New study highlights three key findings to help QSR brands deliver a better app experience

Feb 9, 2021 by Paul Arnhold

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:

  1. Consumers crave rewards – Eighty-three percent of respondents indicate they have at least one QSR app, and the top reason they cite for downloading the app is to earn loyalty rewards. Furthermore, when respondents were asked what they like most about their favorite app, the top response was the loyalty rewards program. While ease of use and speed in placing orders help drive app adoption, consumers expect to be rewarded for their brand loyalty.

     

  2. Accuracy is the biggest barrier – While 91 percent of respondents indicate ordering via an app is about the same or a better experience than ordering in person, one in four consumers report they have experienced an issue with order accuracy when using a restaurant app. Though digital orders tend to include more customizations and create more complexity for staff, accuracy is simply one area where brands can’t afford to miss the mark.

     

  3. App adoption requires a sound strategy – Among the 40 percent of respondents who have deleted an app in the past 30 days, 49 percent report they didn’t use the app enough and 33 percent cite difficulty placing orders or technical issues with the app. Furthermore, 40 percent of respondents who had difficulty placing an order indicate they are not very likely or not at all likely to place an app order ins the next 12 months. With more restaurant apps available than ever before, brands need to provide a seamless user experience and continually give consumers a reason to use their app.

“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.

 

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