QSR May 2023

SPECIAL REPORT

formed at each of the 10 brands: Chipotle, QDOBA, Five Guys, Shake Shack, Panda Express, Noodles & Company, Panera Bread, Jersey Mike’s, McAlister’s Deli, and Chicken Salad Chick. Half at lunch and half at dinner. “As brands experiment with different operational models to support the growth in mobile orders, those who effectively mea sure the impacts of these changes and make decisions based on data will be the ones who will ultimately outperform their com petition,” Beckett says. What jumped out to Fox from the report was that having a high level of satisfaction with the pickup experience, which more than anything else means the order is ready when the guest arrives, proved by far the most important thing to get right. The top-two box score for overall satisfaction was 96 percent when the guest rated the pickup experience as a 5. “This makes complete sense to me, given that when people place a digital order for pickup, saving time is likely at the top of the list of benefits they hoped to enjoy by using that channel of trade,” he says. “Other types of issues with the transaction [like issues when placing the order] can usually be mitigated. If the order isn’t ready, the primary benefit has been lost.” That was evident. For those highly satisfied, the order was typically ready well in advance of the promised time.” Hav ing the customer wait an even short amount of time after their arrival erodes the experience in a meaningful way,” Fox says. “There is little margin for error.”

“This reinforces a point I have made for many years with our operators at Firehouse: If you are going to prioritize production, digital orders being picked up by the guest must be at the top of the list,” he adds. “With all other type of transac tions, you have an opportunity to make up for slow[er] service. It can feel awkward when a customer who has ordered at the counter is staring you in the face wonder ing why you aren’t working on their order when no one else is present in the restau rant. But we need to find a way to avoid that pressure, prioritize wisely, and be situationally aware of the need to smooth things over with the in-restaurant customer. Easier said than done, but something we have to strive for.” Beckett echoed Fox’s points. Understanding what levers can be pulled to drive increased customer satisfaction will be critical as the competition continues to heat up, not just in the fast-casual arena, but across all restaurant categories, she notes. “It’s not just technology that impacts the level of satisfaction with the mobile ordering experience,” Beckett says. “Simple things can have a big impact.” ALL ORDERS WERE PLACED ONLINE DIRECT WITH THE BRAND FOR PICKUP IN-STORE.

Danny Klein is the editorial director of QSR and FSR . He can be reached at dklein@wtwhmedia.com .

>ORDER AHEAD EXPERIENCE

Satisfaction with pick-up experience is:

12 % HIGHER when there is signage indicating where a

8 % HIGHER when there is a designated pickup areafor

customer should go to pick up their order upon entering the restaurant

11 % HIGHER when there is a required interaction as part of the pick-up process

digital orders

When there was required interaction with an employee upon arrival, shoppers perceived grabbing another order by mistake to be 49 percent harder .

Ease of adding items to cart was 3 percent higher for those who used the app .

ONLINE ORDERS PICK UP’ SIGN: ADOBE STOCK /WALLPAPER , ONLINE PICKUP SIGN: ADOBE STOCK / JDOMS, ADD TO CART GRAPHIC: ADOBE STOCK / LEIGH PRATHER, ISOMETRIC FOOD ORDERING WITH MOBILE: ADOBE STOCK / FECTOPUS, TAKE-AND-GO WINDOW: ADOBE STOCK /VADIM PASTUH

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MAY 2023 | QSR | www.qsrmagazine.com