,UK
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.)

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