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More US customers are placing orders at fast-food and fast-casual restaurants by using technology this year than in 2015. According to research, guest-facing digital offerings such as in-store tablet ordering saw double-digit growth.
Market Force Information, a customer experience and insights firm, surveyed more than 10,400 US customers about their dining habits at quick-service restaurants (QSRs).
Of the guest-facing technologies that respondents were polled about, using a tablet at a restaurant’s table to place an order saw the greatest increase in use compared to 2015. Twenty-two percent said they had used the in-store device in the past 90 days, compared to the 5% who said they had last year.
Securing a food order from an app on a smartphone also gained traction, according to 23% of customers. In contrast, only 11% said they did in 2015. Meanwhile restaurant locations with a kiosk service to order saw less use by respondents, a difference of 4 percentage points year-over-year.
Overall, the research found that 44% of customers had used at least one of the guest-facing technologies they were polled about, compared to 30% who said they had in 2015.
Likewise, and perhaps in response to this growing purchasing habit, many US retailers and QSRs have adopted Wi-Fi technologies to identify customers in-store. In a separate study from Euclid Analytics and Edgell Knowledge Network, 85% of retailers and QSRs said they embrace Wi-Fi capabilities in December 2015 to locate customers within a short distance from or in their store.
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