Why Counter Service Restaurants Are Rising in Popularity

Counter service restaurants are becoming more common as operators look for ways to combat high labor and food costs while maintaining customer satisfaction. In this model, customers place orders at a counter or via QR code rather than being served at the table. This trend has grown, partly due to pandemic-induced labor shortages and rising costs.

Birdie’s, a restaurant and wine bar in Austin, exemplifies this shift. Owners Tracy Malechek-Ezekiel and Arjav Ezekiel designed their counter service restaurant to offer both efficiency and high-quality dining, with dishes like $24 orecchiette and beef tartare. While guests order at the counter, Birdie’s staff provides hospitality through table service, answering wine questions, and adding special touches like complimentary drinks for celebrations.

The counter service model helps restaurants manage rising labor costs. According to the National Restaurant Association, 98% of operators struggle with high labor costs, leading many to rethink traditional service models. However, some diners feel the lack of table service diminishes the dining experience, citing complaints about hurried meals and tipping fatigue.

Despite this, many restaurants like Birdie’s and Fiore in Philadelphia have found success blending counter service with attentive hospitality. As restaurant margins continue to tighten, more operators are exploring counter service as a way to thrive in a challenging industry.

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