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From cashless customers to voice-enabled everything, top QSR tech trends are changing 'business as usual'

Diners are gravitating toward the increased use of voice and kiosks, and the decreased use of cash, thanks to these three top trends that are changing the way QSRs do business today.

May 22, 2019 by Donna Cobb — Executive Director, Enterprise Marketing, Comcast Business

Quick-service restaurants have dominated the dining industry in recent years, growing faster than full-service restaurants. In fact, the global QSR market is expected to reach nearly $691 billion by 2022, according to a report by Zion Market Research. As QSR chains seek new and innovative ways to attract customers, they increasingly are turning to technology to offer customers enhanced speed, convenience and value.

Millennials and Generation Z diners have come to expect technology-centric experiences when dining — even if that comes in the form of something as simple as free Wi-Fi. Furthermore, today's adults are 30 percent more likely to use restaurant technology than they were two years ago.

As demand for technology-centric experiences continues to rise, QSRs must look for ways to use existing technology to attract and retain customers. Fortunately, an array of new technologies are on the horizon to help QSRs gain a more competitive edge and appeal to a wider group of diners.

Imagine a cashless payment system that automatically "swipes" diners' credit cards when they enter, allowing them to grab what they want without having to stand in line. Or, back-end analytics that automatically know customer's preferences and push out special deals or coupons to mobile devices. 

Here are three technologies that have the ability to impact the QSR industry and perhaps even change the way consumers view the dining experience. 

Going cashless with the use of mobile payments

Mobile payment technologies from Apple, Samsung and other vendors, along with a growing number of QSRs adding "scan-to-pay" capabilities have already made the concept of using a smartphone to pay for a meal a reality. But, as more customers look to their mobile apps to order, and pay, mobile payment technologies will need to evolve to provide an even higher level of convenience for customers. 

The next generation of mobile payment technologies will enable customers to do things like scan their smartphones as they enter a restaurant, then select meal choices, all while skipping the line at the register. But that's only the beginning. The technology offers other opportunities like beacons at a store's entrance that "ping" the customer's mobile app for automatic purchase charges or interaction with the restaurant's loyalty program to automatically apply discounts to customer orders based on reward points or special promotions.

Using voice devices to place orders 

Smart devices such as Amazon Echo and Google Home are already having a huge impact on the way consumers perform tasks like turning off lights or listening to music. Furthermore, ComScore predicts that half of all searches will be voice searches by 2020. Voice search is proving to be on the rise and it's expected that it will continue to have an impact on the QSR space.

Already, a handful of QSRs have partnered with Amazon to enable customers to place orders through their Echo devices. Through the Alexa-enabled "skill," these restaurants allow diners to manage their favorites, set order locations and save payment information. This makes the process both quick and easy by allowing customers to simply tell their device to place an order. 

While voice-enabled ordering is still in its infancy, it offers endless advantages to customers. And, when paired with other voice-enabled options, such as making reservations, it's expected that voice-enabled services using smart devices will be embraced by more QSRs, especially as more diners demand it.

Increased kiosk use

According to a recent survey, nearly half of diners who were asked said they would use a self-service technology such as a kiosk to customize orders, so it's not surprising that QSRs are looking more seriously at kiosk technology to help improve the customer experience and streamline employee tasks.

Many QSR brands are already embracing kiosk technology, while the overall use of kiosks is only expected to grow. With kiosks, customers get used to placing their order on tablets or over-sized touch screens rather than with a person at the counter. Kiosks also allow users to customize their orders through a series of screen prompts. When integrated with the QSR's loyalty program, customers can swipe their loyalty cards or tap their mobile devices to record the transaction or pay using the mobile app. For restaurants, early indicators show an increase in average check size and upsell opportunities with the use of kiosk technology. 

Kiosks also present a way to improve the customer experience. Kiosks can help QSR locations manage their workforces by reassigning employees to more value-added tasks, such as ensuring customers are happy with their orders, providing drink refills and looking for ways to further improve the customer experience. 

About Donna Cobb

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Donna Cobb is the executive director, Enterprise Marketing for Comcast Business, responsible for the development and implementation of winning marketing strategies and integrated sales and marketing programs. She is an accomplished marketing executive and business leader, experienced in developing strategic partnerships, implementing organizational change, and managing projects designed to transform the enterprise.