QSR May 2022

DIGI TAL TRENDS

MOR E F ROM MENU - BOA RD S : 5 5 % S HOW CURR ENT ORD E R ON T H E S CR E E N • H I GH L I GH T S D E A L S 51 % • V I EW LOYA LT Y PO I NT S AND/OR P E R SONA L I Z E D D E A L S 3 6 % • H I GH L I GH T L IMI T E D -T IME I T EMS 3 4 % • S HOW MOS T- POPU L AR I T EMS 3 0 % • S UGG E S T ME NU

for a single-tenant Habit Burger. “We created a competitive bidding pro cess that helped secure a 1031 exchange buyer at 100 percent of the asking price,” says Bill Asher, Hanley Investment Group EVP. “… We expect to see more [quick-service restau rants] with drive-thrus as companies roll out their prototypes across the U.S.” THE APP GENERATION Bluedot asked consumers what they felt was the most improved aspect of the fast-food experi ence since COVID. Fifty-eight percent picked “mobile app ordering,” followed by curbside pickup (44 percent ), web ordering (29 percent ), drive-thru (25 percent ), and offers (21 percent ). The top three least improved areas : Taste, ideal food temperature, and order accuracy. And on the topic of how habits could change going forward, or if more setbacks arise, 34 percent of guests said they’d place additional mobile app orders, trailed by visit the drive-thru more (34 percent ), tap web orders (21 percent ), and use curbside. Of those who still fear for their safety, 52 percent turned to mobile or online ordering. Again, though, the conversation of late has largely shifted toward convenience as the last ing impact. “Removing friction” is a well-worn page in the playbook. But can operators lean on old consumer trade-offs? For instance, is the drive-thru convenient enough for guests to accept mistakes or antiquated technology?

Perhaps, but the leash is tightening. Consumers in the survey listed their inno vation wish list: Designated drive-thru lane for mobile pickup (56 percent ); food kept warm at pickup station (42 percent ); mobile only ordering for fast and easy pickup (27 percent ) ; restau rant automatically checks customer in upon arrival at curbside (27 percent ) ; and ability to text order to restaurant (27 percent ). Guests also expect more frommenuboards. The top features they’d like to see: Shows cur rent order on the screen (55 percent ); highlights deals ( 51 percent ) ; view loyalty points and/ or personalized deals (36 percent ) ; highlights limited-time items (34 percent ); showcases most popular items (30 percent ) ; shares suggested menu items based on previous orders (25 per cent ); and name and usual or most recent order displayed (18 percent ). In addition, 60 percent of respondents increased usage of self-service ordering options in the previous six months, including mobile ordering (48 percent ) , web ordering (22 per cent) , and kiosks inside the store (14 percent ). What’s driving frequency is the same stor yline that f lashed amid COVID—consumers went where friction wasn’t. Six in 10 consum ers, even in 2022, said they downloaded at least one new restaurant app in the last three months. It’s held throughout. February ( 59 percent ) ; September ( 59 percent ) ; February 2021 ( 82 percent ) ; August 2020 ( 63 percent ) ; and April 2020 (51 percent ). According to App Annie, users spent 49 per

I T EMS F ROM PR E V I OU S ORD E R S 2 5 % • NAME AND

U S UA L OR MOS T R EC ENT ORDE R D I S P L AY E D 18 %

ADOBE STOCK / SARAH RYPMA, MENUBOARD ICON: ADOBE STOCK / LINE-ART

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MAY 2022 | QSR | www.qsrmagazine.com