CO-WRITTEN / PARTNER | Staff Reporter, Australia

How QSRs can ride the digital ordering trend

Now more than ever, QSRs are scrambling to keep up with consumers’ changing lifestyles and dining behaviours.

Life for everyone is getting busier and more fast-paced with little time to relish in a good meal or even sit down to eat leisurely. As time increasingly becomes a luxury, QSRs have to innovate in order to capture and be relevant to the demanding yet impatient consumers whenever and wherever they are.

The ubiquity of mobile phones has given rise to consumers wanting to literally have their life at their fingertips. Everyone wants everything to be instantaneous, no one wants to wait in line to get their burger, or even spend more than 10 minutes at a store to grab their lunch.

According to a research by NPD in partnership with Adyen, Australian consumers are ordering more pick-up and delivery, and the trend is gaining momentum as these two segments experienced dynamic growth of 17% combined within 2019.

For QSRs that wish to capitalise on this trend, having a solid infrastructure for digital ordering is key. Data from NPD reveals that Australians’ digital ordering spend significantly grew from $1.1 billion in 2017 to $2.3 billion in 2019. This equates to an increase in traffic share from 3.1% to 6.4% across the same time period.

Moreover, Business Insider Intelligence forecasts that orders placed via smartphone and mobile apps will comprise 11% of QSRs’ sales in 2020, which is equivalent to a whopping $38 billion. These figures clearly demonstrate that QSRs who do not invest in the relevant tech are missing out on a massive opportunity for healthier revenues.

In order to facilitate a fast, frictionless way for consumers to order their food digitally, QSRs need a unified payments platform that enables consumers to pay via their preferred method, via their preferred sales channel (kiosk, counter, app or onlline). Such a platform gives consumers the convenience of having a seamless checkout experience whenever, wherever, and however they want it.

Similarly, such a platform empowers QSRs to have a single view of the customer regardless of which channel they purchase from, thereby enabling them to come up with timely and relevant offers based on the customers’ spending behaviour.

Michel van Aalten, Country Manager for Australia and New Zealand at Adyen, reckons QSRs unlock numerous opportunities by investing in a unified payments platform. “Firstly, QSRs will be able to deliver a consistent customer experience as they utilise the same technology, terminals, and infrastructure across all channels and regions. This leads to better customer service too, as queues and wait times are significantly reduced.

As for benefits in the backend, having all channel and location data in one place allows QSRs to generate deeper insights and drive more tailored marketing campaigns. Lastly, having a single platform to do all this means QSRs only work with one partner and therefore cut down on fees, contracts, and partners and focus on both scalability and customers with one payment solution,” says van Aalten.

To access NPD’s research on fast food in Australia, click here. To know more about the online ordering trend, click here.

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