Anthropomorphic Robots in Restaurant; the Expected Purchase Behavior of Gen-Z

Vikas Kumar, Manisha GUPTA



The study aims to provide an insight of the opinion and expected purchase behavior of Gen-Z towards the restaurants where Anthropomorphic Robots are engaged for various services. Characteristics, traits, values, and trends of Gen-Z are already being tracked to develop in-depth statistics facts, and marketing strategies targeting what will soon become the largest cohort of consumers.

Research Methodology

The present study is conducted on Senior members (17 to 26) of Gen-Z. Semi-structured interviews were conducted using predesigned protocol.  Grounded theory approach was adopted to comprehend the perceptions of Gen-Z. All the manuscripts were coded and analysed.


Findings divulge that Gen-Z looks forward to experiencing the services of robots, at least for one time. There is a mixed response from the participants on the sustainability and long-term use of robots in restaurants. Most of the respondents were of the view that, all sections of a food service operation should not be managed by the robots.


The result of the study would be helpful for the restaurateurs in the development of new business models with anthropomorphic robots as the protagonists.


Hospitality and tourism operations; Marketing and consumer behaviour; Robot Restaurants; Food Service and Technology


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