Self-service technology kiosk design for restaurants: An QFD application

•QFD method has great potential to be used in the restaurant industry as it provides a holistic view of the service delivery as well as the SST design process.•HoQ matrix established via QFD helps the understanding and reconciling the different perspectives between customers and service providers.•SST providers should improve the design factor of SST as it represents the biggest disconfirmation between customers’ expectation and actual experience.•SST providers are encouraged to have an additional communication function with business managers or employees even after the SST deployment in restaurants to ensure SST quality and prepare for unexpected events such as SST failures.