Payments in Food & Beverage in Italy: Growing Digitalization, Human Factor Still Central

Adyen, a technology-financial platform chosen by many leading global companies, has presented the results of a new survey conducted in collaboration with OnePoll. The study photographs the payment habits of Italians in the Food & Beverage sector, highlighting a clear trend towards digitalization, while maintaining the importance of the human relationship. The research shows that 67% of Italians prefer digital payments to cash when purchasing food and drinks in restaurants, bars or through delivery/takeaway services . The credit/debit card remains the preferred solution, with growing interest in innovative methods such as QR codes and apps. The speed of the payment process and the value of the human relationship during checkout remain key elements for customer satisfaction.

The speed of payment is confirmed as one of the most relevant aspects for Italians in the Food & Beverage sector . As many as 77% of those interviewed consider it important to be able to conclude the transaction quickly . This need for streamlined and waiting-free processes also emerges in the analysis of the factors that most influence the choice of payment method: 26% indicate speed as a key element, preceded only by ease of use with 29%.

Interest in innovative payment methods is growing. 69% of Italians would be willing to pay at the table via QR code or app, although 40% would only do so if they received fast service . Speed ​​is also a determining factor in this area. Preferences remain diverse and evolving: payment at the table (42%) and at the cash register (48%) stand out among the most popular options.

There are also significant generational differences. Younger people are more open to methods such as in-app payments (for example, for Click & Collect and delivery), with 24% in the 25-34 age group, a figure that exceeds the general average by 10 percentage points. Similarly, kiosk payments, whose general average is 6%, are preferred by 14% of the 18-24 age group .

Despite the advancement of digital solutions, human contact continues to play a fundamental role in the payment experience. 61% of Italians still prefer to pay at the checkout with an operator, with a more marked preference among those over 45. On the contrary, the 25-34 age group prefers self-checkout, which reaches its peak among the generations involved with 46% . However, if we consider the very young, in particular those interviewed between 18 and 24, the presence of the operator returns to play a key role, with 51% expressing their preference for this method . This underlines how human contact is still essential even in the evolving payment ecosystem.

The survey also explored the potential of loyalty programs linked to digital payments. Italians were asked whether discounts, cashback or points offered by restaurants would encourage them to use these methods more . Discounts are the most effective incentive overall, chosen by 39% of the total and with a peak among 25-34 year-olds (52%) . Cashback is especially popular with the 35-44 age group (36%), while collecting points is particularly popular among younger people: 37% of 18-24 year-olds indicate it as an incentive, compared to the general average of 25% . There is also a trend in tips: while cash remains the most popular choice (52%), among 25-34 year-olds the share of those who opt for digital tips rises to 37%, a sign of openness to new methods even in small daily gestures.

Adyen's survey confirms that the Food & Beverage sector in Italy is accelerating towards increasingly digital, fast and integrated payment solutions. Speed ​​and simplicity are now fundamental requirements for the majority of consumers, with the new generations driving the adoption of innovative methods such as apps and self-checkout. The payment experience is thus evolving in a technological key, while maintaining the value of the human relationship, which continues to represent a distinctive and appreciated element.

The survey was conducted by OnePoll for Adyen from 9 to 13 May 2025 on a representative sample of 1000 Italian adults, aged over 18 and randomly selected and stratified by age, gender and geographical area .