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Restaurant Readiness Index - December 2018
Restaurant Readiness Index - December 2018
Restaurant Readiness Index - December 2018
DECEMBER 2018
80%
Approximate share of both
customers and managers who have
a positive view of loyalty programs
88% 97%
Share of customers who
said features that ensure
Share of small
QSR managers who
36%
the accuracy of their are satisfied with Share of QSR chains that
orders will encourage in-store pickup at have implemented kitchen
them to return to a QSR the same location automation systems (KAS)
3% 52%
Portion of small QSR chains that
Portion of QSR managers don’t want to implement KAS
who say self-service kiosk is the most because they’re satisfied
common method for placing orders with their current operations
2
ACKNOWLEDGMENT
The Restaurant Readiness Index™ was done in collaboration with Bypass and Bank of America Merchant Services, and PYMNTS is grateful for their support
and insights. Bank of America Merchant Services was not involved in the selection or research of any merchants in this study. PYMNTS.com retains full
editorial control over the findings presented, as well as the methodology and data analysis.
TABLE OF CONTENTS
Key findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Matters of size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
QSR APP
EXPERIENCES
EXECUTIVE SUMMARY
K
now thy customer. If there were a Ten
Commandments for business success, this
adage might top the list. But what happens
when business owners don’t know their customers
as well as they think they do?
EXECUTIVE SUMMARY
most common reason managers don’t like features 42 percent and 31 percent of medium and small
like self-service kiosks and online ordering is that chains, respectively. Additionally, we will take a
they believe customers don’t like them — which is closer look at loyalty programs, which stand out as
contrary to customers’ own sentiments. services that are popular with both customers and
managers.
Despite this divide, there are areas where managers'
and customers' perspectives converge. Around 90 Finally, in this report’s Deep Dive, we look at the
percent of both groups report positive experiences adoption of technology behind the counter: kitchen
when paying with credit cards, and nearly 80 percent automation systems (KAS), which allow tablets
of both groups like loyalty programs, which we will to display orders to kitchen staff in real time,
examine in greater depth. This suggests that if pain among other things. As with many aspects of QSR
points can be addressed, QSR innovation could innovation, KAS adoption varies greatly between
reward managers and customers alike. chains and QSRs of different sizes. When compared
to small chains, large chains are more likely to have
In this report, we also examine how the size of a implemented KAS and view it as important to their
QSR chain — how many locations it has — relates to success. In the case of Burger King, 64 percent of
its adoption of new technology. Larger chains, such its locations have the technology, making it the
as McDonald’s, are more likely than smaller ones to leader in this area by far. In contrast, Wendy’s has
have in-store kiosks: 21 percent of large ones have adopted KAS at only 21 percent of its outlets.
them versus 5 percent of small ones. Large chains
are also more likely to have QSR-based mobile apps: For these and other insights into the state of QSR
65 percent of large chains have them, compared to innovation, it’s “order up.”
T
wo main motives drive QSR managers
to employ new innovations at their
establishments: speed and improving their
customers’ experiences. More than 70 percent of
QSR managers view these as primary benefits of
implementing technology, followed by convenience
and reduced order errors.
