New Frontier digital menu stirs up mixed reviews

Love it or hate it, Frontier Restaurant has gone digital.

The iconic restaurant on Central Avenue in the area of the University of New Mexico has updated its menu system to digital screens and has received mixed reviews from patrons on social media.

The restaurant’s Facebook page has received more than 100 comments about switching to digital menu boards. Patrons also have taken to other social media platforms such as X, formerly Twitter, to voice their support of or angst about the change.

Many commenters were adamant about keeping Frontier nostalgic and voiced their opposition to the new technology.

“Like putting a touch screen in a classic car. Boo,” one commenter said. Another Facebook user posted “Nooooooo!! The Frontier’s greatest selling point is that it does not change!!” Another post read, “Respectfully, I absolutely hate it. It’s a travesty.”

Facebook commenter Vicente Gonzales rallied behind the upgrade for the restaurant that will celebrate 53 years in February.

“Good for you Frontier Restaurant!” he said. “You’re moving forward with technology to serve your patrons in the best way possible! ... When I go eat there, I’m going for the food! Changing the way the menu is presented is not something that would ever bother me. You’re still a staple in the community and the city!”

Other Facebook users also supported the move to digital with comments of encouragement including, “As long as the food doesn’t change, upgrade all you want!!!” and “Definitely needed an upgrade & I personally think it looks great!”

The decision to change to digital was intended to streamline operations at Frontier.

“We put in a new register system that has the capability to upload any menus or changes to the digital main board,” Frontier Restaurant CEO Shannon Rainosek said. “It was very labor intensive changing all the numbers and (menu items) on the posters that we had. Our (information technology) company recommended this. ... We can do the things we need to and have a quicker response.”

The digital menus went live Tuesday. Rainosek said she and her staff have not heard complaints from dine-in customers.

“They all like it,” she added. “The comments have been positive. People really like it. People who don’t like it aren’t telling us.”

Rainosek said it is not the first time change at the restaurant has created a stir.

“When we put TVs in the first dining room, when we put in Coke machines, people were upset,” she said.

Frontier is meeting patrons halfway by continuing to offer paper menus to guests who prefer that method of reviewing its food and beverage options. Customers who prefer to look up will not only find the digital menus but also a board dedicated to photos of Frontier food offerings.

“We have photos of food that might have more people changing their minds and ordering something different from what they usually get,” Rainosek said.

The Frontier team has embraced the new system.

“We were excited to have the new technology and do things that used to be a lot harder on the paper system,” Rainosek explained. “We can respond quickly to things.”