The quick service restaurant industry is up against a mounting number of challenges from greater costs and lower margins to consumer demands for higher quality, more options and increased expectations for how they interact and engage with brands. It’s no easy feat to deliver that one-of-a-kind customer experience that consumers have come to expect in an omnichannel world, especially when many QSRs are stuck with legacy technology that limits their ability to gain a single view of the customer and deliver personalized engagements on the right channel at the moment of impact. Here’s the good news though: the birth of a new category of technology--the Customer Data Platform (CDP)--is making it possible for brands to execute all that and then some. Not a believer? Keep reading to learn five CDP use cases for quick service restaurants!
Customer loyalty programs in the U.S. are seeing a sharp decline in active participation that doesn’t coincide with the high number of program signups. More people are signing up, especially for that initial discount or reward, but not returning after the fact. On average, each American is a member of 13.4 loyalty programs, but is only actively engaged with 6.7% of them.. With 2.6 billion total loyalty program participants, why are so many people signing up and losing interest?
Back in June 2016 ARC analyzed the mobile user sentiment of the native Android and iOS apps of 55 of the top 100 restaurant brands. In order to qualify for the analysis, brands had to have a native Android and/or iOS app with a statistically significant cumulative volume of app store reviews. ARC ranked the chains based on a weighted average of their Android and iOS mobile user sentiment scores (see image below).
In the wake of severe food safety concerns last year, Chipotle was against a wall as once avid customers left the brand for other QSR alternatives. In response, Chipotle introduced Chiptopia Rewards, a temporary loyalty program that rewarded frequent visitors and purchases with generous amounts of free food and merch.
QSRs are under immense pressure to “be on mobile” or succumb to the threat of being surpassed by the competition. But what does “being on mobile” mean exactly? The answer isn’t cut-and-dry. There is no one-size-fits-all solution for being successful on mobile. Just because one type of mobile strategy works for one company, even within the same industry, doesn’t mean it will be a sure bet for your company. Rather than setting out to copy brands that are successful on mobile, QSRs should focus on developing strategies that will enable positive and unique interactions with your brand. Looking for some inspiration? Keep reading to pick up five simple ways to avoid a generic QSR mobile experience.