People love to grumble about supermarket self-service machines. In fact 93% of UK shoppers claim to find them frustrating. But while consumers rant and rave when surveyed, statistics show that more people are using self-service than ever before. So do we really hate serving ourselves?

With the aid of technological advances, the potential for self-service has been growing in recent years. And with McDonald’s now embracing build your own burger kiosks, predictions are becoming reality. New research shows the surprising ways it's impacting consumer behaviour.

Eating out is no longer just about food and drink. Innovations from apps that trace ingredients to fast-track ordering are shaping service expectations. But can too much seem gimmicky? And should restaurants concentrate on mastering quality ingredients rather than the latest tech?

In an increasingly cluttered marketplace, where are the opportunities in soothing ‘choice overload’? Renowned psychologist Barry Schwartz tells us what’s working and what isn’t in the continuous quest to choose better.