx forecasts deck-cleaning robots to become mainstream in the long term. These robots, along with other types of cleaning robots, are analyzed and forecasted in IDTechEx’s new report, “”.

Kitchen Robots Will Grow 20-Fold From a Much Smaller Base

Compared to cleaning and logistics robots, the technical barrier to implementing kitchen and restaurant robots is greater, providing an additional barrier to increased adoption. This has resulted in a lower demand overall for kitchen and restaurant robots, with IDTechEx estimating the market to be worth less than US$50 million, as of 2025. However, owing to a relatively small market in 2025, IDTechEx does forecast an increase in market size of 20 times for kitchen and restaurant robots over the coming decade. Kitchen and restaurant robots include robotic waiters and robotic cooking arms, to fully automated kitchen systems.

Logistics robots and cleaning robots both benefit from high market demand and relatively low technical barriers, compared to kitchen and restaurant robots or underwater robots. Source: 

IDTechEx’s new report, “”, includes emerging technologies and stages of development for each application, regulations around social robots and logistics robots, and financial impacts on the future trends. For each type of robot, potential application areas and companies are analyzed. A 10-year granular market forecast is given for each category of robot, including social robots, delivery and logistics, disinfection and cleaning, agricultural, kitchen and restaurants, underwater, search and rescue, and construction robots.

For more information on this report, including downloadable sample pages, please visit , or for the full portfolio of robotics research available from IDTechEx, see .

 
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By Alexandra Skinner

Running a restaurant has always been a balancing act — delight guests, manage staff, control rising costs, and maintain safe operations. But everyday hazards can lead to injuries that affect both people and insurance costs.

Restaurant injuries often stem from common risks such as slips on wet floors, strains from lifting, and cuts or burns during food preparation. Psychological and physical injuries related to violence, bullying, and harassment can also occur.

In B.C., lacerations, strains, and burns account for 73 per cent of all injuries in restaurants, according to WorkSafeBC. Collectively, these injuries result in millions of dollars in claims each year, affecting both individual businesses and the broader industry. In 2025, time-loss claims in the restaurant sector resulted in an average of 42 days away from work per injured worker, creating staffing pressures and added costs for employers.

Because workers’ compensation insurance reflects claim costs, fewer injuries across the sector mean lower base rates for everyone.

“Throughout the pandemic, B.C.’s restaurant industry showed a strong commitment to worker safety. Injury rates dropped in 2020 and have stayed below pre-pandemic levels,” says Alison Jones, Manager of Prevention Programs and Services at WorkSafeBC.

Many employers have continued to build on that momentum through ongoing prevention practices that lead to healthier workers, less downtime, and lower compensation costs. Since 2024, the average base premium rate for a B.C. restaurant has been reduced by 35 per cent. For a restaurant with $500,000 of assessable payroll, that means average savings of $1,550 a year. While the distribution of the industry’s surplus was the largest contributor to lower rates, improvements in health and safety also played an important part. Continued improvements in health and safety will be important for moderating rates over time.

The solution: prevent injuries and support safe return to work

The most effective way to protect workers and lower insurance costs is to prevent injuries before they happen. That starts with everyday prevention practices.

“Focus on the basics and do them consistently,” says Jones. “Keep floors clean and dry, use the right tools and equipment for the job, provide ongoing training for staff, and encourage workers to speak up about their concerns.”

Key actions include:

  • Implement strong safety programs: Develop a comprehensive workplace health and safety program that includes hazard identification, staff training, safe work procedures, and regular safety reviews. Investing in better equipment, ergonomic practices, and safer workflows can significantly reduce injury risk.
  • Support return to work: Help injured workers safely return to work, even in modified duties. This supports recovery, protects income and job security, and reduces claim duration and overall costs.
  • Leverage data and safety tools: WorkSafeBC offers resources, including the Employer Safety Planning Toolkit and interactive data tools, to help employers reduce injuries and improve return-to-work outcomes. These tools also allow employers to analyze claim trends, project how changes may affect rates, and identify opportunities for improvement.
  • Use industry health and safety associations (HSAs): Provincially designated HSAs like go2HR, support workplace safety in the service sector and provide resources to strengthen prevention programs.

The reward: lower premiums and more money to reinvest

An individual restaurant’s insurance premium is influenced by its own claims' history over time. If injury costs remain consistently lower than similar businesses, owners may earn a discount; if costs are higher, they may pay more.

