QSR Mobile Ordering Has Gone Mainstream. Execution Is What Sets Brands Apart.

Mobile ordering is now firmly part of the mainstream restaurant experience, according to the Ipsos 2026 Channel Check-In | QSR Mobile Ordering Experience Study, produced by Ipsos in partnership with The Coca-Cola Company. Drawing on a survey of 1,700 U.S. quick-service restaurant customers and approximately 2,700 mystery shops across 40 leading brands, the study found that 74% of QSR customers have used a restaurant’s mobile app to order ahead. But as digital ordering becomes standard, consumers aren’t necessarily asking for more features. They’re prioritizing the fundamentals: accurate orders, food quality that matches the in-store experience, the right temperature, compelling value, customization, and time savings. 

That puts the competitive advantage increasingly at the intersection of technology and restaurant operations. The study found that digital convenience and value have become baseline expectations, while the strongest brands distinguish themselves by consistently delivering on the experience promised through their apps. Taco Bell earned Best Brand Overall as well as Best Brand for Digital Experience & Value, Panera Bread led in Speed & Pick-Up Execution, and Five Guys topped Food & Beverage Quality. The takeaway for restaurant operators is clear: winning the next phase of mobile ordering may depend less on adding new technology and more on making sure digital tools and frontline execution work seamlessly together. 

Why it matters: 

• A functional mobile ordering experience alone is no longer enough to differentiate a restaurant brand. 

• The customer experience depends on how effectively mobile technology connects with frontline fulfillment. 

• Restaurants that pair digital value with consistent, high-quality execution are best positioned to turn mobile users into repeat customers. 

Learn more here.