Fast food brands are working on quality and speed in order to provide a better customer experience. That’s the view according to Peter Veash, writing in The Huffington Post this week.
In his article Fast food brands are getting technical to keep customers hungry for more he examines how Domino's Pizza and McDonald's are using digital innovation to speed up processes, and paying more attention to ingredients in order to compete in a crowded marketplace. Customer expectations, evolving with the advent of quality fast-food restaurant chains such as Byron and Leon in the UK, are driving this new focus on simplicity and speed. He also notes opportunities for revenue growth through cross and up-selling through digital tech that gives customers more time and staff less pressure.
In addition he looks at how innovation can create valuable data for businesses and at the increased use of AI and biometrics, like KFC's use of selfies as an ordering mechanism in China.
He ends by stressing the importance of the service as well as the product when it comes to fast food, saying “Digital environments have made it clear to producers that the actual product is only a small part of the equation. It’s all about experience. Staying competitive in an experience-driven fast food sector is all about being either faster than fast or foodier than food. And if you can manage to do both then you’re on to a winner.”
From touchscreen terminals that let you customise and pay for your order to digital signage, the fast food industry is clearly ripe for digital change. With a raft of innovations on the horizon, sooner or later it could be a friendly robot that already knows your order before you’ve even got to the counter.
Peter’s favourite fast food of choice is… salad. His dog Philip’s is anything he can possibly get his greedy little paws on.