QSRs have long dominated the restaurant industry in terms of convenience by offering quick, affordable meals. However, as the restaurant landscape evolves, Quick-service restaurants face increasing competition. Fast casual restaurants are actively working to become more convenient—and making a strong play toward better value for money with modern meals using up-to-date ingredients at competitive prices.
As fast casual intensifies efforts to streamline service and integrate features such as mobile ordering and customized menus, QSRs must leverage their agility to stay ahead. This involves not only continuing to enhance the overall efficiency of their service, but also amplifying their commitment to providing a superior guest experience at a great value. In doing so, QSRs can continue to maintain their competitive edge while appealing to a broader demographic and exceeding consumer expectations in value, speed, and quality.
Leveraging Core Strengths in Convenience
QSRs have long been leaders in delivering convenience, providing fast and consistent service from strategic locations. As fast casual restaurants start to adopt similar features like drive-thrus, QSRs have the opportunity to further refine and expand their own convenience-driven offerings:
- Speed of Service: QSRs can enhance their menu variety without sacrificing efficiency. QSRs historically have been experts at designing menus around items that use similar cooking methods and ingredients to maintain streamlined operations while offering more options for consumers. New tools, such as a smart KDS that maximizes throughput, will help provide more accurate quote times and further enhance guest trust and satisfaction.
- Frictionless Ordering: To improve the guest ordering experience, QSRs can implement user-friendly mobile apps and kiosks to create a consistent and seamless omnichannel guest experience. These technologies allow guests to order ahead and bypass long lines and wait times. Integrating easy payment options, including digital wallets, can further streamline this process.
- Enhanced Delivery: The only thing more convenient than a drive-thru is not having to get in a car in the first place! QSRs can offer additional convenience by embracing delivery. Developing a great first-party ordering and delivery system is the best way to go after this high-growth segment of the market. Accepting orders through third-party marketplaces can also broaden a restaurant’s reach. Both first and third-party options meet consumers where they are—comfortably at home.
Elevating the Brand Experience
While maintaining their lead in convenience, QSRs also have a significant opportunity to elevate their brand experience to compete with the quality-focused offerings of Fast Casual restaurants:
- Customization: Giving guests the ability to tailor their orders to meet specific dietary needs and preferences can be a crucial differentiator. This capability, when combines with QSR’s hallmark speedy service, can significantly enhance guest satisfaction and loyalty.
- Personalization: Leveraging data to personalize menus and offers creates a more engaging brand experience. By analyzing previous order behaviors, QSRs can offer tailored suggestions and promotions that resonate more deeply with individual guests, encouraging repeat business.
- Digital Hospitality: In the digital age, customer service extends beyond the counter. Friendly and responsive digital interactions are essential. Technology can also help staff to quickly address concerns and offer recommendations, ensuring that the brand’s warmth and hospitality are felt, even in quick transactions.
- Self-Delivery: While third-party marketplaces expand reach, establishing a capability for self-delivery places control over the delivery experience firmly in the hands of the restaurant. This approach ensures that orders not only arrive quickly, but also reinforces a commitment to quality and service. A dedicated, on-demand delivery fleet, managed via a robust Delivery Management System, can synchronize food production with driver availability, optimizing both food quality and delivery speed.
Securing a Competitive Edge in the Convenience Race
As fast casual restaurants work to catch up on the convenience front, QSRs not only have the opportunity to continue leading in this area, but also to elevate their overall brand experience. By continuously refining their service models and embracing technological advancements, QSRs can deliver speed, quality, and personalized interactions that today’s consumers expect.
In innovating on their strengths and taking cues from the evolving market dynamics, QSRs can stay ahead in the convenience game while delivering an unparalleled brand experience that resonates with today’s consumer. This strategic approach positions them well to captivate and satisfy the modern consumer, who values both convenience and quality in their dining choices.
Meredith Sandland is the CEO of Empower Delivery.
