Avoiding a PR Nightmare: What Restaurant Marketers Need to Know About ADA Lawsuits
In the hospitality industry, brand perception is everything. A single misstep can erode years of carefully cultivated loyalty. And in today’s digital-first world, inaccessible websites and mobile apps have become one of the biggest—and most avoidable—reputational risks for restaurant brands.
If your digital properties are not accessible to people with disabilities, you may be opening your brand up to Americans with Disabilities Act (ADA) lawsuits. Beyond the legal implications, the fallout can include public backlash, negative press, and a loss of trust with a growing population of consumers who expect inclusion.
Here’s what every restaurant marketing executive needs to know:
Digital Accessibility Is a Legal Requirement
The ADA prohibits discrimination against individuals with disabilities in all areas of public life—including digital spaces. Courts have ruled that websites and mobile apps fall under this law, especially for businesses like restaurants that provide essential customer services online (menus, ordering, reservations, delivery, etc.).
In recent years, lawsuits have surged, targeting well-known restaurant chains for inaccessible digital experiences. Common issues include:
Missing or poorly written alt text on food images
Menus that are only available as untagged PDFs
Navigation that’s impossible via keyboard or screen readers
Mobile apps that fail to work with assistive technologies
Many of these lawsuits are filed by serial plaintiffs and law firms specifically looking for non-compliant sites. And once your brand is on their radar, it’s rarely a one-time issue.
The PR Fallout Can Be Worse Than the Lawsuit
While the legal consequences might be limited to settlements or audits, the reputational damage can be far more severe. Negative press about excluding people with disabilities doesn’t just affect compliance—it questions your brand’s values.
Restaurant brands pride themselves on hospitality, inclusion, and service. Being called out for ignoring accessibility standards sends the opposite message, especially in today’s climate of social accountability.
Even worse, if your digital properties are inaccessible, your marketing campaigns—designed to drive engagement—could end up excluding or frustrating a portion of your audience, leading to backlash on social media or in reviews.
Proactive Accessibility Is a Strategic Advantage
ADA compliance isn’t just about avoiding lawsuits—it’s an opportunity to showcase leadership, empathy, and innovation.
Marketing leaders should work with cross-functional teams to:
Audit all digital platforms (including websites, mobile apps, loyalty programs)
Remediate key issues based on WCAG (Web Content Accessibility Guidelines) standards
Involve real users with disabilities in testing your digital experience
Establish an accessibility statement that outlines your commitment
By doing so, you're not only mitigating legal and reputational risk—you’re strengthening your brand's resonance with a broader, underserved customer base.