Americans can’t get away from fast food. So much, in fact, that 43% would order from a quick service restaurant (QSR) via computer and 30% would order online from their mobile devices, according to a new survey from EMN8.
The EMN8 survey reveals that consumers are accustomed to ordering online and indicated they’d be willing to order fast food online as well.
The national online survey was conducted by Harris Interactive on behalf of EMN8 from February 19-21, 2013, among 2,230 (among whom 1,904 consumed fast food in the past 12 months) U.S. adults aged 18 and older.
Perse Faily, CEO of EMN8, said in a press release that consumers are extremely comfortable ordering goods online and, as generations grow up with mobile technology, “they will increasingly want to engage with their favorite brands through this channel. It is increasingly clear that the food industry as a whole needs to embrace methods of interaction where they are comfortable.”
Faily added: “Through our research, it's clear that QSRs can reach a broader audience by adapting to these desires.”
Ecommerce continues to gain momentum in the QSR industry, the survey shows. While the majority of 18-34 year olds who consumed fast food in the past 12 months ordered in person (81%), this is expected to decline over the next 12 months. Technology is the catalyst for this shift as mobile technology proliferates. Nearly 50% of 18-44 year olds would place an order via a computer in the next 12 months, according to the survey.
Loyalty Programs are “more than desired, they're necessary,” according to the survey.
As marketers gather customer data and insights, loyalty programs have become increasingly important to not just the brand but also the consumer. What's more, the integration of physical and digital with respect to loyalty programs has offered consumers added flexibility when it comes to buying at their favorite places.
Today's branded loyalty or gift cards often include pin data that can automatically sync with a customer's digital rewards program instantaneously -- making the transaction process a more seamless experience.
The survey shows that 42% of respondents whose favorite QSR does not provide all services would like their favorite QSR to use a loyalty/rewards/frequent buyer program that incentivizes them for purchases. What’s more, 77% of those who consumed fast food in the past 12 months would use a stored value card to pay for their purchases if they could receive additional benefits such as loyalty points or extra coupons.
"Everyone from the local neighborhood deli to big brands like Amazon use loyalty programs to increase their customer loyalty -- and ensure repeat customers -- yet we've not seen this in the QSR industry as much despite consumer desire," noted Hope Neiman, Chief Marketing Officer, EMN8. "Loyalty programs are one way to offer incentives that the consumer sees near instantaneously -- and one they continue to want from their favorite brands."
In addition to loyalty programs driving repeat business, 42% of those who consumed fast food in the past 12 months stated that they were more likely to return to a quick service restaurant if their past orders were saved within the ordering system.