What happens when a robot delivers your lunch and doesn’t expect a tip?
That’s exactly what students in Services Marketing experienced during the Fall 2025 semester when they went outside the classroom and into a real-world example of how technology is reshaping the service industry. The new course, developed and taught by Dr. Jutong Wen, explores how services are marketed and delivered in an era increasingly shaped by artificial intelligence (AI), robotics, and self-service technologies.
As part of the course, Dr. Wen organized a field trip to Peri-Peri Guys, a local restaurant that uses a robot server as part of its daily operations. The visit gave students the opportunity to see firsthand how emerging technologies are being integrated into service businesses and how they change the customer experience.
During the visit, students watched as the robot transported meals from the kitchen directly to dining tables offering a glimpse into how automation can support service delivery in a fast-paced environment. Peri-Peri Guys is part of an international network of flame-grilled chicken restaurants known for bold spices and Portuguese and South African influences. It is also among the first fast-casual restaurants on Long Island to introduce a robot server to assist with service.
The field trip served as a capstone experience for the course after weeks of studying key services marketing concepts. Seeing those ideas in action helped students connect theory to practice, from service delivery processes and pricing strategies to promotion, service quality, and the Servuction Model.
Beyond observing the technology, students also interacted with the robot server and reflected on what these tools could mean for the future of service businesses. Class discussions extended to how AI, robotics, and self-service technologies may continue to shape customer expectations and the entrepreneurial opportunities that may emerge alongside them.
By pairing classroom instruction with experiential learning, Services Marketing offers students a practical and forward look at an industry in constant evolution. The course equips students with the ability to think critically about emerging technologies and understand their impact on both businesses and customers, preparing them for careers in a service economy that looks very different from just a few years ago.