KANSAS CITY, Mo. – Service Management Group (SMG), a global customer, patient and employee experience management partner to more than 500 brands, has published new research that highlights how quick service restaurant (QSR) brands can drive app adoption. With digital usage on the rise across the restaurant industry, SMG conducted this study to understand what consumers want from branded QSR apps.
Using BrandGeek®—SMG’s market intelligence tool and the fastest, most accurate source of behavioral data linked to consumer feedback in real time—SMG collected feedback from more than 16,000 consumers on QSR app usage. Here are three key themes from the research:
“As digital usage continues to increase across the restaurant industry, brands need to strive to deliver a digital experience that’s on par with or better than the in-person ordering experience,” said SMG SVP of Research Paul Tiedt. “While ease of use and convenience are essential, what helps the top-performing branded apps stand apart is order accuracy and loyalty rewards.”
About Service Management Group
SMG inspires experiences that improve people’s lives. We are a catalyst for change, providing actionable customer, patient, and employee insights that boost loyalty and drive business outcomes. Our unique model puts a dual focus on platform technology and professional services—making it easier to collect, analyze, and share feedback and behavioral data across the enterprise. To learn more about our customer experience management, employee experience, and brand research solutions, visit www.smg.com.