An infographic detailing consumers' expectations of staff based on research from KAM Media and pointOne. Photo: Supplied

Amidst labour shortages, QSR customers are expecting more from staff

48% say that staff must know where the food is sourced from whilst 58% expect staff to have the “knowledge and foresight” to recommend menu items.

Amidst labour shortages and supply chain issues, UK customers in the QSR sector are growing their expectations of staff.

New research carried out by KAM Media and pointOne revealed that 87% of its respondents agree that staff must know all the dishes and ingredients on the menu, with 69% saying that must also understand where the customer allergen risks are and ensure that back of house staff are informed.

48% say that staff must know where the food is sourced from whilst 58% expect staff to have the “knowledge and foresight” to recommend menu items to customers.

However, 22% of surveyed staff say they are not able to answer questions about allergens, with the same proportion saying that they do not “feel knowledgeable enough” about the menu in their venue.

The study added that more than 40% of consumers surveyed said that the human element of customer service had actually grown in importance. One in three customers expect staff to proactively engage with them in a QSR environment, but more than one in ten say they generally “just want to be left alone, with minimal contact with venue employees.”

Women, customers with children and those under Generation Z also are said to be more likely to expect a more interactive experience with staff.

(Editor’s Note: The independent research commissioned by pointOne has been published in a white paper, People + Tech: A New Era of Customer Experience in QSR. Click here to download.)

Join QSRMedia UK community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

The brand previously revealed it will open ten sites this year.
The burger is available until 31 January in Absurd Bird sites.
The company operates 18 restaurants in the UK.
This will be the fifth London site for the Australian chef.
She joined Papa John’s in 2015 as senior director for digital marketing and most recently served as senior vice president for customer experience.
274 million orders were processed in the fourth quarter of last year.
This effectively ends a takeover bid from the Issa brothers' EG Group.
The company will invest over £9.2 million to raise hourly rates amidst sector-wide labour shortages.
Founded in 2017, it already has a presence in ten countries, including the US, UK and Australia.
The move is expected to create 1,000 jobs and 4,000 over the next three years.
Deliveroo, meanwhile, reported a 117% surge in plant-based ordering across the UK since Veganuary 2021.
It also has plans to grow in Edinburgh in the next few years.
Sales in December 2021 ran at approximately 63% of 2019 levels.