The modern QSR customer: a new world of options and expectations

Unlock opportunities in loyalty and convenience.

In today's fast-paced world, customers have more options than ever when it comes to food. There's an abundance of choices in terms of both cuisine and service, which means that QSRs have to work hard to make themselves stand out.

One way that QSRs can do this is by understanding the modern QSR customer. This customer is different than they were even a few years ago, when digital ordering and mobile apps were not as prevalent. Now, customers expect QSRs to offer a seamless digital experience, in addition to great food.

Understanding today's QSR customer

QSRs have the advantage of being able to appeal to a wide range of customers. Almost everyone comes through the drive-thru or visits a QSR at some point. However, this also means that there is a lot of competition.

To stand out, it's important to understand what customers are looking for. In a post-pandemic world, we've seen that customers are increasingly looking for contactless ordering and pickup options. 

Furthermore, today's average QSR customer is looking for rewards and convenience, and businesses that can provide both will be the ones that thrive. Whether it's through loyalty programs or omni-channel solutions, QSRs need to be able to offer their customers an experience that is quick, easy, and rewarding.

Loyalty in the digital age

With convenience being a no-brainer in our increasingly digital world, the customer loyalty landscape has also shifted in recent years. In the past, customers might have been loyal to a certain brand because it was the only one in their town. But now, with so many options available at the click of a button, customers are more likely to be loyal to a brand that offers them the best experience.

Many industries have been quick to adapt to this new loyalty landscape. Banks and credit cards now offer rewards for using their services, and airlines have loyalty programs that keep customers coming back. And these loyalty experiences are driving heightened expectations of the QSR industry.

A survey of 2,000 Australian consumers by Adyen revealed that as much as 48% felt that food and hospitality businesses (restaurants, cafes, fast food outlets) need to improve the ways they reward customers for shopping with them. 49% think that the current loyalty programs on offer rarely provide enough value, whilst 37% don't want another loyalty card taking up space in their wallet.

With these changes in customer loyalty expectations, it's clear that QSRs need to rethink their loyalty programs if they want to keep customers engaged.  

QSRs that want to succeed need to offer loyalty programs that are convenient and easy to use, no matter if their customers are placing orders via an app, in-store, or a kiosk. 

Unified commerce, or the seamless integration of online and offline channels, makes it easier to recognise customers across channels and make loyalty programs more frictionless by removing the need for a traditional loyalty card or app. When customers make a payment, regardless of the channel, QSRs can automatically recognise them and award them with points, discounts, or a complimentary beverage with their next meal.

Investing in convenience and loyalty pays off

While many QSRs offer loyalty programs, not all of them are making the most out of their programs. In fact, Adyen’s study found that 42% of businesses feel it is too hard to maintain customer loyalty in the current environment. 

Furthermore, 48% of respondents said they don't have the budget to maintain the loyalty program they would like to provide their customers, and 40% said they don't have the technology or systems in place to do so. This highlights the need for QSRs to invest in modern loyalty programs that are easy to use and manage.

Fortunately, investing in loyalty pays off. Not only that, QSRs can optimise their costs by using technology to automate the management of their loyalty programs. This way, they can focus on providing a great experience to their customers, rather than worrying about the technicalities of their loyalty program.

When done right, loyalty programs can be a powerful tool for QSRs. They can help QSRs build relationships with their customers, encourage customer loyalty, and drive sales.

Final thoughts

The pandemic has changed the way we interact with businesses, and QSRs need to adapt if they want to keep up. Convenient loyalty programs that recognise shoppers across channels, are key to ensuring future success for QSRs.