The QR code has evolved from a pandemic-era workaround to a useful strategy in its own right – however, most restaurants today are still using them like static menu links without tapping into their true potential.
Uniqode’s 2026 “The State of QR Codes” report found that 71% of consumers feel that QR codes are generally helpful in their daily lives, and 83% are willing to share their personal data when prompted after a scan.
Furthermore, 98% of marketers say they’ve experienced a positive impact from QR code strategies, with 60% planning to increase their usage this year.
So, why do QR codes remain underutilized, given their value?
I spoke with Uniqode co-founder and CEO Sharat Potharaju to get to the bottom of it.
What’s the biggest missed opportunity for restaurant QR codes?
Potharaju says most restaurants still use QR codes as digital replacements for paper menus – even though many diners are expecting far more from their scans.
This means that restaurants are sending every guest to the same static page, regardless of the context.
“A guest with dietary restrictions, someone waiting for a table, and a loyalty member all have different needs, but the experience usually looks identical for all of them,” Potharaju told FI.
This is why he recommends that operators make scans more useful in the moment by providing info on:
- Allergens/nutrition
- Personalized offers
- Loyalty sign-ups
What should restaurants measure beyond scans?
The best QR strategies measure what happens after the scan, not the scan itself, according to Potharaju.
“Many operators still stop at basic engagement metrics like total scans or click-throughs. Those numbers matter, but they don’t tell you if the experience actually improved the business,” he explained.
Potharaju believes the most effective operators are benchmarking metrics like:
- Loyalty signups
- Repeat visits
- Offer redemptions
- Feedback completion
- Context
“Are guests scanning packaging? Receipts? Are certain locations or times of day performing better than others? That’s where restaurants start learning what guests actually want from an interaction,” said Potharaju.
Can QR codes drive higher checks and repeat visits?
Potharaju says QR codes can absolutely drive higher spend and repeat visits, but it’s usually because they improve the guest experience first.
“If QR interactions make things easier, more personalized, or more relevant, the business impact tends to follow naturally,” he explained.
He advises operators to include elements like:
- Loyalty prompts after payment
- Personalized recommendations
- LTO add-ons
How can restaurants make QR codes work for all diners?
Some diners actively dislike scanning QR codes while eating out – especially older ones – so it’s imperative for operators to find ways to utilize the technology without alienating this demographic.
While Potharaju believes that most of this frustration stems from a poor user experience rather than the technology itself, he also acknowledged that some guests are simply not open to digital experiences, which restaurants must account for.
“At the end of the day, the goal shouldn’t be replacing hospitality with technology; it should be giving guests easier ways to access information when they want it,” he advised.
What do strong restaurant QR code systems look like?
Potharaju says the brands that get the most out of their QR programs are the ones that have streamlined the management of them.
“In hospitality, these codes can show up everywhere: menus, table tents, receipts, packaging, signage, and promotions. If each one is managed separately, the experience gets messy fast. You end up with outdated links, inconsistent offers, or different locations using QR codes in completely different ways.”
Alternatively, the strongest systems have:
- Clear owners
- Updated destinations
- Consistent branding
- Methods for tracking outcomes
“Once guests trust that scans will actually help them, whether that’s easier access to information, smoother ordering experiences, or something relevant in the moment, the ROI quickly follows,” Potharaju explained.
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