FIGURE 1:
HOW NEW INNOVATIONS APPEAL TO QSRs
Percentage of managers citing various incentives
BOOST SPEED
77.4% 7900000000
ADD CONVENIENCE
62.4% 7000000000
PREVENT FRAUD
22.6% 4600000000
Yet these are the features that will lead many 88.1% 1700000000
77.1% 1100000000
DRIVE-THROUGH PICKUP
65.3% 4000000000
84.3% 0800000000
80.3%
ONLINE/APP ORDERING
64.5% 3600000000
83.6% 1200000000
WALLET ACCEPTANCE
50.8% 6000000000
79.5% 1500000000
170
SELF-SERVICE KIOSKS
29.5% 4000000000
73.9% 0800000000
FIGURE 3:
NEW INNOVATIONS' EFFECTS ON
FUTURE SUCCESS
Gap between managers' and customers'
perceptions, by percentage
SELF-SERVICE KIOSKS
44.4% 7900000000
CURBSIDE PICKUP
44.1% 7200000000
WALLET ACCEPTANCE
32.2% 7000000000
LOYALTY PROGRAMS
32.0% 6400000000
ONLINE/APP ORDERING
19.1% 6100000000
DRIVE-THROUGH PICKUP
19.1% 5500000000
AUTO-UPDATED MENU
10.3% 7900000000
W
hen it comes to the ordering FIGURE 4:
methods that are most satisfying to SATISFACTION AND ORDER METHODS
Percentage of managers versus customers who
customers, managers tend to have
positively view certain ordering systems
an old-school outlook. More than 90 percent
of them view the counter and drive-through as WITH EMPLOYEE IN-STORE
satisfying and positive, while they have much 96.6% 6000000000
82.5%
less enthusiasm for in-store kiosks and apps,
1700000000
which only 62.5 percent and 65.0 percent of WITH DRIVE-THROUGH EMPLOYEE
managers, respectively, view positively. 91.1% 5300000000
78.2% 1500000000
managers’ perceptions.
VIA THIRD-PARTY APP
53.9% 6000000000
85.7% 1700000000
FIGURE 5:
PERCEIVED MOST-COMMON
ORDERING METHOD
44.5%
For managers versus customers
25.6% 1700000000
44.5% 1500000000
AT DRIVE-THROUGH KIOSK
2.8% 5400000000
13.0% 1100000000
6.2% 0800000000
AT KIOSK IN-STORE
1.8% 3600000000
TABLE 1:
REASONS MANAGERS VALUE DIFFERENT ORDERING METHODS
Percentage of QSR managers who prefer ordering methods, by reason
REASONS
NUMBER
Customers' Complete Reduce Save Easy to
preference order quickly costs time place order
ORDERING METHODS
Via QSR's mobile app 132 28.8% 20.5% 12.1% 25.8% 12.9%
FIGURE 6:
POSITIVE EXPERIENCE WITH
PAYMENT METHOD
92.8%
Managers versus customers
DEBIT CARD
92.8% 6000000000
81.6% 1700000000
79.6% 1500000000
72.2% 1100000000
77.8% 0800000000
AMAZON PAY
75.0% 3600000000
The digital divide between managers and 50.0% 1200000000
100.0% 1100000000
90.9% 0800000000
FIGURE 7:
PAYMENT METHOD USE AND SATISFACTION GAP
Percentage difference between managers' and customers' expectations
40%
35.1%
30% 28.4%
24.0%
20%
10%
1.4% 1.5%
DEBIT CREDIT GIFT QSR APPLE GOOGLE AMAZON SAMSUNG QSR THIRD-PARTY
CASH
CARD CARD CARD APP PAY PAY PAY PAY PREPAID CARD APP
-6.3% -10%
-16.1% -20%
-25.0%
-30%
-40%
FIGURE 8:
MOST SATISFYING PAYMENT METHODS
Percentages as reported by managers versus customers
APPLE PAY
1.3% 360 0 0 0 QSR managers
1.7% 1900000000
QSR customers
46.0% 1200000000
Although customers who use mobile payments are overwhelmingly satisfied with them, it must be noted
that QSRs' use of them remains very limited — customers and managers largely agree on this. More than 40
percent of QSRs take mobile payments, with Apple Pay being the most commonly accepted, but less than
2 percent of QSR customers actually use them. In total, customers' mobile payment use at QSRs is only
5.5 percent. This mirrors trends in the larger retail world. Despite their hype and promise, mobile payments
have yet to gain traction in the U.S.1
This partly explains the relatively sour view QSR managers have of digital payments. They often feel that
digital payments are too complicated to process and that completing the transaction takes too long.
1
Webster, Karen. 2018: The year of the mobile wallet reset. PYMNTS.com. 2018. https://www.pymnts.com/news/mobile-commerce/2018/checkout-friction-mobile-wallet-
adoption-digital-identity-authentication/. Accessed December 2018.
