Introduction
‘Good food, good mood.’ We have heard these words many times. The restaurant and eatery landscape fully understands the value of happy customers. The modern customer is used to quick service in everything and this applies to meals too. Economic factors and evolving customer expectations have made the customer-restaurant equation more complex, and the consumer thinks twice before spending their hard-earned cash on a meal out.
The quick service restaurants (QSR) business has had to rethink their strategies to stay ahead of the curve. The changing power dynamics and consumer price sensitivity have made it essential for the quick service restaurants to adapt to practices that retain customer loyalty.
Understanding Quick Service Restaurant Modern Landscape
An influx of price/time conscious customers has changed the way restaurants meet customer expectations. In the landscape of hospitality, the quick service restaurant industry has evolved rapidly, meeting the customer expectations shift towards convenience, speed, quality, and digital engagement. QSRs of today have streamlined operations to meet consumer demands. The QSR revolution is based on the fact that customers value the quick service meal more often than splurging on sit-down restaurants once in a while. Quick service restaurants range from burger joints, coffee shops, casual dining, and ethnic cuisine etc.
Gone are the days when the price was the criteria for selecting where to eat, nowadays the decision is based on service fees, pricing, convenience, experience, and, of course, the taste. Modern QSR is leveraging technology, menu innovations, and operational improvements to meet customer expectations. In this article, we discuss how.
What the Customer Expects from Quick Service Restaurants
According to the research, 58% of consumers say that order accuracy is the most important factor in a return trip; these include convenient ordering options, the variety of menu items, and personalized services.
The term quick service translates into ‘quick serve,’ i.e., good quality food at a fast pace which fits the bustling lifestyle of modern consumers. Customer expectations and demands are constantly evolving, and QSR meets this by offering a complete dining experience at high speed to meet the unique preferences.
Customer-centric strategies are essential for all restaurants if they want to survive in the fiercely competitive branch of the food industry. Customers expect their needs and demands to be prioritized and quick service restaurants tailor their offerings and services to make the dining experience memorable. For a quick service venture to succeed, customer loyalty and attracting new business through glowing word-of-mouth and online reviews.
How are Quick Service Restaurants Adapting to Meet Customer Expectations?
1. Investing in a Good Data Management Solution
Before modifying or implementing any of the below-mentioned strategies, it is important that the quick service understands what changes are necessary and how they will impact the entire business. A good data management solution will enable the quick service restaurant to
- Understand and predict customer behaviour,
- Understand market trends,
- Get a grasp of consumer expectations
- Identify patterns,
- Define relationships between variables and
- Get a clear picture of cause-and-effect relationships that are unique to their brand.
- Uncover insights about customer preferences and recommendations for in-store, takeout, drive-through or third-party delivery experiences.
A good data management solution can simplify all the calculations and give a deep understanding of your customers, track overall financial performance, and how your business is placed in the regional competition.
2. Digital Transformation and Contactless Experience in QSR
(A) Mobile ordering and delivery applications
To meet customer expectations and make all interactions seamless, the QSR brands have invested in mobile apps and delivery platforms such as Swiggy, Zomato, Uber Eats, and more. This ensures
- A fast checkout process
- Personalized offers, recommendations, and rewards using AI
- Real time order tracking from preparation to delivery
(B) Self-service kiosks
Self-ordering kiosks like you see at McDonald’s outlets, reduce wait time for the customers, and they can order at their own pace, removes miscommunication, and gives the power of customization in the hands of the consumer.
- Faster service
- Reduced labour cost and dependency
- Upselling becomes easier
(C) Contactless Payments and Digital Wallets
By using modern transaction methods, such as QR code payments, UPI, and the use of mobile wallets, quick service restaurants:
- Have enhanced the checkout speed
- Reduced physical contact (customers need to carry a wallet or card)
- Are able to offer cashback and quick discounts to customers.
4. Enhanced Drive-Thru and other Pickup Services
(A) AI powered drive-thrus
Use of AI and voice recognition in the QSR drive thus have greatly improved their efficiency. Without any delay, with the phone number or delay, AI can bring up old orders, predict orders, suggest add-ons, and generally improve personalization and service speed.
(B) Curbside pickup and Express lanes for quick service
QSRs have seen a skyrocketing rise in their popularity by offering curbside picks and express lanes for customers who prefer to wait in the car rather than using drive-thrus for ordering.
- Using social media profiles and Google to highlight ordering options
- Dedicated pickup lanes for online orders
- Geolocation tracking to let the staff track consumer location and deliver as soon as the consumer arrives.
- Text alerts for order readiness
(C) Dual-Lane/Express Drive-Through
This has worked well to meet the customer expectations for fast delivery by setting up express lanes for customers that order beforehand.
(D) Outside Order Takers
Modern QSRs have also seen a rise in consumers by putting employees approaching the customers waiting in line to take their orders. This adds a touch of personalization and 31% of consumers in a survey have said that they prefer planning an order with an employee in line. Delivering such superior experience is a crucial differentiator for quick service restaurants.
4. Personalization and AI Driven Customer Engagement
(A) AI- based recommendations
AI machine learning is suggesting offers, discounts, or meal combos based on customer behavior and interactions online and offline.
(B) Loyalty and Rewards Programs
Quick service restaurants are offering exclusive reward programs to attract and retain customers.
- Point based rewards for repeat purchases
- Exclusive deals for app users and first-time users
- Programs like “spin the wheel” or scratch card for attracting customers and discounts.
- Using payment apps to offer discount rewards for QSR
- Customized menus on the app or through email and social media.
5. Health Conscious and Sustainable Menu Innovations
Today’s consumer does not want the normal burger; the customer expects a gourmet preparation using healthy ingredients with presentation. QSR is reformulating their menus to meet this demand.
(A) Healthier food choices, including low-calorie, high-protein, gluten-free, and plant-based options.
(B) Clear plant-based options
(C) Transparency and clean labels for calorie count, ingredients, and source of ingredients
6. Faster and Efficient Kitchen Operations Using Technology
(A) QSR is using robotics and automation to improve kitchen efficiency and reduce costs through automated fryers and grills, AI powered inventory management, and drones for quicker delivery.
7. Sustainability and Eco-Friendly Practices
The modern consumer is conscious of what he eats, what is used in the food, and how healthy is the plate he is eating from. The sustainability practices adapted by quick service restaurants include
- Sustainable packaging using biodegradable, recyclable, and compostable packaging.
- Using solar panels, LED lighting, smart cooling, and heating systems to cut energy costs.
- Giving the option of not sending cutlery along with online orders
- Distributing surplus food to reduce food wastage
8. Using Social Media and Influencer Marketing to Connect with Customers
- Running viral marketing campaigns through TikTok, Instagram Reels, Facebook Videos, and YouTube.
- Collaborations with influencers
Final Thoughts
Quick service Restaurants need to emphasize on speed as well as quality to live up to customer expectations. Today a QSR means using fresh, high-quality ingredients, innovative menu offerings, eye tracking display boards and a customer-centric approach. According to a 2022 report, 33% of consumers said that they preferred optimized digital menus. QSR must adapt and innovate to use technology to create a culture of prioritizing customer satisfaction. By adapting to customer expectations, quick service restaurants can build strong relationships, foster loyalty, and ensure long-term success.
