Quick serve restaurants (QSR) do not always have an easy task when it comes to customer experience transformation. This is an industry where continuous innovation is necessary to keep the attention of customers. In many cases, you might be the leader that other industries look to for inspiration and they might want to examine your approach on what works and what does not succeed as part of the QSR experience. While you will ultimately create a great experience for your customers, we have put together some of the foundations that can be reviewed when determining “what is QSR experience” when it comes to your business. These tips can serve as a guide for transforming customer experiences for your company.
What is Customer Experience Transformation?
Customer experience transformation is known as the act of strategically streamlining your marketing, sales and service efforts across all touchpoints within the business. This streamlined approach works to improve the interactions a customer has with your brand on a daily basis.
The main benefits of transforming the customer experience include:
● Improved overall performance & efficiency within your operations
● Higher level of customer retention & satisfaction
Both of these benefits add up to brand growth, greater sales, and higher profitability.
What is the QSR Customer Profile?
QSR Customers Want Everything Within “Easy Reach”
Comfort during the dining experience is crucial for any QSR customer. Since almost anything can be purchased online at any point of the day, digital accessibility is also necessary for quick service restaurants. An online presence is a “must have” for reaching customers where they are located. If you choose to only be a brick and mortar operation, your customer connection depends almost entirely on your physical address. However, if you also have a digital connection, you’re one tap away on their desktop or phone.
Personalization is Important
Each customer wants to be treated as an individual. Order customization is essential in keeping them satisfied. For example, let your customers decide which ingredients they want to remove or add instead of telling them what they are getting. An ingredient filter works wonders for those on a diet or picky eaters.
Options for How They Get Their Food
The last thing customers want is a long waiting time for a casual food order. The reputation of being fast and flexible with delivery options strongly influences their choice. Let them choose between home delivery, curbside pickup or visiting a drive thru.
Real-Time Data
A lack of real-time data for an online food order isn’t compatible with our current fast-moving world. Customers want transparency and order tracking details, so show them they are important to your business by providing this information.
Nurturing & Developing Customer Loyalty
Customers have a wide variety of quick-serve choices which means customer loyalty is a hard thing to achieve. It is also hard to maintain as one bad experience can sour them on your business. Keep your business top of mind with customer engagement practices such as subscription programs, coupons, and promotions that encourage repeat business.
Factors that Play into the Customer Experience
● Health/Safety – Since the pandemic, people want to feel their health and safety needs are being met. If they feel valued by your restaurant, they are more likely to select you as an option and also more likely to return thanks to brand loyalty.
● Convenience – Create convenience and enhance the experience of the QSR customer by implementing technology into your restaurant. Whether it’s an app for people to order in advance or offering curbside pickup, customers love convenience, and this will ensure an enhanced experience.
● Communication – Make sure your indoor and outdoor signage and menu boards are legible and contain accurate information that helps customers make a decision when ordering. The ease of ordering can also lead to an increased purchase amount per check.
● Improved Employee Environment – Making sure the environment and processes of your staff are streamlined and efficient will lead to better customer service. If your employees are properly trained on all of the technology in the restaurant, they will feel confident and provide superior service to your customers.
● Options – Not every customer follows the same path to ordering when they visit your restaurant. Offering different options each time they visit, so they have an experience tailored to their decision-making journey, is an important consideration.
How Print Enhances the QSR Customer Experience Transformation Journey
All of the information shared in this article can also be applied when using print marketing and advertising as one of the channels within your marketing mix:
● Communicate New Offers
● Re-engage with customers who haven’t made a recent purchase
● Personalized content based on their past orders
● In-store signage including window graphics, floor stickers, table tents, and custom packaging
All of these marketing techniques allow you to engage with your customers, transform their experience at every touchpoint, and also increase your sales and overall profitability.
If you are looking for a partner who can insert print into the QSR customer experience, give us a call or send us a request for more details.
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