TABLE 2:
REASONS MANAGERS DISLIKE CERTAIN PAYMENT METHODS
Percentage of QSR managers who were disatisfied with payment methods, by reason
REASONS
NUMBER
Too complicated Too long Dislike the Cost is Transaction takes
to process to complete method too high too long
PAYMENT METHODS
Third-party app 0 — — — — —
Keeping consistent with the larger pattern, managers underestimate their customers’ appetites for payment
method innovation. When explaining what appeals to them about mobile payments, fewer than half of
managers cite customer preferences. As we have seen, however, a far greater proportion of customers view
these payment methods positively.
TABLE 3:
REASONS MANAGERS LIKE CERTAIN PAYMENT METHODS
Percentage of QSR managers who were satisfied with payment methods, by reason
REASONS
NUMBER
Customers' Complete Reduce Save Easy to
preference order quickly costs time place order
PAYMENT METHODS
At the order pickup stage of the QSR experience, there is greater consensus between managers and their
patrons. Of course, this area is somewhat less amenable to digital innovation than ordering and paying.
Approximately 85 percent of both customers and managers view in-store and drive-through pickups as the
most common ways to receive orders.
FIGURE 9:
MOST COMMON METHOD FOR
PICKING UP ORDERS
Out of all methods, Managers versus customers
31.3%
IN-STORE AT THE
1500000000
1700000000
1100000000
FIGURE 10:
POSITIVE EXPERIENCE WITH DIFFERENT
METHODS OF ORDER PICKUP
Managers versus customers
imposed on them.
QSR managers QSR customers
FIGURE 11:
ORDER PICKUP METHODS' USE AND SATISFACTION GAP
Percentage difference between managers and customers
25%
20%
15% 14.2%
10%
5%
0.7% 1.6%
3.4%
IN-STORE, IN-STORE
DRIVE-THROUGH CURBSIDE PICKUP
SAME LOCATION FAST PICKUP
-0.3%
-5%
-8.4% -10%
-15%
-14.2%
-20%
-21.6%
-25%
MATTERS OF SIZE
O
ne of the central findings of our earlier FIGURE 12:
research is that QSR innovation varies AVAILABILITY OF ORDERING METHODS,
BY QSR SIZE
across the U.S. The availability of
Percentage of most preferred ordering methods
certain features, like self-service kiosks, differs
considerably between geographic locations, WITH EMPLOYEE IN-STORE
and even within restaurant chains. In this 92.2% 6000000000
80.6%
report, we’re taking a closer look at how the
2800000000
88.1% 1700000000
67.7% 3300000000
30.7%
wide as one might expect, despite the fact that
1700000000
53.5% 1100000000
63.4% 2100000000
23.7% 1900000000
31.7% 1200000000
AT KIOSK IN-STORE
20.9% 6000000000
9.7% 2800000000
5.0% 1700000000
AT DRIVE-THROUGH KIOSK
5.8% 5300000000
8.6% 3300000000
4.0% 1500000000
MATTERS OF SIZE
In other areas, smaller chains defy this pattern. In the case of third-party apps, a slightly greater number
of small chains offer them than large ones (32 percent versus 30 percent). This likely reflects the fact that
smaller chains are less apt to build their own apps, while also suggesting that third-party developers could
be helping smaller chains stay technologically relevant.
Moving to payment methods, a similar pattern prevails. When it comes to mobile wallets, Apple Pay is now
accepted at nearly 60 percent of large chains, compared to 41 percent and 26 percent of medium and small
chains, respectively. Using a third-party app for payment, on the other hand, is accepted to a slightly greater
degree at small chains. Cash and cards are widely accepted at chains of all sizes.
