6 Self-Service Opportunities to Delight Your Guests Without Losing Your (Personal) Touch

In the early 2000s, Starbucks was on an aggressive growth spree — planting new stores rapidly, even close to existing locations, to dominate traffic patterns. At the same time, while working at Bank of America, I served on a volunteer committee during the bank’s own expansion wave. We watched Starbucks analyze future success by vehicle flow, and BofA would sometimes site new banking centers close to Starbucks outlets, essentially piggybacking on their traffic.

But sometimes, what set one Starbucks location up for success over another literally across the street came down to whether or not the location had a drive-thru. Now, this may seem obvious to you today, but at the time, it wasn’t commonplace.  But now, when I’m in a new city and GPS misdirects me to a location that also happens to be inside a grocery store instead of with a drive-thru and mobile ordering service, I’ll admit: I get a little salty about it.

This saltiness is informative. As of 2024, mobile and drive-thru orders account for over 70% of Starbucks’s sales. However, Starbucks is under fire for losing some of its heart, no longer serving as that comfortable place where people would gather, sometimes even replacing once-cozy seating with hard, wooden, uninviting chairs and stools.

I think there’s a lot to be learned here. Guests want convenient, self-service options where they make sense, and if they’re going to stay a while, they’d like it to be comfortable and personable. The best news of all? Your FEC can deliver both. Read on for six ways to deliver self-service options without losing your personal touch.

No. 1: Provide an Easy-to-Use Website with Clear Calls to Action

Your website should act like a welcoming front door, not a barrier. Prominent “Book Now” buttons and integrated waiver links remove friction before guests ever arrive.  With CenterEdge’s platform, you can embed waiver collection online so that completed waivers sync directly into your Advantage system for immediate verification at check-in. Whether guests are buying individual tickets, parties, or memberships, their buying experience should be seamless.

That doesn’t mean you don’t help people when they call or stop by! Be sure that anyone who answers the phone is capable of serving your guests’ needs or book parties for a strong guest experience.

No.2: Give Guests the Ability to Pay Deposits from Anywhere

When a guest commits to an event, don’t risk security by taking payments over the phone or create a barrier by asking guests to come in to pay their deposit. Instead, use Click-to-Pay to send a link so your guest can make their payment seamlessly. For an added benefit, you can also allow them to use the same card while onsite to pay the remainder or send a new link to finalize.

No. 3: Give Guests the Ability to Choose Their Payment Method

Transparency builds trust. Many businesses now offset card processing costs by offering a dual pricing model—offering customers the option to pay a cash price or a card price. For the best experience, ensure that your payment technology displays both the “standard (card)” price and a lower “cash” price side by side. Guests instantly see what they save by paying cash. Train team members to confidently explain dual pricing in plain language, so guests understand it’s about giving them the choice to pay in the way that makes the most sense.

No. 4: Give Them Self-Service Kiosks for Easy Sales Transactions

Don’t replace your entire admissions staff with technology; instead, place self-service kiosks strategically at your facility to allow guests to check in, purchase attraction passes, reload cards, complete and verify waivers, and pay — all without waiting in long lines. By giving guests the option to handle routine transactions themselves, you help them get to the fun faster while reducing bottlenecks during peak times.

Place friendly team members near kiosks to greet guests, offer assistance, or walk first-time users through the process. This ensures the technology speeds things up while your staff still delivers a warm, personal welcome.

No. 5: Allow Guests to Order Food from Their Mobile Devices

Mobile food ordering eliminates long concession lines and lets guests order right from their phones. Whether they’re scanning a QR code at a table, browsing a mobile menu, or placing an order from the game room floor, guests can keep the fun going without interruption. Orders head straight to the kitchen, making the process smooth and efficient.

When guests pick up their orders, staff can add those thoughtful touches — a warm greeting, double-checking accuracy, or offering a quick upsell for next time. That balance of speed and personal interaction makes the experience feel both convenient and welcoming.

No. 5: Turn Beverage Service into an Attraction with Self-Service Beverage Walls

Self-service beverage walls allow guests to explore and sample drinks independently. With a simple tap of a wristband or card, they can pour exactly what they want, try new flavors, and control their own experience. It’s interactive, fun, and often leads to higher beverage sales because guests feel more comfortable experimenting.

For the best experience, keep staff nearby to make recommendations and engage with guests while they enjoy the offerings. This way, you preserve the excitement of self-service while maintaining the personal connection.

Self-service doesn’t replace your team — it empowers them to focus on what matters most: creating memorable, personal experiences.

Ready to brew up a stronger guest experience? Contact us today to learn how our solutions can help you serve up both speed and hospitality.