Quick Service Restaurants on a mission to reach the hearts and minds of spoiled for choice consumers should recite: omnichannel is the new normal.
Unlike other forms of retail, QSR consumers don’t get to keep what they buy. They order their food, they eat it, and then they are gone. When it comes to standing out from your competitors, a smooth omnichannel customer experience is key.
The in-store experience is the most critical step in the omnichannel customer journey. The physical location offers opportunities for consumer engagement unparalleled in the digital world. The best way for QSRs to guarantee customer loyalty is to provide an amazing in-store experience, followed by continuous interaction through mobile and online channels.
As omnichannel strategies change the way we interact with consumers, quick-service and fast-casual restaurants are facing unique challenges. For example, how to integrate your mobile strategy with in-store and online customer experiences? How to tweak your marketing to lead consumers on a new digital journey that doesn’t end once they leave the store?
As explained in our last blog post, consumer experience is king. Every channel that you use to interact with consumers, including the technology you bring in-store, needs to contribute to the best experience possible. Here are examples of how the best brands in the industry are rocking their omnichannel strategies:Fun and Games at Domino’s Pizza
On-location gamified experience is a great example of how QSR brands, such as Domino’s Pizza are leveraging omnichannel by utilizing mobile phones and digital signage to interact with consumers in-store.
In its busiest location in Holland, Domino’s have placed a large screen and used it to challenge consumers to play a competitive, addicting multiplayer casual game on their mobile phones while waiting for their orders.
Such innovative omnichannel gamified experiences enable QSRs to interact with consumers in a fun and engaging way, reduce perceived waiting times and create new purchase opportunities. But most important of all, such creative solutions create positive in-store consumer experiences and increase brand loyalty.
As this example shows, on-location gamification is a great way to differentiate your brand and create emotional connections with consumers while they play games, win prizes, and engage in positive brand interactions.Starbucks takes a Lyft
Starbucks reward app is a poster child for top omni-channel experiences. Not only do consumers receive a rewards card with every purchase, they can seamlessly and effortlessly check and reload their card via phone, website, in-store, or on the app.
Starbucks rewards program is now advertised on the Lyft platform, meaning that both Lyft drivers and passengers can take a literal customer journey that ends with discounted food and drink. Their customers can also take advantage of a partnership with Spotify that allows them to download music featured in Starbuck locations. They can even change the music that’s being broadcast over the Starbucks PA system using the Spotify app.
Both in-store and on the way to it, Starbucks consumers can be reached over channels that were completely unheard of five years ago. For the coffee giant, these new digital channels are of crucial importance, and a heavy driver of both new customers and customer loyalty.Chipotle and smooth ordering experience
Chipotle takes ordering experience to the next level. The ordering process, for example – waiting in line to place an order is not the only or even the best way for customers to get their food. Many QSRs, such as Chipotle and Panera, now use in-store tablet kiosks where consumers can order food without talking to any wait staff, or utilise “order online, pickup in-store” strategy to reduce waiting times.
It’s online system and mobile ordering app allows you to place an order wherever you are. That is omnichannel at it’s best!
As ordering kiosks, apps and seamless ordering are becoming an industry standard, brands need to get creative to truly win at omnichannel.
That’s where gamification and in-store experiences take centre stage.
McDonalds has created Happy Meal boxes that are turning into virtual reality headsets. The Happy Goggles debut in Sweden shows how competition pushes even the biggest brands to find innovative solutions to create fun and engaging experiences, in-store and beyond.
As a part of cohesive omnichannel strategy, it’s imperative for any QSR to smarten up in-store experiences in order to become a brand that consumers fall in love with. Nearly every innovation currently underway, from industry titans on down, currently revolves around improving the in-store experience for consumers. This includes letting consumers choose to order without talking to service staff, allowing them to bypass long lines to buy and pick up food, enjoy a fun game or even letting them change the in-store soundtrack.
For more information about how on-location gamification can contribute to an omnichannel strategy that focuses on in-store customer engagement click here subscribe to our blog today! /span>