FIGURE 13:
PAYMENT METHOD ACCEPTANCE BY QSR CHAIN SIZE
By percentage
QSR APP
49.0% 3600000000 Large QSR Medium QSR Small QSR
31.2% 1900000000
21.8% 1200000000
MATTERS OF SIZE
FIGURE 14:
MOST-COMMON ORDER PICKUP OPTIONS
By QSR chain size
51.6% 2800000000
66.3% 1700000000
DRIVE-THROUGH
40.3% 5300000000
26.9% 3300000000
17.8% 1500000000
10.8% 2000000000
8.9% 1700000000
QSR DELIVERY
3.4% 5400000000
7.5% 1700000000
4.0% 1100000000
CURBSIDE PICKUP
0.5% 40 0 0 0 0
2.2% 2100000000
1.0% 080 0 0 0
THIRD-PARTY DELIVERY
0.5% 360 0 0 0
0.0% 190
2.0% 1200000000
MATTERS OF SIZE
FIGURE 15:
SATISFACTION WITH DIFFERENT
PICKUP METHODS
96.7%
Small QSR managers versus customers
94.2% 1700000000
77.8% 1500000000
71.4% 1100000000
FIGURE 16:
SATISFACTION WITH DIFFERENT
PICKUP METHODS
Large QSR managers versus customers
THE PROMISE OF
LOYALTY PROGRAMS
L
oyalty programs provide common ground between customers and managers: Nearly 80 percent of
both groups report having positive experiences with them. According to our previous research, loyalty
programs are compelling incentives for customers to increase their visits to QSRs.
But, as is the case with other innovations, the degree to which loyalty programs are offered and used varies
considerably, and they are especially dependent upon chains' sizes. Smaller brands are more likely to offer
loyalty programs than larger ones, although large percentages of both small and large brands — 40 percent
and 46 percent, respectively — don’t offer them.
Third-party loyalty programs, such as those offered by LevelUp and Square, have made limited inroads
at this stage. As with third-party ordering apps, loyalty services like these are considerably more likely to
FIGURE 17:
TYPES OF LOYALTY PROGRAMS OFFERED
BY QSRs
Large versus small QSRs
NO LOYALTY PROGRAM
40.0% 6000000000
45.5% 1700000000
36.1% 1500000000
IN-STORE ONLY
8.0% 4500000000
4.5% 1700000000
7.4% 1100000000
ONLINE ONLY
3.0% 4000000000
5.0% 0800000000
1.5% 1200000000
FIGURE 18:
GAP IN QSRs' EXPERIENCE WITH LOYALTY PROGRAMS
Large versus small QSRs
10%
5.6%
5%
1.9%
0.4%
IN-STORE, IN-STORE
DRIVE-THROUGH
SAME LOCATION FAST PICKUP
-2.3%
-1.6%
-4.0% -5%
-10%
FIGURE 19:
CHALLENGES OF LOYALTY PROGRAMS
LISTED BY QSRS
Large versus small QSRs
HURTS PROFITS
From managers’ perspectives, costs and 30.5% 6000000000
35.2% 1700000000
22.2% 1500000000
21.3% 1700000000
20.4%
All of this suggests that managers would be
1100000000
12.0%
customers and the wealth of customer data
0800000000
8.3% 1200000000
Deep Dive:
KITCHEN
AUTOMATION
SYSTEMS
S
o far, our discussion of digital innovation at QSRs has centered on customer-facing services, such
as self-service kiosks and mobile apps. But the heart of any restaurant is, of course, the kitchen —
and technology offers much promise in this realm.
KAS streamline the order-fulfillment process by, among other things, providing a kitchen display that shows
orders on a mobile tablet or other device. We examined the degree to which QSRs have adopted these
systems, impediments to adoption and managers’ attitudes toward them. When compared to other digital
innovations, KAS already have a significant presence at restaurants. More than one-third of QSRs already
have KAS, and another 16 percent are very or extremely interested in investing in them.
