When it comes to technology adoption in hospitality, the most important signoff doesn’t come from the CFO, the COO, or even the CEO. It comes from the end user: the people on the floor, in the kitchen, behind the bar. Your staff.

Of course, finance has the final word on whether something fits into the budget. But if the team who actually uses the technology day in, day out aren’t on board, it’s already a failed investment. At Honest Burgers, we see tech as a tool to make operations smoother and staff lives easier. If your people aren’t convinced it helps them, then no matter how clever or well-priced it is, the rollout won’t succeed.

That’s why the decision-making process has to include the operators. They’re the ones who know the frustrations, the time drains, and the daily realities. If a platform removes barriers and saves them effort, you’ll get natural adoption. If it adds steps or complexity, you’ll see resistance, even if the numbers add up perfectly on paper.

The State of Hospitality Tech

I’ve seen the conversation around technology change a lot in the last few years. When I spoke at HRC last year, there was a small corner dedicated to tech. The whole area was buzzing, so much so that it felt like it would bust out of its space. Now we have Hospitality Tech360, an entire show dedicated to technology, which is exactly what the industry needs.

Hospitality can no longer treat tech as an afterthought. Whether it’s to manage costs, save money, or grow sales, operators now understand that it’s a necessity. Having a dedicated space where we can see what’s new, what works, and what could benefit our businesses helps us catch up to where we need to be.

Pain Points and What Needs to Change

That said, there are still frustrations when it comes to working with tech suppliers. The first is time. Too often, it takes three or four meetings before you even get to see the product. We’re operators: we don’t have time for endless discovery calls. Just show us how it works.

The second is transparency. Some suppliers are clear and upfront with their pricing. Others delay that conversation until much later, which is a waste of everyone’s time. Every operator has a budget, and if a product doesn’t fit within the P&L, it’s not going to happen, no matter how good it is. A baseline price, visible early on, makes the whole process easier.

Finally, support. Too often, support feels like an afterthought. When something goes wrong in a live business environment, we can’t afford to be stuck with a chatbot or waiting for an email. We need to be able to speak to a person, and quickly. That responsiveness should be a deciding factor when choosing a partner.

Final Thought

Technology has the power to transform hospitality, but only if it’s built around the realities of operations. Keep the end user at the centre of the decision, be transparent about pricing and support, and don’t waste operators’ time. Do that, and you’ll find the industry far more ready to adopt the tools that will help us all succeed.

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