Strong safety performance can lead to meaningful savings. For example, in B.C., a restaurant with $1 million in payroll and a base rate of $0.58 could pay:

  • As little as $2,900 with strong safety performance and low claim costs
  • As much as $11,600 with frequent or severe claims

Experience-based pricing reflects trends over multiple years rather than a single incident, so consistent prevention and return-to-work practices drive long-term savings.

The bottom line: safety pays off

Creating a safer workplace is first and foremost about protecting the people who work in your restaurant. It’s also a legal responsibility under provincial occupational health and safety regulations.

But it’s also a smart financial strategy. Fewer injuries lead to lower claim costs. Lower claim costs help reduce insurance premiums. And lower premiums free up money to reinvest in staff, operations, and the guest experience.

By making safety a core part of restaurant culture, employers are not just reducing risk — they are strengthening their team, their reputation, and their bottom line.

 
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Hot sunny days, warm evenings, and bustling patios — make the most of this glorious season with a menu refresh

By Carolyn Camilleri

Canadians certainly know how to make summer count by packing in as much fun and socializing as they can — and that often means dining out. This is the season for BBQ, patios, sharing plates, tall refreshing summer drinks and a time to introduce new menu ideas to help celebrate our common culture.

Here are some great menu suggestions:

Duck it up

Make those gatherings even more special by upscaling your menu with duck from King Cole Ducks.

“Duck satisfies a number of different opportunities within menus,” says Craig Thompson, president of The Tangerine Group and part of the King Cole Ducks team for about 30 years. “Our theme at this year’s Restaurants Canada show was ‘just add duck,’ and what we were getting at with that is that you can take a traditional food like tacos and make them with pulled duck meat. You can add smoked duck breast to a salad.”

King Cole Ducks carries a whole range of duck products that fit whether it’s brunch, lunch, dinner, or appetizers.

“It’s a very versatile product that fits very nicely with outdoor dining or even just the whole summer vibe,” he says. “It’s an upbeat, upscale protein.”

In the past, some restaurants were hesitant to put duck on a mainstream menu — it was considered fine dining only. One of the items that can really shift that hesitancy is duck spiedini — skewers of tender, juicy duck breast, ready to grill and perfect as a sharable appetizer, salad, or entrée. Or try duck wings as a limited time offer (LTO).

“An LTO is an easy way to sample your audience and give them something exciting and new, gauge the reaction,” he says.

One of the most popular King Cole Ducks products is the confit duck leg, which is fully cooked using the traditional French method. Chefs love it, says Thompson.

“It’s an absolutely beautiful product because it is fully cooked — it’s impossible to mess up — and yet when you eat it, you’d swear it was just freshly created. The flavour — it’s infallible and it’s so rich, so tender and juicy. It’s become a very popular product.”

While you can serve the confit leg as a main course entrée, some chefs pull the meat off the leg and use it in a variety of ways — salads, flatbreads, pizzas, eggs benedict.

“The only limitation is your own imagination,” says Thompson.

King Cole Ducks’ fully cooked products are ideal for busy kitchens, cutting way down on prep time.

“Being able to offer a high end product that’s really versatile and really easy to prepare for your staff — those are big factors,” he says.

Adding to the appeal, King Cole Ducks has a great Canadian story.

“King Cole Ducks is now a fourth generation family farming operation and they’ve weathered a lot of storms to be here today,” says Thompson. “They’ve maintained the integrity of old-fashioned Canadian farming — and integrity is a key word.”

King Cole Ducks is renowned for leadership and stewardship in animal care, as well as for environmental responsibility.

“King Cole is really Canadian in terms of its roots and the TLC that the family has always injected into their business,” says Thompson.

Around the globe and on the grill with Canadian beef

 Nothing says summer like live-fire cooking and grilling — it’s always a major focus on summer menus.

“Whether it’s charcoal grills, wood-fired cooking, or plancha-style searing, chefs are leaning into techniques that highlight the natural flavour of beef,” says Sandesh Rodrigo, foodservice manager, channel marketing at Canada Beef. “Over the past year, we’ve also seen more innovative independent restaurants adopt hibachi-style or parrilla grills, while seasonal operators and patios increasingly feature wood-fired barbecues as part of their summer offering.”

