Global Payments Inc., a leading provider of payment technology and commerce software solutions serving businesses worldwide, has released new research highlighting a hidden but significant challenge facing the quick service restaurant (QSR) industry: “order anxiety.” According to the company’s latest consumer study, stress experienced during the ordering process is influencing customer decisions in ways that may be limiting restaurant revenue, reducing menu exploration, and undermining opportunities for upselling.
The report, based on a survey of 2,000 U.S. consumers who had purchased food from a quick service restaurant within the past six months, reveals that a large portion of customers feel pressure and anxiety when placing orders—whether at the counter, in a drive-thru, at a self-service kiosk, or through digital channels. This pressure often leads diners to make quicker, safer choices rather than exploring new menu items or spending more.
For restaurant operators navigating an increasingly competitive landscape, these findings suggest that simplifying the ordering experience may be one of the most effective strategies for improving customer satisfaction and increasing average transaction values.
The Hidden Cost of Order Anxiety
Quick service restaurants are designed around speed and convenience, but Global Payments’ findings suggest that this fast-paced environment can unintentionally create stress for customers.
The study found that 60% of respondents default to their “usual order” when they feel rushed, meaning they skip over promotions, limited-time offers, or new menu items that restaurants rely on to drive higher sales.
This behavior may seem minor at first glance, but multiplied across thousands of daily transactions, it represents a significant missed revenue opportunity for restaurant brands.
The research defines “order anxiety” as the stress customers feel when faced with too many choices, unclear menu layouts, long queues, time pressure, or concerns about holding up others in line.
For many consumers, these stressors are more impactful than expected.
A surprising 29% of respondents said ordering at a QSR is more stressful than public speaking, while more than 20% said it causes more anxiety than going through airport security—an indication that even seemingly routine restaurant visits can trigger discomfort.
Easier Ordering Could Unlock More Spending
One of the clearest findings in the report is that consumers are willing to change their behavior if the ordering process becomes easier.
According to the survey:
- 80% of customers said simpler ordering would change how they order
- 45% said they would be more willing to try new menu items
- 17% said they would spend more overall
These findings point to a direct link between operational simplicity and revenue growth.
When customers feel confident and unhurried, they are more likely to explore premium menu items, customize orders, and respond positively to upselling opportunities.
For QSR brands, reducing friction in the ordering journey could therefore translate directly into higher ticket averages.
Menu Complexity Creates Decision Paralysis
Modern quick service menus often feature dozens—or even hundreds—of options, from combo meals and seasonal specials to customizable toppings and add-ons.
While variety can be appealing, Global Payments’ research suggests there is a downside.
63% of respondents said large menus feel overwhelming, often leading to “decision paralysis,” where customers struggle to choose quickly.
When this happens, diners often revert to familiar items rather than considering higher-margin alternatives.
This phenomenon affects not only sales but also product innovation. Restaurants invest heavily in developing and marketing new menu items, yet those launches may underperform simply because customers feel too pressured to try something unfamiliar.
Simplified menus, smarter digital displays, and personalized recommendations could help solve this challenge.
Social Pressure Intensifies Stress
Another major factor driving order anxiety is social pressure.
The survey found that 64% of respondents are highly aware of people waiting behind them while ordering, making them feel rushed to make decisions.
Meanwhile, 48% identified long lines as their top source of ordering stress.
This social dynamic can be especially pronounced in busy lunch hours, crowded drive-thrus, and fast-moving urban locations where customers worry about slowing others down.
As a result, they often make faster—but less thoughtful—purchasing decisions.
That can mean fewer add-ons, fewer premium upgrades, and less experimentation.
Lost Orders Mean Lost Revenue
Perhaps the most concerning finding for restaurant operators is that some customers abandon purchases entirely.
According to the study, 37% of respondents said they had walked away from an order because the process felt rushed, confusing, or uncomfortable.
This represents a direct loss of revenue—and one that often goes unnoticed.
Unlike visible operational issues such as food waste or staffing shortages, abandoned orders rarely appear in reporting systems.
But over time, they can significantly affect profitability.
Technology as a Solution
Global Payments believes technology can play a major role in reducing order anxiety.
Chris Siefken, President of Restaurant POS at Global Payments, said the company’s research shows that restaurants can unlock stronger customer engagement and larger order sizes by simplifying how guests interact with menus and payment systems.
According to Siefken, integrated technology platforms can remove friction and allow restaurant staff to focus on hospitality and speed, rather than troubleshooting fragmented systems.
The company recommends several strategies:
- Smarter digital menus that highlight relevant offers without overwhelming customers
- Multiple ordering channels, including mobile apps, kiosks, traditional POS terminals, and handheld devices
- Fully integrated systems that connect ordering, payment, kitchen workflows, and customer data
- AI-powered recommendations that personalize the ordering experience
Spotlight on Genius Platform
At the center of Global Payments’ restaurant strategy is Genius, the company’s integrated commerce platform built specifically for restaurants.
Designed to support operations ranging from neighborhood cafés to high-volume drive-thrus and multinational chains, Genius connects ordering, payment processing, and back-end workflows into one unified system.
The company says the platform is designed to reduce operational complexity while creating a smoother customer experience.
Global Payments plans to showcase new AI-first handheld and kiosk configurations for Genius at the National Restaurant Association Show in Chicago from May 16–19.
The event also marks the first anniversary of the platform’s public launch, which debuted at the same trade show in 2025.
Industry Implications
The findings come at a time when the restaurant industry is increasingly focused on digital transformation.
Consumer expectations are shifting rapidly, with customers demanding more flexibility, personalization, and speed.
At the same time, labor shortages and rising operational costs are pushing restaurants to adopt smarter technology solutions.
Global Payments’ research suggests that reducing order anxiety could become a competitive differentiator.
Restaurants that simplify menus, improve ordering flow, and provide customers with more control over how they order may not only improve satisfaction—but also unlock measurable revenue growth.
Research Methodology
The study was conducted in March 2026 by Global Payments Consumer Insights and included 2,000 U.S. consumers who had eaten at or ordered from a quick service restaurant within the previous six months.
The survey focused on customer attitudes, ordering habits, emotional triggers, and spending behavior.
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