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The big 3: Top QSR tech trends today
As demand for technology-focused experiences continues to rise, QSRs must look for ways to use existing technology to attract and retain customers. But fortunately, an array of new technologies are also on the horizon to help QSRs gain a more competitive edge and appeal to a wider group of diners.
May 29, 2019 by Donna Cobb — Executive Director, Enterprise Marketing, Comcast Business
By Donna Cobb/Comcast Business Executive Director — Enterprise Marketing
Quick service restaurants have dominated the dining industry in recent years by consistently 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, research indicates that today, adults are 30 percent more likely to use restaurant technology than they were two years ago.
As demand for technology-focused experiences continues to rise, QSRs must look for ways to use existing technology to attract and retain customers. But fortunately, an array of new technologies are also on the horizon to help QSRs gain a more competitive edge and appeal to a wider group of diners. Take a look at these three three technologies that can greatly impact the QSR industry and perhaps even change the way consumers view the quick-service dining experience.
Going cashless with 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 smartphones to pay for meals 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 allow customers to scan their smartphones as they enter restaurants and select their orders without every waiting at to pay. The technology also offers other opportunities, including restaurant entrance beacons that "ping" customers' mobile apps for automatic purchase charges or interaction with the restaurant's loyalty program for automated order discounts based on individual reward points or special promotions.
Ordering by voice
Smart devices such as Amazon Echo and Google Home are already greatly impacting the way consumers perform tasks like turning off lights or listening to music. In fact, ComScore predicts that half of all searches will be performed by voice by next year and that will certainly extend to the QSR space.
Already, a handful of QSRs have partnered with Amazon to allow customers to order through their Echo devices. Through the Alexa-enabled "skill," these restaurants are allowing diners to manage their favorite selections, set order locations and save payment information, making the ordering and payment process quick, easy and voice-enabled. And, when paired with other voice-enabled functions, QSRs will be increasingly reliant on the smart device interface with customers.
Kiosks that streamline employee tasks and provide a new customer experience
According to 2017 Cake/Sysco research, nearly half of surveyed diners said they would use a self-service technology such as a kiosk to customize orders. It's no surprise then 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, with their use expected to grow. Kiosk customers place orders, of course, on tablets or oversized touchscreens and can customize their orders through a series of screen prompts. When integrated with restaurant loyalty programs, customers can record the transaction by using their loyalty card or mobile device or pay by mobile app. Early indicators show these interfaces grow average check size, as well.
Kiosks also provide a new customer experience, too, by allowing brands to better manage their workforces through employee reassignment to more value-added tasks like refilling drinks and looking for other ways to further improve the customer experience. Through kiosk technology, employees can shift from order fulfillment to customer satisfaction.
The bottom line is that QSRs must make smart choices about new technologies like mobile payments, voice ordering and kiosks to remain competitive create a positive customer experience. Success in this game comes from choosing the right technology and network foundation to fully embrace the new opportunities that have even yet to be imagined.
About the author: Donna Cobb is responsible for the development and implementation of marketing strategies, integrated sales and marketing programs at Comcast Business.
Photo: iStock
About Donna Cobb
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.
