With the advent of innovation in ordering through QSR mobile apps, quick service restaurants have the opportunity to increase throughput and operational efficiency in their drive-thrus. While many QSRs have mobile apps and the ability to order online, the promotion of this innovation is still low.
Even if the signage was present in the store, many customers didn’t notice it. When mystery shoppers were asked if there was parking available for those ordering from the mobile app, then they might have seen the mobile app signage as well. But still, the signage was an afterthought.
McDonald’s, is taking the biggest step in the QSR industry to promote their innovation in ordering, with Chick-fil-A and Wendy’s following behind. Other than those three, however, the promotion of mobile app ordering for QSRs is almost nonexistent.
An absolutely massive opportunity to separate yourself from the competition? Utilize real estate for parking spaces reserved for people who use your mobile app to order online and pick up in-store. Then, use effective and prominent signage to promote innovative ordering options to customers.