FIGURE 20:
QSRs' INTEREST LEVELS IN KAS INVESTMENT
By percentage
ALREADY IMPLEMENTED
36.0% 7900000000
EXTREMELY INTERESTED
8.3% 7200000000
VERY INTERESTED
7.3% 7000000000
SOMEWHAT INTERESTED
10.3% 6400000000
SLIGHTLY INTERESTED
10.5% 6100000000
DEEP DIVE
by chain and size. Burger King wears the KAS 6.8% 6400000000
DEEP DIVE
TABLE 4:
QSR CHAINS' INTEREST IN IMPLEMENTING KAS
Percentage of QSR chains' interest, by levels
INTEREST
NUMBER
Already Extremely Somewhat Slightly Not at all
Very interested
implemented interested interested interested interested
success. Large chains are also more likely than 39.3% 1700000000
smaller ones to have implemented the systems EXTREMELY, VERY OR ALREADY IMPLEMENTED
or be very interested in doing so. 47.5% 5300000000
48.4% 3300000000
54.9% 1500000000
Different-sized QSR chains tend to perceive
different benefits to implementing KAS.
Large QSR Medium QSR Small QSR
Reducing order time is a priority for QSRs of
all sizes when it comes to integrating kitchen
automation, but smaller chains view avoiding
human error as a much greater benefit than
their larger counterparts.
DEEP DIVE
FIGURE 23:
REASONS FOR IMPLEMENTING KAS
Percentage by QSR chain size
44.4% 2800000000
32.7% 1700000000
31.1% 3300000000
35.4% 1500000000
8.9% 2000000000
16.8% 1700000000
LOWERS COSTS
4.2% 5400000000
11.1% 1700000000
6.2% 1100000000
2.2% 2100000000
3.5% 0800000000
2.2% 1900000000
3.5% 1200000000
OTHER
2.1% 6000000000
0.0% 280
1.8% 1700000000
DEEP DIVE
FIGURE 24:
TOP REASONS QSRs ARE AVOIDING
KAS IMPLEMENTATION
51.9%
Percentage by QSR chain size
37.0% 2800000000
of large QSRs
37.6% 1700000000
TOO EXPENSIVE
are satisfied 28.8%
43.5%
5300000000
3300000000
2.2% 2000000000
14.0% 1700000000
10.9% 1700000000
4.3% 1100000000
2.2%
true for mid-sized chains — more than 43
2100000000
6.5% 0800000000
4.3% 1900000000
CONCLUSION
I
nnovation has long been the secret sauce of the QSR sector. After all, technology
and efficiency are what allowed McDonald’s to grow from a single outlet to a global
behemoth. Today, QSR managers face a whole new generation of digital innovations,
from self-service kiosks to menus that update automatically. Implementation of these
features, however, has proceeded slowly across the U.S., likely due to the fact that
customers have a greater appetite for these technologies than managers realize.
Customers are more enthusiastic than managers for nearly the whole gamut of new
services and technologies. Nearly 92 percent of them who use apps for ordering consider
it a positive experience, while only 65 percent of managers do. Managers underestimate
customers’ satisfaction with mobile apps — both QSR-based and third party — by 26.9
percent to 31.8 percent.
Additionally, the adoption of new technologies is related to the size of a restaurant chain.
Larger chains are more likely than smaller ones to have in-store kiosks, and they’re also
more likely to offer their own mobile apps. Smaller QSRs, meanwhile, are more likely to
rely on third-party apps, like Grubhub, that are helping them bridge the technology divide
between themselves and larger chains.
This size dynamic also comes into play with technology behind the counter, specifically
for KAS. Larger chains are more likely than smaller ones to have implemented KAS and
view them as important to their success, while more than half of small QSRs that aren’t
interested in KAS say they’re satisfied with their current operations.
Despite the divide between managers and customers, there are areas where the two
groups come together. Loyalty programs, for instance, are very popular with both groups,
and the same can be said about credit card payments. Large majorities of both groups
like seasonally updated menus and technologies that improve order accuracy and enable
customers to avoid waiting lines. We must also keep in mind the fundamental motivation
that unites QSR proprietors and patrons: speed. Faster orders mean greater profits for the
former and more convenience for the latter.
