Anthropomorphic robotic chef in quick-service restaurants: analysis of customers’ behavioral intentions

Purpose The hospitality sector has undergone a significant transformation due to the integration of robotics. Drawing on anthropomorphism theory and cue utilization theory, this study aims to focus on a particularly unique aspect of the effect of anthropomorphic robotic chefs on customers’ behavioral intentions at quick-service restaurants. Design/methodology/approach The study employs partial least squares structural equation modeling (PLS-SEM) to test hypotheses using data from 487 samples from three quick-service chain restaurants in the USA. Findings The research results indicate that anthropomorphic robotic chefs positively influenced customers’ perceived advantages (cleanliness and food quality). Customers’ hygiene concerns moderated the relationship between anthropomorphic robotic chefs and perceived cleanliness. Originality/value This research enhances the knowledge of robotic chefs and contributes to understanding the role of perceived advantages in robot chef usage. Importantly, it highlights the significant role of customers’ trust and comfort in advanced technological services, such as those provided by robotic chefs, in shaping customers’ behavioral intentions and the overall dining experience.