The State of Mobile Ordering in QSR: Which Brands are Winning, and Where Opportunity Still Lies
Mobile ordering reshapes QSR operations as brands adapt to customer expectations and technological changes.
auto_awesome
The article details findings from the Emerging Experiences Report regarding mobile ordering in QSRs, focusing on performance metrics among major brands such as Chick-fil-A and Dunkin'. It highlights the impact of ordering efficiency on customer satisfaction, alongside common fulfillment challenges faced by these chains during testing across 449 locations.
Why It Matters
The insights into mobile ordering effectiveness suggest potential improvements in unit economics for franchisees, as operational efficiencies can enhance customer satisfaction and optimize service delivery.
The latest report from Intouch Insight, part of the Emerging Experiences Report series, sheds light on the current landscape of mobile ordering in the quick-service restaurant (QSR) sector. Focusing specifically on the drive-thru and in-store pickup experiences of nine major brands, including Chick-fil-A, Dunkin’, Burger King, and KFC, the report evaluated factors that affect consumer satisfaction. Conducted from January to February across 449 locations, the study revealed that while mobile ordering is increasingly prevalent, the execution quality varies significantly across chains.
Key findings indicate that technical glitches and unclear pickup instructions are primary frustrations impacting the ordering experience. The report highlights that one in five stores failed to have orders ready on time, which drastically reduced pickup satisfaction from 97% to 76%. Notably, the quality of service can influence consumer perceptions; when orders were late but service remained friendly, satisfaction levels held at 80%. However, if service was deemed neutral or unfriendly, satisfaction dropped to 61%.
The insights also emphasized the importance of an efficient ordering flow for maximizing customer satisfaction. The study’s metrics, which included evaluating speed of service, order accuracy, and food quality, suggested that operational improvements in these areas could promote better customer retention and overall experience.
