QSR – Mobile technology is radically altering customer expectations. Data showed that 58 percent of customers would visit a restaurant more often if experience-enhancing technologies were available.
Smoked brisket and Korean crossover—menus change all the time—but so do customers’ technology habits, particularly when it comes to mobile. In casual and quick-service dining, the future will depend on how well operators adapt to the dominance of smartphones in customers’ lives.
It’s not a question of short-lived gimmicky promotional apps. Customers now expect to choose, order, receive offers, and store loyalty points on their phones with as much ease as messaging their friends. If they cannot, the lack of functionality will discourage them from remaining customers in the same way a sirloin cheeseburger is a turnoff for vegans.
Quick-serve operators cannot afford to ignore the way smartphone technology is radically altering customer expectations. Research from BRP Consulting found that 38 percent of dining experiences now involve smartphone or mobile devices—from initial research to sharing the experience on social media. It’s a trend that is gathering strength. Millennials, almost all of who grew into adulthood using smartphones, will overtake Baby Boomers as the largest generation in the U.S. next year, according to Pew Research. Patience among this generation has worn thin and restaurants lacking time-saving technologies such as ordering ahead, self-scanning or in-app payments will see customers melt away.
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