Digital ordering at bars and restaurants sparks debate over lost social interaction
Digital solutions like QR codes and ordering apps are becoming more common in bars and restaurants, but critics warn they may reduce human connection, reports Danish broadcaster DR.
The technology is designed to make dining and drinking faster and more convenient—customers scan a QR code or use an app to place orders without interacting with staff. However, some argue that this efficiency comes at the cost of social interaction, a core part of the experience.
The debate gained attention after Tim Martin, chairman of the UK pub chain Wetherspoon, acknowledged concerns that digital ordering removes the atmosphere of chatting with staff or fellow patrons. His comments followed a customer complaint that the chain’s app “eliminates the vibe of talking to bar staff or people in the queue,” as reported by The Sun. Martin agreed, asking, “What is a pub visit without a chat with the bar staff?”
Mette Mølbak, food editor at Politiken, shares this concern, noting that self-service solutions are spreading across Denmark. “You can go an entire day without speaking to anyone—before, you met a person, now you meet a screen,” she told DR’s K-Live program. She questions whether efficiency should outweigh the social aspect of dining out: “Why do we go out? Is it to be smart and efficient, or to be in a social space where being served is part of the experience?”
Nadeem Wasi, head of membership at Horesta (Denmark’s hospitality industry association), argues that digital options should complement, not replace, traditional service. “It’s about giving guests choices—some prefer apps, others want to order at the counter,” he said. He notes that younger, tech-savvy customers often expect digital solutions, while older patrons may prefer face-to-face interaction. Denmark’s labor shortages and high digital adoption also drive the trend, as businesses seek to streamline operations.
At Café Erik in Copenhagen, barman Jesper Rosengren rejects digital ordering entirely. “If we replaced human service with a QR code, it would ruin everything,” he said. The café’s regulars value the personal touch—whether it’s ordering a beer or getting help calling a taxi. “Customers come for the camaraderie, the care. We look out for each other,” Rosengren explained. Many patrons fear a future where “a cold beer from the fridge becomes an app-ordered drink from a machine—that’s just loneliness.”
While digital tools offer convenience, the debate highlights a tension between efficiency and the human connections that define hospitality.