Insights in Five:
Serving Up Digital Transformation at QSRs
A Suzy Micro Report
August 2022
Insights in Five:
Serving Up Digital Transformation at QSRs The pandemic accelerated digital transformation across multiple industries, including the quick-service and fast-casual restaurant (QSR) industry. From contactless delivery to touch-free QR code menus, things have changed. Already convenient, QSRs are the perfect space to take digital transformation further. But do consumers have an appetite for digital technology in their favorite eateries?
84% of consumers say convenience is important for them when they order food at restaurants.
22% In Person
84%
How consumers prefer to order food from a restaurant:
18% Via Mobile App
TAKING A DEEPER LOOK:
16% In the Drive-Thru
11% Online
What does convenience actually mean for consumers? In the words of one respondent: “Convenience means a close location, quick ordering, and hassle-free service.”
55% of consumers are interested in personalized order recommendations from a restaurant.
43% 55% TAKING A DEEPER LOOK: Consumers are split on using artificial intelligence to speed up the process of eating out. 36% of respondents weren’t comfortable with AI compared to the 43% that were.
How consumers most prefer to receive their food order:
At the Restaurant
23% Through the Drive-Thru
14% Takeout
12% Via Contactless Delivery
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How consumers most prefer to pay at a restaurant:
Key Takeaways Consumers Prefer To Dine In
39%
30%
Debit Card
While COVID-19 necessitated the adoption of digital technologies, consumers resoundingly prefer to order and dine at the restaurant over using the drivethru or getting take-out. Perhaps that’s because consumers seem to prefer a human to a screen. Only 3% wanted to use a digital screen to order food in the restaurant, and 7% wanted to use one in the drive-thru.
Credit Card
Low Appetite For Current Digital Offerings
22%
Cash
Consumers largely prefer the age-old methods of ordering, eating, and paying for food. A full 22% said they were not at all comfortable with the addition of AI to a dining experience. They’re also not into paying with crypto or through a selfservice kiosk, and only 11% said they prefer to order food online. Many, on the other hand, would be interested in personalized order recommendations.
Make Eating Out the Easiest Option 4% Via App or Mobile Website
When consumers explain what convenience means in their own words, the number one word that came to mind was “easy”. They want it to be simple to read the menu, order, and pay. The take-out process needs to be uncomplicated. Many digital transformation innovations are designed for this, so educating consumers about their benefits may put them on the menu.
Bottom Line: Consumers want to eat in the restaurant, and they want it to be fast and convenient for them. From the menu to payment options, the simpler a dining experience is, the better.