Since the early 2000s, consumer spending in the quick-service restaurant sector has experienced near year-on-year growth, peaking in excess of $320 billion in 2022. This should excite the industry. Yet, at the same time, quick-serves are dealing with a dynamic foodservice landscape, in which businesses are changing, talent is shifting, and consumer expectations are evolving.

According to Deloitte, the main challenge is delivering frictionless digital experiences, with the majority of consumers preferring to order digitally from a quick-service restaurant. And as digital tools like kiosks and smartphones enter the dining equation, the importance of immersive, cross-channel experiences becomes clear, with nearly 50 percent of consumers following a social media account from a restaurant or food brand.

Frictionless, digital, and immersive experiences have arrived. Here are a few ways that quick serve and fast casual restaurants are elevating engagements with consumers in 2024.

On the move: Displays and digital signage go dynamic.

Think about your favorite restaurants and dining experiences. What comes to mind? The food, sure. The drinks, maybe. But high on that list is the atmosphere, the vibe, and the feel—and how you, as a consumer, engage with the brand. Whether it’s a morning coffee and breakfast sandwich, the lunch escape from the grueling workday, or a late-night snack with friends after a night out, the experience matters. 

Dynamic, digital displays give restaurants the chance to offer immersive experiences to consumers. This trend has been bubbling under the surface with industry leaders over the past few years but encountered challenges during pandemic delays. In 2024, it’s back—and many new franchise locations are deploying immersive menu, signage, and entertainment systems throughout their quick-service restaurants.

Here’s where dynamic, frictionless displays will deliver the highest impact in the near-term: One, self-service kiosks and drive-up screens to simplify ordering; two, digital menuboards with live information and updates on everything from wait times to order status to real-time promotions; and three, immersive displays that connect the restaurant to consumers’ lives, whether social media feeds, photos of dining experiences, or even entertainment selections. These are all touchpoints within each restaurant’s digital signage journey for consumers.

Meet consumers where they are: Snacking is trending.

If you listen hard enough, consumers will tell you what they want. And, once you have that information, smart, nimble digital signage and display technology lets you meet them there. These tools give quick serve and fast casual restaurants the chance to learn from consumers, understand their preferences, and build business operations around them to ensure their needs are met.

The move to self-serve kiosks, digital menuboards, and connected ordering systems means better information and quicker access to that information. By understanding data and—ultimately—being able to act on it, quick-service restaurants are equipping themselves to capitalize on consumer preferences and run the business accordingly. For example, analytics may show that lunch and dinner orders are getting smaller, or patrons are choosing to “snack” during off-peak dining hours. Frequency may be up, but order size is decreasing. So, during these off-peak hours, does your restaurant need more staff? Does snacking usually come with a drink order, and do you have those beverages available? Do snackers prefer self-service over engaging with a staff member, and if so, do you have the right frictionless digital technologies to make that happen? These are all considerations operators need to take into account when devising their technology strategies and customer service approach.

Signage the consumer can’t see: Get smarter from the back of the house.

Conversations with industry leaders show that digitally transforming the back of the house matters just as much as the front of it. While a consumer may not see these solutions at all, displays at the back of the house are a critical component to elevating the worker experience, running a smoother operation, and delivering on customer needs.

At a time when worker shortages and talent gaps exist, digitally transforming the employee environment is critical to attracting and retaining workers. Whether for promoting order accuracy, streamlining administrative tasks, or reimagining workflows for staff, back-end technology is taking center stage for many quick-serves. Store managers and franchise owners should keep this in mind when embarking on digital transformation planning.

Consumers have high expectations. Don’t forget consistency and reliability.

A word of caution to restaurants looking to transform their operations: do it—but pick the right technologies and solutions partners. Displays are active most hours of the day. Content needs or food availability can change at a moment’s notice. Self-service or interactive menuboards are engaged with every time a consumer dines. If your technology isn’t built for these demands and the dynamic quick serve environment, then you risk losing opportunities and delivering poor experiences.

Be sure to keep this in mind when evaluating partners. Those that know the space and build solutions around unique quick-service restaurant needs will be more adept at navigating this industry.

At a glance, 2024 looks to be a year where the industry delivers on its promise to meet consumers where they are, from dynamic ordering to immersive experiences, to dining habits. Opportunity awaits restaurants that can get this equation right.

Misty Chalk is the vice president of sales, Americas, at BrightSign, the global market leader powering the digital signage industry. She brings two decades of technology experience, helping both small and large organizations define their unique digital signage journey to meet the changing needs of consumers.