Group Of Female Friends Enjoying Meal At Outdoor Restaurant
The Future of Customer Experience in Quick-Service and Casual Dining
In a recent article sponsored by MERGE on Restaurant Dive, the future of customer experience in the quick-service and casual dining industry is explored amidst economic uncertainty and shifting consumer habits. As the industry undergoes a “restaurant experience reset,” it becomes crucial for brands to identify which approaches and models will continue to resonate with consumers. Let’s summarize the key insights from the article.
In-store and Onsite Experiences
The article highlights the trend of smaller dining footprints in quick-service restaurants (QSRs). As consumers prioritize convenience and prefer drive-thru, takeout, and delivery options, QSR brands are expected to invest in smaller dining spaces that streamline operations for grab-and-go and third-party delivery. This trend is likely to stay, catering to consumers’ need for seamless experiences.
Scannable technology, such as QR codes, also receives attention in the article. It predicts that scannable technology will persist, enabling customers to access loyalty programs, locations, extended content, and social channels. While the article does not mention it, it’s important to note that innovative uses of QR codes are emerging.
For instance, SpotOn, the top-rated software and payments partner for restaurants, recently introduced a feature called Seat & Send. This feature allows guests who have made a reservation or are on the waitlist to pre-order their meal. Once seated, the order is immediately sent to the kitchen, promising faster service, enhanced guest satisfaction, and improved operational efficiency for restaurants.
The concept of “mega” drive-thrus, which includes ambitious features like double-decker drive-thrus, is expected to fade away. Instead, mobile-only lanes or AI-assisted ordering are likely to endure as effective gateways to a convenient QSR experience. Brands are advised to avoid unnecessary investments in technology and real estate.
Digital Experiences
The article underscores the rise of app usage in the past few years. Consumers increasingly rely on apps to engage with brands, and this trend is projected to continue. Apps will evolve to offer more intuitive correspondence based on customer habits, storytelling to enhance engagement, and gamification elements that unlock rewards. Personalized data plays a vital role, as apps will replace traditional offers with tailored deals for individual customers.
While the use of personalized data for customer experiences will persist, challenges lie in transforming data into meaningful insights. The article recommends a performance marketing mindset, leveraging key performance indicators (KPIs) and customer data points to create seamless experiences and deliver personalized information. However, the availability of the right insights is crucial for success in this area.
Lastly, the article acknowledges the significance of delivery, particularly third-party operator (3PO) delivery services. 3POs have experienced a surge in adoption, particularly in urban areas. Although this trend is expected to continue, further adaptation is needed, including improving customer service and reevaluating fee structures to better support restaurant brands.
Conclusion
As the quick-service and casual dining industry navigates the future of customer experience, assessing trends and adapting becomes paramount. Embracing smaller dining footprints, utilizing scannable technology like QR codes, and exploring innovative features such as SpotOn’s Seat & Send, where guests can pre-order their meals to be immediately sent to the kitchen upon being seated, are key strategies for enhancing operational efficiency and guest satisfaction. By leveraging app usage, personalized data, and efficient delivery services, brands can adapt to changing consumer habits and redefine the future of customer experience in quick-service and casual dining.
(Source: Restaurant experience reset: Forecasting the future of quick service and casual dining sponsored by MERGE on Restaurant Dive)
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