Restaurant Trends: A Dive Into Emerging Experiences 2024

The Quick-Service Restaurant (QSR) industry is constantly evolving. Among all the trends influencing how restaurants operate, digital ordering cannot be ignored. 

By 2025, sales from digital channels will account for 60% to 70% of total revenue among the top QSR chains. No wonder brands are significantly investing in improvements to support digital experiences, such as mobile kiosks, double drive-thru, innovative kitchens, walk-up windows, and more.

On the other hand, it’s no secret that customers want convenience and personalized experiences, and digital ordering can deliver just that.

From the customer’s perspective, guests can take their time navigating the digital menus, choosing add-ons, placing orders with their own devices, and picking them up at their convenience.

From the brands' point of view, digital ordering can lead to increased customer loyalty, drive larger check sizes, and improve the performance of other important metrics such as order accuracy and speed.

So, how are the top QSR brands implementing technological advancements like digital ordering across multiple locations? And, what is their impact on guest experiences and operational efficiency?

To understand this hot restaurant industry trend, we've explored the world of QSRs and examined 10 top chains to compare their innovation locations to their legacy ones. 

We focused on all the major KPIs that matter, like speed, order accuracy, quality, and satisfaction. 

Want to know what we found? Keep reading to find out!

4 Restaurant Industry Trends to Watch Out

We performed 900 visits at 10 top QSR chains: Burger King, Shake Shack, Taco Bell, Chipotle, Panera, Wendy’s, Jack in the Box, Checkers & Rally’s, Whataburger, and Zaxby’s.

The shoppers visited three restaurants for each brand, including one innovation and two legacy locations, and evaluated four different experiences.

1. In-store kiosk ordering.
2. Mobile ordering for drive-thru pickup.
3. Mobile order for pickup at a window or locker.
4. Drive-thru experience at a new prototype experience.

Let's dive into these 4 restaurant experiences.

In-Store Kiosk Ordering

It's no secret that many QSR brands are adopting kiosks to enhance the customer experience. Shake Shack, Burger King, Firehouse Subs, and Taco Bell are just a few examples of brands investing in this new technology. 

With kiosks, customers can quickly browse the menu, customize their orders, and pay within minutes. At the same time, brands can feature products, limited-time offers (LTOs), and loyalty programs, getting some control over the self-serve experience they provide.

We analyzed the kiosk experience of Shake Shack and Burger King locations and found that the convenience provided by kiosks plays a crucial role in customer satisfaction. The mystery shopping scores were higher for the kiosk experience compared to the traditional ordering one. 

However, orders placed directly with an employee at the counter were, on average, almost one minute faster than orders placed at a kiosk.

Want to see the detailed performance metrics for Burger King Sizzle and Shake Shack?

Mobile Order For Drive-Thru Pickup

Many quick-service restaurants have recognized the crucial role of drive-thrus in their customer experience. A recent survey found that nearly half of Americans would avoid stores without a drive-thru. 

Brands are well aware of the importance of drive-thru facilities and are increasingly investing in digitizing and redesigning them, including creating dedicated pickup lanes for online ordering.

For the Mobile Order for Drive-Thru Pickup experience, we analyzed the guest experiences at Taco Bell, Chipotle, and Panera.

The data revealed that innovation positively affects customer satisfaction, with a 5% higher satisfaction rate reported for the tech-innovated experiences compared to the legacy ones.

Curious to know how Taco Bell Go Mobile, Panera Next Gen and Chipotlane Digital Kitchen performed?

Drive-Thru Order at New Prototype

With the ever-increasing demand for quick service and convenient food options, drive-thru efficiency and speed are critical factors in maintaining customer satisfaction and profitability. 

In fact, for many leading QSRs, drive-thru sales generate over 70% of their revenue. 

This study examined the drive-thru innovation experiences at Wendy's, Jack in the Box, and Checkers & Rally's.

All three brands received a perfect score when customers were asked if their interactions with the speaker were clear and understandable. This shows that investing in technology delivers clarity for guests and enhances their experience.

Interestingly, data shows that the overall satisfaction was higher in the legacy locations. 

This shows that technology is just one aspect of the experience. Ensuring guests receive a fast, frictionless, and pleasant experience is what will keep them coming back.

Curious to know how Taco Bell Go Mobile, Panera Next Gen and Chipotlane Digital Kitchen performed?

Mobile Order for Pickup at Locker/Window

Did you know that almost half of all restaurant customers prefer to pick up their food themselves rather than get it delivered? 

The reasons behind this customer preference may be due to various factors, including:

1. The high costs of living, including food and groceries.
2. High third-party delivery fees.
3. The convenience of getting the food without waiting for long delivery times.

That is why lockers and pickup windows are becoming increasingly popular. They allow guests to grab their food and leave the establishment quickly without the extra delivery costs. 

For restaurants, it streamlines the entire pickup process and eliminates extra foot traffic inside the restaurant attributed to this growing channel.

We analyzed Zaxby's and Whataburger in this experience, and data shows that customers at innovation locations were more satisfied with the streamlined, low-interaction pickup process.

The result? A 9% higher satisfaction with the pickup experience and a 7% higher overall satisfaction compared to legacy experiences. 

Want to know how Zaxby’s and Whataburger Digital Kitchen performed in all other restaurant KPIs?

Navigating the Future of Restaurant Industry Trends

The landscape of Quick-Service Restaurant (QSR) brands is transforming rapidly, driven by innovation and customers' preferences for personalization and convenience. 

“The data suggests that customers have a preference for innovative experiences. As growth in these digital channels continues to surge, creating consistency across the various customer engagement points will be critical for success. The brands that measure, learn, and pivot quickly will ultimately come out on top.”  - Laura Livers, Chief Revenue Officer at Intouch Insight.

The landscape of Quick-Service Restaurant (QSR) brands is transforming rapidly, driven by innovation and customers' preferences for personalization and convenience. 

Ultimately, the future of QSR lies in the hands of those brands that can leverage the power of technology and innovation to provide exceptional customer experiences. 

By staying tuned to evolving preferences and adapting fast to market dynamics, these brands will not only survive but also thrive in the ever-changing world of quick-service restaurants. 

Intouch Insight assists brands in measuring whether their investments in customer experience and innovation are paying off. As a result, decision-makers can identify benchmark best-performing locations, areas that need improvement, and uncover new customer preferences and restaurant trends.

Ready to dive deeper into the future of restaurants?