In the world where we at Churrasco Phuket live and operate, the line between efficiency and experience is getting ever thinner. Operational pressure increased, staff shortages and cost control need to master rising guest expectations. Operators like us are increasingly tempted to turn to automation to keep things running smoothly. While we recognise that tech can solve certain problems, we also think that it chips away at what our guests come for in the first place: Personalised Hospitality.

Digital Fatigue Creep

Online ordering has become a default feature in many “modern” restaurants. It can make sense in terms of speed, accuracy, and scalability. But in an upscale restaurant or steakhouse, the value proposition shifts. Here, the guest isn’t looking for efficiency above all else. They want to be welcomed. They want attention to detail. They want interaction.

A significant portion of steakhouse clientele, particularly older, higher-spending guests, doesn’t want to order a $100 Wagyu Ribeye by tapping through a screen. For them, a digital interface is not convenience, but it feels out of place in a setting that prides itself on warmth, knowledge, and service with nuance.

This demographic isn’t just a legacy audience. They’re regulars, celebrators, wine buyers, the kind of guests who return because they trust that their experience will be personal and unhurried. And they’re the ones most likely to notice when a restaurant starts outsourcing the guest relationship to software.

Where Automation Doesn’t Belong

Tech can play a vital supporting role. A modern POS system that routes orders directly to the kitchen or bar speeds up prep time and reduces misfires. Integrated payments smooth out the checkout process. Inventory tools help rein in waste. These things matter, and they do add value where they belog – behind the scenes.

Front-of-house automation though needs to be handled carefully. Online booking tools are fine, as long as they’re complemented by a real person answering the phone when someone calls. Digital menus may be acceptable for lunch service, but they’re jarring at dinner when white tablecloths and sommelier service are part of the experience. If your guests are paying for excellence, don’t hand them an interface. Give them a beautiful menu and a welcome conversation.

The Risk of Over-Correcting

It’s tempting to assume that restaurants needs to go fully digital to keep up with the “other guys”. But upmarket dining isn’t like fast casual. The customer expectation is almost the opposite. That doesn’t mean you shouldn’t monitor and evolve where practical and useful. Evolution needs to be intentional, so automate the repetitive and invisible. Don’t automate the emotional core of your business.

A seasoned server who remembers how a guest takes their steak is more valuable than any scheduling app. A handwritten thank-you note has more impact than an automated follow-up email. And when a regular calls to book a table for six on Friday, don’t redirect them to the website. Take the call. Know their name. Ask if it’s the usual table. It’s not that complicated … we do it lal the time.

Serve the Brand, Don’t Define It

High-end restaurants don’t sell food. They sell trust, occasion, and atmosphere. They make people happy. Everything that supports that, from plating to payroll, should enhance it, not compete with it.

Automation is part of that scenario. But it’s a back-of-house asset, not a front-of-house identity. Use it to reduce friction behind the curtain, not to cut corners in the spotlight. Upmarket guests aren’t looking for speed, they’re looking to feel seen.

Automation can’t do that — but your team can.

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Churrasco Phuket Steakhouse serves affordable Wagyu and Black Angus steaks and burgers. We are open daily from 12noon to 11pm at Jungceylon Shopping Center in Patong / Phuket.

We are family-friendly and offer free parking and Wi-Fi for guests. See our menus, reserve your table, find our location, and check all guest reviews here:

https://ChurrascoPhuket.com/

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