When you first step into John’s Food & Wine in Chicago, you might be taken aback by the lack of traditional restaurant amenities such as host staff or assigned table seating. Instead, customers queue in line to place their orders, then claim any available table. This innovative approach to dining service, often referred to as “fast fine” or “fine casual,” is becoming more prevalent at upscale establishments looking to provide equitable pay for all staff, increase turnover rate, and minimize food waste via precise ordering operations.

The new service model, however, is not without its detractors. There are diners who prefer the familiar system of ordering through a server and decline to do so through their phones. Adam McFarland, a co-owner and chef at John’s Food & Wine, suggests this shift doesn’t negate the customer service ethos, rather “we’re just trying to find different ways to say yes.”

McFarland and his business partner, Tom Rogers, found their inspiration in Birdie’s of Austin, a counter-service wine bar. At Good Good Culture Club in San Francisco, customers use QR codes to place orders. The restaurant ensures equity by adding a mandatory 20% service charge to all bills.

Nevertheless, despite these advancements, enhancing the customer dining experience is not without its challenges. Vinod Kalathil, the co-owner of Thattu, another QR code-using restaurant in Chicago, recognised limitations in the technology, such as not facilitating order customizations for customers with dietary preferences or allergies.

However, with proper guidance and a human presence on the floor, these establishments found that many diners appreciate the efficient ordering method. As Kalathil observed, large groups specifically enjoy the ease of dividing the bill by placing individual orders.

Despite these new dining experiences seeing growing acceptance, there have been instances where fast fine dining has faltered. Los Angeles-based restaurant Yangban society, led by chef couple Katianna and John Hong, initially struggled with the QR code model only to eventually adopt a full-service approach. Katianna attributes the transitional struggles to location, timing, and a post-pandemic desire for human interaction.

Restaurants across the world continue to explore innovative service models that promote not only customer convenience and experience, but also a fair and balanced compensation system for the staff. As Katianna states, “there's room for other models, for food at different price points, for different experiences, different commitments.”