QSR May 2022

DIGI TAL TRENDS

higher prices on aggregators (14 percent or sit-down brands ). For a bevy of external reasons, consumers are more cogni zant of fees than in previous years. Per Tillster, the maximum delivery fee the average person was willing to pay in 2021 was $3.90. Pre-COVID, 85 percent of customers said they were willing to spend up to $5. Throughout the pandemic, brands explored free delivery and other lures to drive business when dine-in sagged. As a response, only 44 percent of people in Tillster’s data, a mere two years later, were still willing to pay $5 or more. SPEED AT THE POINT More than a third (37 percent ) of customers in Bluedot’s study added they were placing more mobile orders on restaurant apps than three months ago. And there’s more going on than just price. The No. 1 reason here—nearly one in two said they’d download an app to bypass a long line. Fast and easy to order (52 percent ) ; earn and track loyalty points (49 percent ) ; exclu sive deals or coupons (48 percent ) ; and ease of payment (42 percent ) rounded it out. And to the earlier preference shift, the majority (57 percent ) said they use all, or mostly all, restaurant apps over third-party apps. In terms of whitespace, just like drive-thru, a f lood of traffic surfaced problem areas. Nearly half of consumers said they’d delete an app if their order was cold upon arrival. They’d also do so thanks to limited-menu options (47 per cent ); still have to wait (42 percent ); doesn’t save time (31 percent ); and can’t customize order (36 percent ). Guest satisfaction, in general, boarded a COVID roller coaster. One in two consumers told Bluedot they were most frustrated with orders not ready upon arrival. Also: order was ready but still needed to wait (50 percent ) ; food was cold (47 percent ) ; order was inaccurate (45 percent ) ; and no designated mobile order pickup line (29 percent ). The final point is a lead reason why brands are plotting mul tiple-lane drive-thru designs, order-ahead pickup windows, investing in shelves inside, or working with dual make-lines to split digital and in-store business. This topic saw the largest increase, of 32 percent, Bluedot recorded since polling guests. As it turns out, convenience channels can cause friction in their own ecosystem. Consumers don’t appear to be getting more patient. Ninety percent of diners said four to seven cars in a drive-thru was still too long to wait. That figure was 88 percent in April 2022. Seventy-six percent said they’d either leave or consider doing so if they pulled up and saw that many vehicles. DELIVERY ADJUSTMENTS Respondents across Tillster’s study agreed delivery time was a critical factor after all these months. Forty percent said they’d wait 40 minutes. Anything above that and sentiment rolled off a cliff. Only 21 percent claimed they’d wait 41 minutes or more. The most important counter, according to guests? Restau

rants communicating accurate delivery estimates. Using Shake Shack as an example, it layered in dynamic prep time into a recent app update. Similar to fees, time-based challenges are pushing guests into multiple digital channels—not necessarily away from them and into the restaurant booth. Many consumers who have become convenience loyal are looking for alternatives. Across urban/ rural divides and family sizes, more than 70 percent of Till ster respondents said they’d rather pick food up than wait for a long delivery. The average quick-serve customer today is ordering deliv ery twice each month, Tillster found. At 2.5 orders per month planned in the next three months, we’re looking at a 32 per cent bump from 2019, with a definite rise among middle and older-aged groups. In the next year, 81 percent of respondents will order online for delivery the same amount or more often. Pulling out Gen Z, perhaps the fastest-rising cohort of res taurant guests, nearly 86 percent said they would “probably” or “definitely” order from their favorite fast food or fast casual more often if it offered delivery. They were also more likely than any other age group to order multiple dayparts, includ ing lunch and late-night. Twenty percent said they’d spend $10 or more in delivery fees. WHERE THE DATA TAKES US In Bluedot’s study, three out of four consumers (of every demo graphic ) were willing to share their mobile location for better service. Sixty-nine percent said they’d do so if it meant their order was ready upon arrival. Forty-seven percent were on board if it resulted in a hot meal. Coupons (32 percent ) , and to not miss out on the brand’s latest offerings (21 percent ) , fac tored in as well. One place you can see this in action: More than 50 percent of Panera Bread’s orders today are processed in a fashion that captures data (app, online, kiosk, drive-thru, loyalty at the reg ister). And all indicators suggest customers will keep doing so if the restaurant makes it worth it. What has digital done to tipping? It’s an important question as restaurants battle labor dynamics. The ability to promise higher hourly wages thanks to tipping is one lever many brands are hoping to pull. Employees at fast casual Honeygrow, on average, make about $13–$15, depending on position. Man agers north of that. However, the chain’s 100 percent digital format ( kiosks in-store ) lends itself to tipping more often than not, CEO Justin Rosenberg says. It measures in the ballpark of $1.50 an hour, meaning those same front-line workers can actually gather $16.50, or more. “There’s a lot of places where you can go to a coffee shop and oftentimes I’ve noticed folks, they order, they use their card, and then the cashier will spin the iPad around and then there’s the tipping option,” Rosenberg says. “And I think a lot of times people feel uncomfortable with that. Whereas with the kiosks the way we have it, there’s no pressure.” It’s helped with training, too. “How can Honeygrow make

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MAY 2022 | QSR | www.qsrmagazine.com