Dive Brief:
- Overall customer satisfaction with quick-service restaurants is high, and 4 in 5 consumers say they feel satisfied with their experiences, according to a Qualtrics Instant Insights survey of 25,000 consumers released Thursday.
- QSR customers are particularly happy with people-driven ordering — customers report 85% satisfaction when ordering at the counter and 83% satisfaction at the drive-thru. Satisfaction with kiosks is at 70%, down from 74% at the start of the year.
- Loyalty programs aren’t a great QSR trip driver; the top reasons for visiting a fast-food restaurant had more to do with cravings, treats and convenience. Just 10% of respondents listed earning rewards as a reason to visit.
Dive Insight:
The QSR experience is at its best when it can satisfy customers’ needs immediately, according to Isabelle Zdatny, head of thought leadership at Qualtrics XM Institute.
“Any friction that slows them down, like a confusing kiosk ordering process, gets in the way of that immediate gratification,” Zdatny said in an email. “CX leaders should prioritize meeting this expectation to build customer preference and loyalty.”
People have an important role to play in meeting the need for fast, convenient experiences. Simplified interfaces can improve the kiosk ordering experience, but restaurants should have staff on hand to assist with problems as well, according to Qualtrics.
The counter and drive-thru experiences can be improved through better employee training and technology integration that enhances, rather than replaces, human interaction, according to Qualtrics.
Loyalty programs, while not direct trip builders, can also help improve overall customer experience. The data they collect helps restaurants understand customer purchase patterns and preferences, which companies can use to deliver better experiences.
Cava is one company using loyalty to build relationships with its customers. The company sees its loyalty program as a way of getting customers into its ecosystem, but it focuses on the human element to keep diners coming back.
“A great guest experience at Cava begins with a great team,” Cava co-founder and CEO Brett Schulman said on an earnings call in May. “We remain deeply committed to building a workplace that fosters growth, leadership and long-term career development.”
Correction: This article has been updated to reflect Qualtrics Instant Insights conducted the research.
