Why Human-Like Robots in Restaurant Kitchens Hurt Trust and Customer Loyalty

New research shows that restaurants using humanoid robots are judged more harshly than those using non-humanoid robots because diners infer that human-like machines are intentionally designed to replace human workers. This perception lowers the restaurant’s perceived morality and reduces customer willingness to dine there.

Robots are no longer a futuristic novelty in the foodservice industry. From robotic fry stations to fully automated kitchens, restaurants are increasingly turning to machines to cut costs and boost efficiency. But new research shows that diners are paying close attention, not just to whether robots are used, but to what those robots look like. A study by researchers from the Sprott School of Business at Carleton University, the Ted Rogers School of Management at Toronto Metropolitan University, the Schulich School of Business at York University, and the Sobey School of Business at Saint Mary’s University reveals that humanoid robots spark a stronger negative reaction than non-humanoid ones, largely because of what consumers believe these machines represent.

Why Robot Design Matters More Than You Think

At first glance, a robot is just a tool. But people don’t see all machines the same way. The study draws on a concept from psychology called psychological essentialism, which suggests that people assume objects are designed to look a certain way for a reason. When a robot looks human, consumers are more likely to believe it was created to do human jobs. In a restaurant setting, that assumption carries emotional and moral weight. Foodservice is one of the largest employers of low-wage and vulnerable workers, including young people and minorities. A robot that resembles a human employee can therefore feel like a direct replacement, not just a piece of equipment.

The First Test: Human vs Robot in the Kitchen

In the first study, participants were shown a fictional restaurant where food was prepared in one of three ways: by a human worker, a non-humanoid robot, or a humanoid robot. The results were clear and consistent. Restaurants using robots were evaluated less favorably than those using human workers. But the biggest drop in ratings occurred when the robot looked humanoid. Even though the task and food were the same, diners reacted more negatively when the machine appeared humanlike, suggesting that appearance alone can shape how people judge a business.

The Moral Question Behind the Machines

The second study explored why humanoid robots trigger stronger backlash. Participants not only rated restaurant quality but also judged the restaurant’s morality and made a real choice between a gift card for the robot-staffed restaurant or a competitor. Once again, humanoid robots performed the worst. Participants were less likely to choose the restaurant using a humanoid robot and more likely to view it as unethical. The key reason was perception: humanoid robots were far more likely to be seen as intentionally designed to replace human workers. That belief led to lower moral judgments, which then translated into poorer restaurant evaluations and reduced willingness to visit.

What This Means for Restaurants and the Future of Dining

The findings challenge a common assumption in technology design, that making machines more humanlike will make people more comfortable with them. In foodservice, the opposite appears to be true. While humanoid features might make robots seem friendly or impressive, they also highlight the idea of job replacement, which many consumers find morally troubling. Non-humanoid robots, by contrast, are more likely to be seen as tools rather than stand-ins for people, softening the negative reaction.

For restaurant owners and tech companies, the message is simple but important: automation decisions send signals. Customers are not just judging the food or the technology; they are judging what those choices say about values, fairness, and responsibility to workers. As robots become more common in kitchens, how they are designed may matter as much as how well they cook. In the eyes of diners, a robot that looks too much like a human can turn a meal into a moral dilemma, and that can be bad for business.