QSR apps are being designed with exclusivity in mind
Implications - The accessibility of quick service restaurants usually places them in the opposite category of "exclusivity," however these spaces are beginning to design apps that help them shift this image. By offering apps with features like invitation-only loyalty and unlimited rewards for money spent, QSRs are beginning to understand the need for making visitors feel "special" as a way to shift brand perception into a more exclusive category. This comes as consumers seek to balance cost with lifestyles that are perceived as "elite".
Workshop Question - How can your brand balance affordability and convenience with an exclusive experience?
Trend Themes
1. Hidden Loyalty Program Apps - QSRs shift brand image by creating exclusive loyalty programs available to only their most loyal customers with benefits like free dining experiences and exclusive contests.
2. Advanced Ordering QSR Apps - QSRs offer remote ordering, allowing customers to place their order from their smartphone and skip the line, ultimately increasing convenience.
3. Complimentary Hot Dog Promotions - QSRs are launching promotions to incite customer sign-ups for their rewards apps with exclusive offers, creating a stronger sense of brand loyalty.
Industry Implications
1. QSR Industry - QSRs are evolving their brand image and offerings through mobile apps, loyalty programs, and exclusive promotions to keep pace with discerning customers who value convenience and brand experiences.
2. Mobile App Industry - Companies like Punchh and SessionM partner with restaurants to develop branded loyalty programs, redefining the digital customer experience.
3. Food Delivery Industry - QSRs are expanding food delivery services and hiring more drivers to make the services more efficient and convenient for customers.
