How the millennials offer a lot of opportunities for QSR?August 7, 2018
The Future Of The Fast Food – WorldwideAugust 30, 2018
Quick service restaurants
became a prominent force worth considering in the restaurant sector,
growing quicker than classic restaurants as more diners are looking for speed, value and
convenience at the same time in their dining options.
Advanced technology has a role in spurring much of the growth in the QSR space. As QSR chain
brands look for new and creative ways to attract diners, they increasingly are turning to
technology to offer new customer-facing and backend services which provide all what customer
demands of speed, convenience and value.
Millennials and Generation Z diners crave for a technology-oriented dining experience when
going to a restaurant. As digital natives, neither have ever been without a mobile device. Hence,
both generations expect technology to have a dominant part in their dining experience, even if it
is something as simple as free Wi-Fi.
Adults too are 30% more likely to use restaurant technology than they were two years ago. That
said, 32% of customers believe that restaurants are lacking advanced technology usage. QSRs,
then, should maximize their efforts to become more technology-centric for sake of attracting
The technologies weighing in QSRs are more evolutionary than revolutionary, they all aim to
enhance the customer’s experience while increasing their operational efficiency. Some
technologies, such as kiosks, are already limited in use but expected to be a game-changer for
QSRs ready to embrace them.
The concept of using a smartphone to pay for a meal isn’t that new, thanks to mobile payment
technologies from Samsung, Apple, and other mobile manufacturers, as well as the increasing
number of QSRs featuring the “scan to pay” services to their mobile apps. That said, as more
customers are ready to use their mobile apps to order and pay before arriving to the restaurant,
mobile payment technologies will definitely improve to provide an even higher level of
convenience for customers.
Kiosks, another advanced technology that has already made emerged in QSR space, is expected
to make a huge impact in the near future. According to a recent report, customers are getting
used to kiosk technology as 47% of surveyed diners said they would use a technology such as a
smart kiosk to place and design their orders. So, it is quite reasonable to say that QSRs are
looking more seriously at kiosk technology to improve the customer experience and facilitate
their employee tasks.
Reward programs have always been important for QSRs in building and maintaining customer
loyalty. Besides the obvious benefit of free or discounted meals for customers, reward programs
are important for the QSR in grasping valuable information, such as customers’ food
preferences, most-visited locations and average payments.
In providing this information, however, customers ask QSRs to do more than send them
coupons, they’re looking for rewards that are designed to meet their demands. One recently
survey noted that about half QSRs customers would be more likely to take part in a loyalty
program if rewards were customized based on their preferences.
Savvy QSRs have already seized on to personalized loyalty programs with much success. Some
chains have started to launch their own app in 2016 using the insights picked up from the parsed
data to provide an advanced level of customer interaction. The restaurant’s application is
integrated with the sales department and online ordering systems to collect information such as
the whereabouts of the customers, their visits frequency rate, what time of day they visit most
often, their preferences from the restaurant’s menu and personal information. Combined, this
information enables the restaurant to hand out highly relevant and valuable promotions.
Finally, technology has given fast food general managers and shift managers a helping hand
through new software which can track a number of metrics. For example, from a human
resources standpoint, restaurant and branch managers can depend on systems to create work
schedules, track employee hours, and oversee compensation delivery. Owners can also access
heaps of data to find out the new consumer trends and the performance of the restaurant so they
can make informed decisions concerning the direction of their business.
Fast food restaurants were created in the first place to expedite the preparation and delivery of
food to customers in a hurry. It seems that fitting technology has stepped forward to make that
service even speedier. Fortunately enough, many of today's younger restaurant workers are
already up to date with recent technological tools and, therefore, are well equipped to learn and
handle the latest technology that has entered fast food restaurants.