New technologies always come with their share of challenges and resistance, especially
when it comes to habits involving dining and eating out. What PYMNTS’ research shows is
that QSR customers have a much greater appetite for innovation than restaurant owners
may realize. As the industry grows ever more competitive, with younger generations hungry
for greater variety, convenience and technology-enhanced experiences, this is a lesson
that owners and managers would be wise to heed.
METHODOLOGY
R
estaurant Readiness Survey — Managers is This survey focuses on the view of QSRs, the
the second survey made for Bypass Mobile market's managers, and compares their vision with
to look up into the QSR market. Our first customers' to ascertain where their preferences
survey researched customers' perspectives on meet and where they diverge.
the market, what they value and how their outlook
could evolve.
METHODOLOGY
SUMMARY
There were originally 3,507 responses to this
survey, but we were very selective in terms of which
Total survey respondents
data qualified for this research. Only 11 percent of 3,507
those who completed the survey were qualified, Did not manage/own a QSR
leaving only 400 responses for this analysis. To 1,614
qualify, respondents had to either manage or own a Worked for more than one location*
835
QSR, work there for more than 30 hours a week and
Worked for less than 30 hours each week*
have at least one year of experience working at that 199
particular QSR. Worked as a QSR manager for less than a year*
395
One of the main goals of this report was to see if the
responses supplied by managers were consistent
with customers' perceptions of the QSR market. Number of completed responses
563
Did managers’ and customers' visions align, or was
Did not qualify as QSRs
there a discrepancy? To this end, information was 163
gathered from almost 100 different QSR chains. Final complete responses
400
Just 18.8 percent of the sample were McDonald’s
managers, while 20.5 percent of our sample
consisted of responses from managers or owners
of small QSRs with two or fewer locations.
*Note: Respondents could be disqualified for more than one of these reasons.
METHODOLOGY
SUBWAY HARDEE'S
5.0% 7000000000 1.5% 70 0 0 0 0
ARBY'S BASKIN-ROBBINS
3.3% 4600000000 0.8% 460 0 0 0
ABOUT
The PYMNTS.com Restaurant Readiness Index™, in collaboration with Bypass and Bank of America Merchant Services,
analyzes how QSRs are doing when it comes to innovation. Namely, are they being innovative and are their features
adding to customers’ experiences? We studied 178 QSRs, including six large restaurant chains in 10 different segments
and two groups of restaurants. The bulk of the sample includes 172 chains that range from eight to 2,630 locations.
We are interested in your feedback on this report. Please send us your thoughts, comments, suggestions or questions
to RRI@pymnts.com.
PYMNTS.com is where the best minds and the best content meet on the web to learn about
“What’s Next” in payments and commerce. Our interactive platform is reinventing the way
in which companies in payments share relevant information about the initiatives that shape
the future of this dynamic sector and make news. Our data and analytics team includes
economists, data scientists and industry analysts who work with companies to measure and
quantify the innovation that is at the cutting edge of this new world.
Bypass is the leading innovator in enterprise POS systems, robust back office management
tools, and rich insights engines for the multi-site food & beverage industry. Its approach
helps over 300 professional & collegiate sports venues and national restaurant chains sell
more, faster and cheaper, scale their operations, and transform the customer experience.
The company has deployed 20,000+ devices at a cost, pace, and ease of integration never
before possible.
Bank of America Merchant Services is a global leader in payments, eCommerce and security
solutions. It helps clients of all sizes effectively manage and grow their businesses by
enabling them to deliver convenient, compelling commerce experiences for their customers.
Powerhouse brands Bank of America and First Data formed Bank of America Merchant
Services in 2009. Today the company processes 16.6 billion transactions at approximately
539,000 merchant locations throughout the United States, Canada and Europe.3
3
Based on bankcard, other credit, and PIN debit sales volume and transactions. Per the Nilson Report, March 2018, Issue #1127.
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