5 Fascinating Customer Behaviour Trends in Quick Service Restaurants (QSRs)
Quick Service Restaurants (QSRs) have become a cornerstone of modern dining, constantly adapting to technological advancements and shifting customer expectations. Recent trends in consumer behaviour within this sector reveal some surprising insights that are shaping the future of fast food. Here are five key observations:
1. The Rise of 'Tipflation' in Fast Food
Traditionally, tipping was associated with full-service dining, but digital payment systems have introduced tipping prompts in fast-food restaurants, leading to a phenomenon known as 'tipflation.' Customers now frequently encounter gratuity requests at counter-service establishments, sparking debates about tipping norms in the fast-food industry.
At the same time, tipping behaviour in food delivery has also changed. With fewer people carrying cash, more customers are tipping drivers through apps. This shift benefits delivery workers, ensuring they receive tips promptly and securely. However, companies must handle these tips transparently. Collaborating with the right solution can not only ensure staff satisfaction but also manage all processes in compliance.
2. Gen Z’s Demand for Customisation
Gen Z diners are reshaping the QSR landscape with their desire for personalised meals. Reports indicate that mix-and-match menus are among the top promotional drivers for this generation, highlighting their preference for unique and tailored dining experiences. Many fast-food brands are adapting their menus to offer more flexibility, catering to Gen Z’s expectations for customisation.
This process has become increasingly streamlined for both customers and store operations, thanks to solutions like kiosks and apps.
3. The Surge in Pre-Ordering via Digital Platforms
A significant 70% of limited-service restaurant customers are willing to use a smartphone app to place an order, according to the National Restaurant Association. This growing acceptance of digital ordering highlights the need for QSRs to optimise their mobile platforms, ensuring a seamless and efficient experience that meets consumer expectations for convenience and speed.
4. Loyalty Programmes Drive Repeat Visits
Loyalty programmes have a significant impact on customer retention and spending habits. Research shows that members of these programmes visit restaurants 41% more frequently and spend 67% more than non-members. This highlights the effectiveness of well-structured loyalty schemes in driving repeat business and increasing overall customer engagement. Fast-food brands that successfully implement rewards and discounts can expect higher visit frequency and greater long-term customer loyalty.
5. Mobile Ordering and the Customer Service Challenge
While mobile ordering is meant to improve convenience, it has also raised customer expectations. A recent report found a 52% increase in complaints related to mobile orders being unready on time or being deprioritised in favour of in-store customers. This highlights the need for better integration between digital ordering systems and in-store operations.
To address this, backend systems must align seamlessly with consumer-facing apps, ensuring streamlined processes rather than frustrating customers. For example, Starbucks is trialling algorithms to better manage mobile orders, aiming to reduce congestion and enhance customer satisfaction.
In Conclusion
The fast-food industry is constantly evolving, with digital technology and changing consumer habits driving new trends. Whether it’s the rise of tipping culture, Gen Z’s demand for customisation, or the growing influence of loyalty programmes, QSRs must stay ahead of these shifts to maintain customer satisfaction and operational efficiency.
