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 behaviors around quick-service restaurants (QSRs) in the United States, 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.
Young Americans show strong interest in tech-enabled applications at QSRs.
Interest in Technology at QSRs 📲
(Top 2 Box)
- Gen Z 93%
- Millennials 95%
- Gen X 80%
- Baby Boomer 61%
Interest in AI at QSRs 🤖
(Top 2 Box)
- Gen Z 79%
- Millennials 85%
- Gen X 60%
- Baby Boomer 43%
Top 3 Features Gen Z Wish to See at QSRs
%
Mobile Ordering 📱
%
Self-Ordering Kiosks 👆
%
Tablet Ordering at Tables 👩💻
AI is intriguing but must be used in ways that deliver on personalization and meaningful improvements in experience.
How Can AI Be Implemented in QSRs?
According to Gen Z
⌚ AI to meet need for faster, more streamlined dining
There is a strong emphasis on the need for AI to streamline the ordering and fulfillment process.
✅ Automated ordering through apps or kiosks
✅Reduced wait times
✅ Increased efficiency in service
✨ AI to meet demand for more personalization
AI can enhance the overall customer experience at quick service restaurants.
✅ Personalized menu recommendations based on past orders
✅ Real-time feedback systems that adapt to customer preferences
✅ Using data to enhance service interactions
If AI was in quick service and restaurants it would be like touch screens like computers where you can just like order your food yourself and maybe everything will be electronically – paid you can’t use cash.
Implement AI-powered personalized menu recommendations based on my past orders or dietary preferences to speed up decisions and reduce overwhelm.
💡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-driven order recos & suggestions
%
AI-powered personalized discounts
%
AI-powered voice ordering
Gen Z's appetite for tech in QSR is strong when it delivers practical value. Gimmicks are unlikely to move the needle.
Top Ways Gen Z Think Tech can Improve QSR
- Faster Service 52%
- Lower Prices 45%
- Better Order Accuracy 39%
- Increased Customer Convenience 38%
- Better Self-Service Options 31%
- More Engaging Digital Experience 31%
- Futuristic Experience 31%
- More Efficient Operations 29%
- Contactless for Improved Safety 29%
- Greater Customization of Orders 29%
I think artificial intelligence would be able to pick up orders faster and clock them into the system faster than people at the register, so that might be interesting.
[AI] would be faster, as sometimes it takes a while for the worker to answer the people at the drive through.
27, South
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”
- Dunkin 41%
- Starbucks 39%
- Chipotle 37%
- McDonald’s 37%
- Chick-fil-a 36%
- Domino’s Pizza 33%
- Taco Bell 32%
- Panera Bread 32%
- Shake Shack 31%
- Subway 31%
- Tim Hortons 31%
💡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=1,008 Americans, including n=492 Gen Z, about their thoughts, feelings, and behaviors 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.com
www.reach3insights.com
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3