Quick service restaurants have undergone many challenges in the past few years, and operators continue to face difficulties with the changing economy and audience interests. While most have returned to pre-pandemic operations, that does not mean everything is smooth sailing from here on. As 2024 begins, American QSR brands may need to adopt new strategies to increase brand loyalty, revenue, and customer satisfaction.
All the beneficial changes focus on three main emerging trends that point to slightly different interests of quick service restaurant diners. These include a heightened interest in saving money, sustainability, and convenience. Of course, these types of dining establishments have always focused on lower general price points than other options in the restaurant industry, and convenience is a cornerstone of the quick service ideal. Now is the time to push harder in these directions and come up with unique solutions that work.
Focus on the Price Advantages You Offer
As many people who frequently dine at quick service restaurants become affected by struggling economic realities, they look for discounts, special deals, and loyalty rewards as a reason to visit your chain. You cannot simply drop all your prices and risk profits in times like these. Instead, lean into deals, specials, and strategies that attract different customer types for a variety of reasons.
This process starts with gathering data about which demographics and psychographics buy what products, when, and how often. Consider bundle deals to upsell your top earners. Focus on the total purchase rather than profit margins of individual products. Also, look into ways to make your QSR offers more attractive than the grocery store.
Sustainability Matters: Push for Customer Values
Most franchise owners cannot make sweeping changes to things like materials used or restaurant design on their own. This does not suggest that you should completely overhaul the eatery to be 100% eco-friendly or ultra-modern in a bid for increase sustainability. However, it is important to note that many consumers want to support businesses that take these types of steps. Know your audience. Then, adopt technology, practices, and support initiatives that align with their interests and values.
Remember that quick service restaurant advertising is about more than just offering good food at low prices. It is about creating a brand that people feel comfortable giving their money to. Consider more community-building marketing styles and stronger social presence in 2024.
Streamline and Simplify with Surgical Accuracy
Finally, efficiency and convenience must become a main focus now and for the future. Not only does streamlining your processes help you make helping customers easier, but it can also speed up the overall diner experience and help reduce errors. Consumers want speed, but they do not want to give up accuracy to get it.
One of the top ways that American QSR businesses are doing this is through the inclusion of more digital access and technology. Make sure your restaurant’s app is up-to-date and fully functional. Let people order from the parking lot and pick up at the drive-in window with ease. Introduce QR codes for table menu viewing. Always give options that put diners in more control of their experience. This simplifies things for you and engages the customer in your brand more effectively.
Quick service restaurants have gone through considerable upheaval in the past several years. As things continue to normalize in the industry, 2024 still introduces more challenges that require careful attention. Affordability, value for cost, sustainability, and a more streamlined, efficient, and accurate experience are all essential targets for your success.
