Quick-serve restaurants (QSRs) have been drawing in customers for decades. Their reasonable prices, convenience, and quick service makes them an appealing option for any meal. That alone though isn’t enough for QSRs to maintain or grow market share. It’s critical to keep up with today’s fast-changing society and recent trends, and adapt to meet customer preferences and expected experiences.
Ordering food in QSRs has always been about catering to the customer. Whether it is changing up the menu to provide healthier options, using a delivery service, or incorporating technology into their ordering system, customer satisfaction is at the center of it all.
The Boost of Personalization
Whether a customer walks into a QSR or orders online, they’ll notice that the process is more personalized to their needs. A large part of this has to do with QSRs implementing new technology. For example, if a customer walks in and doesn’t want to interact with someone at a counter, some QSRs may have a tablet or kiosk waiting for them where they can order. If a customer can’t leave the house or needs something delivered to them, some QSRs have a mobile app or delivery service that’ll help them do just that.
This boost of personalization through the use of technology is a win for both the customer and the QSR. With all of the different ways customers can order through devices today, not only do they get a customized and personal experience, but businesses gain extremely valuable insights through this awesome thing called data.
Data Is Power
The more information QSRs gain about their customers, the more value it provides for their business and the better they can customize the customer experience. Mobile apps for ordering food, along with tablets and kiosks which are on the rise, give QSRs the ability to see the customer’s thought process when they are ordering. Does the customer tap on a section that shows deals? Are they looking for delivery services? How often does the customer make a purchase? Do they ever create an order but don’t follow through with the purchase? The insights a QSR can gain are endless.
Loyalty programs are also on the rise in the QSR industry and have proven to be a huge win. They make data collection and reporting more accurate, shining a better light on customer retention and the customer lifecycle. Loyalty programs also give businesses the ability to incentivize business-friendly behavior.
All of these insights can lead to better decision-making and greatly benefit a QSR business. If a QSR can better understand the customer journey, they’ll be able to improve the customer experience. Of course, happy customers lead to more conversions, and more conversions lead to increase in revenue gains.
Technology and the data that comes with it is by far one of the more powerful weapons out there in becoming a leader in the QSR industry. It can make any QSR want to jump into the technology game, simply so they can keep up with the rest of the competition that’s out there.
However, technology needs to be utilized effectively in order to make a positive impact. Before making any quick moves, there are things to consider like upfront costs and the possibility of funding an analytics department. Also, what may work for one QSR, like tablets, may not work for another.
The QSR industry does not have a one-size-fits-all approach that works best, but it does have one commonality, which is data. By investing in the right tools and having a data strategy in place, a QSR can willingly take the lead in the race to success.
At Cognetik, we can help you take the lead with our in-house A/B testing and in-depth user journey analytics. To ensure your business is making the most of your technology investment through data-driven UX optimization, contact us today.