QSR Consumer Study Suggests Brands That Rely on Third Party Delivery Apps Are Missing Out On A Real Chance to Connect with Consumers

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Since the emergence of COVID, QSR consumers’ habits have shifted to digital orders. With most restaurants’ dining areas closed customers were forced to adapt. According to a recent study by Market Force Information, consumers have come to prefer ordering using branded mobile apps vs third-party delivery services. This bodes well for brands who have invested in branded apps to maintain more control over the end-to-end customer journey.

QSR brands that don’t capitalize on this opportunity are at risk of losing sales and customers and further are subject to high fees charged by service providers which threaten profitability.

Digital adoption is at an all-time high, but the data suggests that QSR brands that heavily rely on third-party apps like UberEats (UBER), GrubHub (GRUB), and DoorDash (DASH) will need to shift their focus to creating their own digital customer experience. With branded app downloads increasing by 30 percent, understanding how consumers feel about the entire digital journey is vital. Brands that don’t capitalize on this opportunity are at risk of losing sales and customers and further are subject to high fees charged by service providers which threaten profitability.

More than 9,500 consumers were polled for the study, which ranks brands on three factors –consumers’ satisfaction with their most recent visit, their likelihood to return, and their trust in the brand. The study also showcases competitive rankings, delivery trends, and the use of new technology.

This increase in branded app downloads creates an opportunity for QSR brands to replace third-party services, reduce fees, and take full control of the digital customer journey. Branded apps also create opportunities to directly monitor and improve the user experience across menu search, customization, ordering, payment processing and perhaps most importantly streamline the process for repeat purchases. With this level of control, QSR brands are able to understand what actions will improve conversion, create trust, and build loyalty.

Understanding the digital customer experience is an important aspect of modern QSR marketing strategy. The ‘digital place’ touches millions of consumers every day facilitating a growing number of meal purchases. Understanding how your brand measures up can provide the perspective you need to take your digital strategy to the next level. Sign up today to receive early access to the results of Market Force’s latest QSR Study at marketforce.com/qsr-research.

About Market Force Information

Market Force Information® is a customer experience (CX) and employee engagement (EX) management company that provides location-level measurement solutions that help businesses protect their brand reputation, delight customers and make more money. Solutions include customer experience surveys, employee engagement surveys, mystery shopping, contact center services and social media review tracking, which are integrated into one technology and analytics platform, KnowledgeForce®. Founded in 2005, Market Force has a growing global presence, with offices in the United States, Canada and the United Kingdom. It serves more than 200 clients that operate multi-location businesses, including restaurants, major retailers, grocery and drug stores, petro/convenience stores, banking & financial institutions and entertainment brands. The company has been recognized as one of the top 50 market research organizations in the AMA Gold Report. For more information about Market Force, please visit us online at http://www.marketforce.com.

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Shavon Knight
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