New Report Reveals the Quality of Mobile Experiences QSRs Are Offering Customers
Online PR News – 12-December-2016 – BETHESDA, Md. – DMI, a global leader in end-to-end mobility services and solutions, announced its first annual ranking of mobility leaders in the Quick Service Restaurant (QSR) industry. The quality and sophistication level of current mobile offerings in more than 75 QSRs in the United States were assessed and ranked using DMI’s proprietary benchmarking tool, the Mobile Maturity Model, that evaluates each QSR brand’s mobile capabilities in relation to customers’ desired mobile experience. The Mobile Maturity Model: Quick Service Restaurants report and list of top 10 mobility leaders is available at http://pages.dminc.com/qsr-maturity-model.html.
By revealing which QSRs offer the most robust mobile experiences today, DMI has provided a clear and comprehensive snapshot of the state of mobility within this quickly growing industry.
• Fast casual comes out on top: Of the QSRs evaluated, fast casual owns the mobile space followed by coffee shops, pizza and finally, traditional fast food restaurants. Of the 20 top-scoring QSRs in the benchmarking study, 70 percent are fast-casual restaurants.
• Driving brand loyalty: DMI’s research shows clearly that mobile has achieved critical mass in QSRs, especially among consumers DMI identified as “Mobile Reliants.” This group, which actively engages with mobile to improve their overall dining experience, rather than just one part such as viewing a menu or using a reward card, represents nearly one-third of all QSR diners. QSRs that are investing in this channel are winning more customers by helping to drive increased brand loyalty and dining frequency.
• Designing with the customer in mind: DMI’s research and industry insights give QSRs the ability to approach mobile from the customers’ point of view. Thus, creating well-designed mobile experiences that go beyond apps to include an omni-channel approach (e.g., mobile web, distributed ordering, third-party delivery systems, etc.) is vital in today’s marketplace.
• Work in progress: DMI’s benchmarking study revealed that although some QSRs are providing better mobile experiences than others, none are fully satisfying their customers’ desires. Continued innovation and attention to improving customer experiences will help secure a brand’s position in a customer’s life.
Jay Sunny Bajaj, DMI founder and CEO, said:
“Today’s consumers are already experiencing how mobile is revolutionizing retail and other service industries, so quick serves can no longer afford to take a ‘wait and see’ approach. QSRs that are striving to meet the demand for faster, cheaper and more convenient mobile experiences are raising the bar, but more needs to be done. That’s why DMI remains focused on helping QSR brands approach mobility from their customers’ perspective to create the best possible mobile experiences to match their needs.”
DMI, the world’s first end-to-end mobility company, combines all the skills and services necessary to deliver mobile enterprise solutions. Built to reinvent business through mobility, DMI has expertise in mobile strategy, UX, web and app development, omni-channel commerce, brand and marketing, big data management and analytics, and secure mobile device, app and data management. Additional information is available at www.dminc.com and on LinkedIn, Twitter, Facebook, and Google+.
Nadel Phelan, Inc.