QSR's Leverage Loyalty Programs to Make Inroads in 2018

Quick service restaurant chains have also remained way ahead when it comes to adopting technology and enabling new technological developments. Growing at a CAGR of 4.2 percent between 2017 and 2022, global quick service market is believed to reach more than $690.80 billion in 2022.

Brands like Starbucks, McDonald’s, Burger King and Domino’s to name a few are continuously working hard to market their brand right in-front of the customers. They are partnering with top delivery players and also working hard on loyalty and rewards to attract new customers as well as retain the old customer base.

“Loyalty programs in top QSR apps were especially prominent in the US, UK, China and Japan in 2018. Loyalty programs incentivize repeat orders and allow for more personalized and relevant offers and notifications to be delivered to each user,” shared a report released by App Annie.

It also mentioned that in the US, McDonald’s and Chick-A-fil leveraged promotional text to market flash deals for consumers — a strategic App Store Optimization (ASO) tactic that, unlike most —such as description, logo and keyword bank updates — does not require a full version update.

Use of Mobile Apps in Promotion

Recently, McDonald’s UK overhauled its app experience, including the launch of McDelivery in partnership with UberEATS, and invested heavily in World Cup 2018 promotions to drive adoption. The efforts paid off and the app shot to #10 by smartphone MAU in July 2018, up 10 ranks year-over-year.

Similarly, Burger King leveraged location-based offers within 600-feet of a McDonald’s to unlock a Whopper for 1 cent through its app in December 2018.

“Mobile offers a treasure trove of data on consumer preferences and can be leveraged for strategic personalized and relevant promotions such as this,” added the report. As these efforts paid off — Burger King hit #1 for daily iPhone downloads of Food and Drink apps in the US on Dec 4, and retained that rank for 9 straight days. “Not to mention, the app hit #2 on Dec 5 for overall downloads. This was a significant jump in performance relative to November 2018,” it further added.

Hence, we can say that quick service restaurants have been growing fast like no other sector as people look out for value for money option, convenient.