How augmented reality (AR) is transforming the restaurant sector: Investigating the impact of “Le Petit Chef” on customers’ dining experiences

Abstract

Many businesses across sectors are using extended reality technologies to enhance the consumer experience. In the restaurant industry, digital technologies are gaining growing interest among restaurateurs to improve customers’ dining experiences and thus their overall food well-being. In this research, we conduct an exploratory analysis using a qualitative multi-method approach to examine whether augmented reality (AR) technology contributes positively or otherwise to a customer's dining experience. We do so through a case study, namely Le Petit Chef AR dining experience. Our findings suggest that AR can influence positively or negatively consumers’ perceptions of their restaurant experiences according to five dimensions, namely sensory dimensions (the five senses’ intensity), the affective dimension (pleasantness), and behavioral, social, and intellectual dimensions. These dimensions can improve the customer's experience and be managed by restaurateurs to enhance positive attitudes toward AR in the restaurant industry. Furthermore, the results revealed that AR plays an essential role in terms of improving the overall food well-being of consumers and thus can lead to positive post-consumption behaviors. This study also identifies the factors that allow service providers to understand the psychology behind adopting or rejecting technology innovation in the servicescape.