Tech is on the Table
The Role of AI & Technology in Quick-Service Restaurants
A Gen Z Deep Dive
Reach3 Insights recently leveraged our Gen Z On Demand solution to explore attitudes and behaviours around quick-service restaurants (QSRs) in Canada, with a spotlight on Gen Z. In this first installment, we dive into Gen Z’s expectations and perspectives on the evolving role of technology and AI in the QSR experience.
While young Canadians show strong interest in tech-enabled applications at QSRs, they're less interested in AI.
Interest in Technology at QSRs 📲
(Top 2 Box)
- Gen Z 71%
- Millennials 71%
- Gen X 44%
- Baby Boomer 42%
Interest in AI at QSRs 🤖
(Top 2 Box)
- Gen Z 24%
- Millennials 35%
- Gen X 26%
- Baby Boomer 39%
Top 3 Features Gen Z Wish to See at QSRs
%
Self-Ordering Kiosks 👆
%
Mobile Ordering 📱
%
Digital Menu Boards 📟
While interest in AI is low, many believe it could enhance and personalize ordering.
How Can AI Be Implemented in QSRs?
According to Gen Z
📟 AI to simplify and enhance the ordering process
There is a strong emphasis on the need for AI to simplify and enhance the order fulfillment process.
✅ Enhanced visibility of menu items
✅ Increased efficiency in ordering
✅ Increased efficiency in service
✨ AI to aide in menu suggestions
AI can help customers make selections at quick service restaurants.
✅ Dyanmically highlight menu diversity and new items
✅ Personalized menu recommendations based on past orders
✅ Real-time feedback systems that adapt to customer preferences
Ability to estimate more accurately how long the wait would be for my order, because I usually only go when I’m short on time and I expect faster service.
Remembering what I have previously ordered and suggesting other things that I might like. Also maybe for places like Starbucks, customizing food/drinks based on a description I offer. For example, if I said I want a chocolate-based drink with strawberry, it could recommend a customized option that matches.
💡In our study, we used Rival Technology’s AI Probing feature to assess the thoughtfulness of responses and probe further when appropriate. Natural, conversational probing ultimately delivers on deeper, richer insights.
Interest in AI-Enabled Tech at QSRs
%
AI-powered personalized discounts
%
AI-driven order recos & suggestions
%
AI-powered voice ordering
Gen Z is interested in tech that will make their QSR experience faster and more convenient. They are not swayed by gimmicks.
Top Ways Gen Z Think Tech can Improve QSR
- Increased Customer Convenience 50%
- Faster Service 49%
- Better Self-Service Options 48%
- Better Order Accuracy 43%
- Lower Prices 43%
- More Efficient Operations 38%
- Clearer Menu Information 36%
- Greater Customization of Orders 33%
- More Convenient Payment Options 33%
- Contactless for Improved Safety 27%
Ordering at a digital kiosk is helpful when I want limited interaction with people. Sometimes I don’t want to talk to anyone or go through the difficult multi-step choice selection (eg. Chipotle, Subway). In those instances, ordering on the digital kiosk by pressing options will be helpful.
Recommendations when making modifications to your order. For example, if you’re not taking cheese in xyz, to ask if you’re lactose intolerant or vegan and if you’d like to modify the rest of your order to fit that accomodation.
22, Ontario
There is opportunity for many QSR brands to deliver on AI's potential.
Gen Z’s Brands Most Associated with AI Adoption (Now or Future)
% selected at least one of “AI-driven order recommendations”, “AI-powered voice ordering” or “AI-powered personalize discounts and promotions”
- McDonald’s 34%
- Starbucks 30%
- Tim Hortons 28%
- Dairy Queen 27%
- Domino’s Pizza 26%
- Taco Bell 24%
- Wendy’s 24%
- A&W 23%
- Pizza Pizza 20%
- Subway 20%
💡Get in touch to learn more specifically about how Gen Z envision your brand playing in the tech and AI space.
Bringing it all together…
The Fine Print
At Reach3 Insights, we recently embarked on an initiative exploring the Future of QSR. We used our Gen Z On Demand solution + conversational, mobile messaging-based approach to engage n=1,027 Canadians, including n=509 Gen Z, about their thoughts, feelings, and behaviours around quick-service restaurants. In this snapshot, we explore consumer attitudes about the incorporation of AI/technology in QSR.
Our methodology allowed us to capture authentic feedback from a diverse group of shoppers, leveraging the natural capabilities of mobile to capture quant and qual data, including video, in one research touchpoint. We leveraged our AI-probing capabilities to ensure collection of rich, detailed open-ended responses, and our AI summarizer to identify key themes.
Look out for our future Future of QSR reports!
Curious to know more?
Let’s continue the conversation
Dara St. Louis 📧 dara.stlouis@reach3insights.com
Christine Nguyen 📧 christine.nguyen@reach3insights.comÂ
www.reach3insights.com
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3