How are apps like QuikServe, which allow customers to order from an app, changing the landscape of QSR?
Most food in quick-service restaurants (QSRs) is handed off to customers in less than three minutes. But as an increasing number of QSRs install systems like QuikServe that offer an online ordering option, things may get even faster. However, statistics show that the segment as a whole still lags behind America’s pizza joints and fast casual restaurants in adopting the new technology.
Domino’s, with its existing reputation for fast delivery, launched an updated online order system two years ago, which boosted sales to the point that it is the fourth-largest online retailer in the country. Chipotle integrated online ordering into its new corporate strategy to a point where it even remodeled its busiest restaurants to integrate a line dedicated to online orders.
Sandwich, donuts a good fit for online ordering
Consumers have become extremely comfortable ordering goods online. As new generations have grown up with mobile tech, they want to be able to order food or shoes or just about anything in the same way. By the same token, restaurants want to engage with customers through their brands, so the industry as a whole really needs to embrace methods of engagement where their customers are comfortable. It has quickly become evident that QSRs can reach a broader audience by adapting to the trends embraced by consumers.
Sandwich joints, not surprisingly, are equal to pizza chains in terms of online ordering frequency. Subway, Quizno’s and new player Jersey Mike’s have all embraced the technology and new platforms. Even locally owned QSRs have gotten into the trend by partnering with local app developers to streamline online ordering. It’s just sound logic to let one person order for the whole family or the whole task group at a workplace using online ordering. It allows everyone to place the order they want, pay online, and not have to wait in a store. It’s easier and more convenient.
Donuts are getting in the game as well. Dunkin’ Donuts has been in the online ordering game for more than five years in order to better service group orders.
Online ordering serves group orders more than single-order, impulse buyers
White Castle launched its online ordering component nearly five years ago and was surprised to see its growth in bulk orders or multiple orders. The retailer sees nearly as many orders from items like Crave Cases (30 sliders) and Crave Crates (100 sliders) as it does from customers picking up a single order or a cup of coffee.
QSRs have discovered that online ordering resonates with their customers and the pace of their lives. It gives consumers a chance to compare options and make a more studied decision when they’re ordering. It takes pressure off of customers to hurry up and order, and makes restaurant pacing better because they know in advance when customers will pick up their order or have more time to prepare for multiple item orders.
In other words, QSRs are experiencing a dynamic marketplace in terms of customer freedom. As consumers increasingly take advantage of more options and control, the adoption of online ordering platforms is likely to be a necessary element for QSRs to stay relevant and connect with customers at the brand level.