Many Canadian beef cuts respond particularly well to quick marinades and high-heat cooking.

“Cuts like flank and skirt steaks absorb flavour easily and cook quickly, making them ideal for grilling and slicing across the grain for dishes such as tacos, steak salads, bowls, and wraps,” he says. “We could also see more chefs cook whole muscles over live fire and carve them for service, particularly cuts like bottom sirloin tri-tip and clod/petite tender. It’s a format that works well for share plates, steak sandwiches, and composed summer dishes while delivering strong flavour and visual appeal.”

In terms of flavour, think bold and global — Latin America, Middle East, and Southeast Asia, as well as cross-cultural fusions such as French-Asian, Latin-Asian, and Indo-Canadian flavour combinations. Sauces and seasonings like chimichurri, shawarma-style spice blends, gochujang marinades, and fresh herb-forward sauces pair naturally with grilled beef.

Ethnicity is also influencing steak presentations, such as picanha and gaucho-style steaks, as chefs draw inspiration from South American grilling traditions.

“Beyond steaks, many chefs are reimagining familiar cuts like short ribs, chuck, and ground beef in ways that feel fresh and suited to summer dining,” says Rodrigo, listing reverse-seared short rib sandwiches with Asian-inspired flavours, mint-forward beef curries, grilled beef kababs in kathi rolls, and globally inspired burgers.

While premium middle meats continue to play an important role, value continues to influence decisions.

“Last summer, we saw a growing interest among operators in value-driven beef cuts that deliver strong flavour while supporting menu profitability, and we expect that focus to continue into summer 2026,” says Rodrigo.

That means looking beyond traditional middle meats and exploring those flavourful alternative cuts that perform well on the grill while offering good value for operators. He suggests flank, outside and inside skirt, bottom sirloin tri-tip derived steaks, as well as chuck roll — all excellent options that deliver robust beef flavour and adapt well to globally-inspired dishes and shareable summer plates.

“Dining in Canada is evolving alongside the country’s demographics. Our cities are becoming more culturally diverse, and that diversity is showing up on menus as chefs draw inspiration from the flavours and techniques that represent the industry’s diversity. It’s exciting to see how global flavour traditions influence the way beef is prepared and presented,” says Rodrigo. “At the same time, diners are looking for value, variety, and memorable dining experiences, which is encouraging chefs to explore flavourful alternative globally inspired experiences that continue to stand out.”

Lastly, tell people where your beef comes from — highlighting beef raised by Canadian farmers and ranchers continues to resonate on menus.

Go all Canadian with Chicken

 No matter the season, chicken is a key protein on any menu and the starting point for so very many dishes. Every chef has a repertoire of chicken recipes that can be modified to accommodate new flavour trends and cooking styles — because diners love it.

“Chicken is Canada’s most popular meat protein, valued for its versatility, quality, and affordability across a wide range of cuisines and dining occasions,” says Chris Hofley, communications officer Chicken Farmers of Canada.

So how do you draw more diners to your chicken offerings? Go all Canadian and tell people about it.

“Canadian diners care about where their food comes from, and research consistently shows they prefer chicken raised in Canada,” says Hofley. “They value knowing their chicken was produced under strict national standards for food safety and animal care, and that it supports Canadian farmers and rural communities.”

It starts with how chicken is raised.

“Canadian chicken is raised on family farms across the country under a supply management system designed to meet demand and deliver consistent quality while maintaining high standards for food safety, animal care, and sustainability,” says Hofley. “Chicken farmers follow strict national programs that cover everything from on-farm food safety and biosecurity to animal care, with regular audits to ensure these standards are met.”

Supply management in Canada plays a critical role, he adds, allowing production to closely match domestic demand.

“The result is a stable, transparent system that supports Canadian farm families while ensuring restaurants and consumers have access to a reliable supply of high-quality chicken raised right here at home,” he says.

Chicken Farmers of Canada are always looking to engage in strategic partnerships with restaurants that deal with Canadian chicken.

“These partnerships come in many forms, be it through the logo placements of our Raised by a Canadian Farmer brand on menus, websites as well as co-branded campaigns,” says Hofley. “The brand highlights the values of the nationally mandated programs and signals strong consumer trust in the chicken meat sector as well as in the partnering restaurant.”

With Canadian chicken as your starting point, your chicken recipe can be a globally and creatively diverse as you want to take it this summer.

 

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