Harnessing the Combined Power of Mobile Apps and Kiosks for QSRs
While self-service programs offer countless advantages for quick service restaurants (QSR), it’s no secret they can be a costly investment up front. As a result, some brands hesitate to expand beyond their established mobile app programs.
However, treating kiosks and mobile apps as interchangeable solutions can restrict how QSRs grow both financially and operationally. The reality is both platforms serve different use cases, solve different problems, and when deployed together, create a more well-rounded revenue-generating service model. This blended approach exemplifies how self-service technology in restaurants can work in tandem to address multiple needs.
Learn why adding kiosks to your QSR’s self-service strategy complements your mobile investment.
Serve Different Customer Behaviors
Today’s consumers often feel comfortable navigating different types of technology and digital channels, so it’s not surprising to have customers who will utilize both the mobile app as well as on-site kiosks. Still, each channel caters to a different audience and use case.
Mobile apps target your brand loyalists. These are your customers who plan ahead, seek a quick carry out experience, and are loyalty program subscribers.
Kiosks, on the other hand, service walk-in customers, travelers, and eat-in diners. It offers an autonomous experience to those who don’t own a smart phone or haven’t downloaded the app.
By offering both options, QSRs ensure they’re meeting the demands of all customers, whether they plan ahead or prefer to order on site.
Spread Out Demand and Reduce Bottlenecks
Not only do kiosks and apps appeal to different audiences, but they each serve specific functions to streamline restaurant operations.
Apps play a significant role to relieve pressure during peak times like a busy lunch or dinner rush. That’s because they’re designed for pre-orders and carry outs.
Kiosks speed up service in-store, offering an option to order without the need for more labor, especially at the checkout counter.
Together, both apps and kiosks reduce order bottlenecks and create a more consistent customer experience.
Expanded Revenue Opportunities
Both apps and kiosks have been recognized as revenue generators for restaurants, but each has unique strengths.
A QSR’s mobile app plays a crucial role in driving repeat visits and loyalty engagement. Not only do push notifications help keep brands top-of-mind, but features like saved past orders, personalized recommendations, and built-in reward programs encourage customers to keep coming back.
Like mobile apps, kiosks also contribute to more sales. With large product visuals and strategic prompts, kiosks boost on-the-spot upsells and increase average order values. In addition, they often outperform employees at suggesting add-ons and combo deals.
While apps nurture customer relationships, inspiring repeat visits, kiosks encourage larger ticket sizes with upsell features.
Leveraging Data from Self-Service Technology in Restaurants
Together, mobile apps and kiosks can build a 360-degree view of your customers and operations. But, again, each offers distinct insights.
By requiring user logins, apps unlock access to more customer-level data, like preferences, visit frequency, and behavior patterns. In turn, QSRs use this information to tailor customer experiences.
Kiosks, however, give more location-specific data. This includes understanding how customers interact with the menu, the average dwell time, and if an upsell strategy is effective.
Used together, each technology offers exclusive metrics to inform your customer experience and operations strategy.
The Case for a Dual-Channel Approach
As the QSR industry continues to evolve, brands that adopt a blended approach to self-service technology in restaurants will be better equipped to serve diverse customer needs as well as maximize revenue opportunities.
Mobile apps and interactive kiosks aren’t competing tools. In fact, they’re complementary technologies that, when used together, strengthen your business processes and drive growth.
Ready to enhance your brand’s self-service strategy? Explore our custom QSR restaurant kiosk solutions built for high-volume programs.