Touchpoints or Toast — You Choose

There is a lot of conventional wisdom in sales, hospitality, and relationship-building that says success comes from meaningful touchpoints rather than from one big moment, a clever marketing trick, or a piece of software. Just consistent, human interactions that say: “I see you. I appreciate you. I’m glad you’re here.”

This week, I had two restaurant experiences that reminded me how easily we can lose sight of that. At the end of the meal, the server dropped the bill on the table. Nothing unusual about that, but instead of taking the payment, the receipt had a QR code and instructions to pay it myself. The system powering it was TOAST.

Now, I understand technology. I understand efficiency. And believe me, I’m all in on using tech to enhance business, but I found myself thinking: Am I now employed here? Do I now have a dual role as patron and cashier? Because something important was missing. When the bill comes in a traditional setting, there are three meaningful touchpoints that happen naturally. First, the server looks you in the eye and says, “Here you go, and thanks for coming in tonight.” Second, they process the payment and return the slip. Another moment. Another thank you. Third, they pick up the signed receipt and say it again: “Thanks so much for coming in.”

These three small moments are three chances to connect and build loyalty. In hospitality and in sales, these moments matter more than we think.

In my book BarTips, I talk about how the hospitality business teaches you everything you need to know about relationships. Behind the bar, you learn quickly that people don’t come back because the transaction was efficient. They come back because they felt welcome from the eye contact, the smile, and the quick exchange of appreciation. Those are the little things.

And as I often say through the Positive Activity™ philosophy, success is rarely about big, dramatic gestures. It’s about consistently applying the fundamentals, those small actions that create positive momentum and meaningful connections. Technology should support that process, not replace it. A QR code can process a payment, but it cannot say thank you. Software can close a transaction, but it cannot build a relationship. AI can automate many things, but it cannot replace the warmth of genuine human interaction.

So here’s my message to servers, salespeople, and business owners everywhere: Don’t deprive yourself of those meaningful touchpoints with your customers. Those moments are not inefficiencies. They are opportunities. Opportunities to connect, to show appreciation, and opportunities to turn a customer into a regular.

In a world that keeps trying to automate everything, the businesses that win will be the ones that remember something simple: People still like doing business with people. So when it comes to your customer experience…Touchpoints or Toast. You choose.