RESEARCH | Staff Reporter, UK

Consumers demand digital ordering from QSRs, says study

Diners expect the latest technology to take service and experience to the next level.

In an extensive survey of 1,500 respondents, Ordamo established the consumers expectations when it comes to ordering in a quick service restaurant.

According to the poll, 95% of diners do not expect table service in this environment, however, diners are also expecting a shift towards digitalisation. Almost half of consumers would like to be able to order their food and drink using a digital tablet or app in Burger King (48%) and KFC (47%), as more than half of consumers (55%) don’t want to wait in a queue when dining out in a quick service restaurant. Other source of annoyance for consumers include being ignored by staff (62%) and slow service (72%).

Daniel Potter, CEO, Ordamo said, “Consumers have never had so much choice when choosing to dine out in a quick service restaurant. It comes as no surprise that they are turning to digital platforms to enhance their dining out experience. With a tablet or app, quick service operators are placing the power firmly in the hands of the consumer, speeding up the ordering and payment process and making it far more efficient, while capturing hugely valuable data about customers and staff.

“Our leisure time is becoming ever more precious and, consumers expect fast, efficient service as a must. The survey found that consumers value having their order taken quickly, their food arrive with minimal delay and the bill provided promptly, particularly at lunchtime (84%, 90% and 89% respectively) with expectations at breakfast service at 80%, 85% and 83% respectively.”

It is also an important factor for quick service operators to consider and accommodate the rise in food allergies and intolerances. The poll noted that three in five consumers (60%) believe the ability to view up-to-date and accurate allergen information is important to their dining experience.

“Armed with digital menus, quick service operators have the ability to fight food envy, which 88% of those surveyed admitted to suffering from. Operators can upload images and videos for each menu item, which 62% of consumers believe would reduce the likelihood of them getting food envy. Similarly, quick service operators should be thinking about personalising the customer journey, as 27% of consumers would like to be greeted by their name and 15% would like to receive email notifications when their favourite dish is on the menu.”

The survey was conducted with 1,504 respondents (UK representative), across men and women aged 18-66+ in June 2017 by HGEM.

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