How the pandemic changed consumers' buying behaviour, as told by KFC, Domino's and Cinnabon
Ordering times are also becoming more sporadic.
Amidst restrictions due to the pandemic, value for money, familiarity of items, ease and safety are some of the key factors customers are considering now when buying, executives explain to QSR Media in separate interviews.
“In uncertain times, customers prefer to eat what is familiar and safe. Our core products and drinks are still selling well,” said Fritz Meyer, KFC SOPAC’s chief food innovation and technical officer.
The fried chicken chain’s restaurants remain open for takeaway, delivery and drive-thru, but observed that customers have pivoted to larger meals or buying in bulk whilst being price-conscious.
“Customers are tending to buy for groups and families more,” he added. Fritz said they will continue to work on food-related innovations as restrictions start to ease.
“As things return to the “New Normal” customers will be looking to try something new and we are preparing ourselves for that time. Our KFC offerings will always be relevant, easy and distinctive,” he said.
Domino’s, which has been investing in zero-contact operations, observed a “material shift” to food delivery with fewer customers using physical cash notes as a mode payment.
“[A]nd many are ordering at different times, on different days, or from different stores than their usual order,” a spokesperson for the pizza chain observed. “Despite these changes, we are confident more remains the same. Customers still enjoy value and convenience; a hot, fresh meal prepared fast and delivered safely.”
For The Bansal Group, the operator of Cinnabon’s and Carl’s Jr. in the country, value for money doesn’t mean less quality.
“Customers are looking for good tasty food. Value for money will always stay in [the] QSR [industry],” co-owner Gaurav Bansal explained, adding that their customers patronise Carl’s Jr. 's differentiated offerings.
“We have seen the same trend in Cinnabon. We started home deliveries during COVID-19 and we have served over 3,000 people in four weeks, which is amazing. Overall, customers will spend money on quality offering with flavour [after the pandemic]. Food safety should be the highest priority for all QSR businesses,” he added.
