The Future of Fast: How Mobile Ordering is Transforming Customer Experience
In today’s digital age, mobile ordering isn’t just a convenience—it’s a game changer for brands in the foodservice industry. A recent study by Kalinowski Equity Research delves deep into the impact of mobile ordering on customer experiences, revealing significant reductions in wait times and enhancing overall satisfaction. Let’s take a closer look at the findings and what they mean for brands like Chipotle, Dutch Bros, and Wingstop.
A Sneak Peek into the Study
Kalinowski Equity Research, led by principal analyst Mark Kalinowski, conducted a mystery shopper study that assessed mobile ordering times among various service models, including pick-up, drive-thru, and in-store experiences. The comprehensive report, titled “Emerging Experiences: AI-Drive Thru, Mobile Ordering, and Kiosks,” sheds light on the efficiencies gained from mobile ordering.
Key Findings
Time Savings for Customers
The study found that mobile ordering cut drive-thru wait times by an impressive 1 minute and 54 seconds compared to traditional methods. Furthermore, in-store wait times were reduced by an average of 3 minutes and 31 seconds.- Increased Accuracy and Satisfaction
Accuracy scores for mobile orders were two percentage points higher than the drive-thru benchmark. Plus, friendliness ratings surged by 6 percentage points, with customers experiencing more frequent greetings and farewells.
Areas for Improvement
Despite these advancements, there’s still room for growth. The study revealed that only 57% of mobile pickup shoppers encountered upsell offers, compared to 64% in drive-thru scenarios and a staggering 75% on-premises visits. Kalinowski pointed out that this gap highlights deficiencies in the user experience (UX) of mobile apps, suggesting that better integration of upsells could enhance the overall user journey.
Customization and Satisfaction
Intouch Insight, a partner in the study, reported stellar customization capabilities, with 95% of orders able to be tailored to specific preferences. Customer satisfaction levels were equally remarkable, achieving 95% for in-store pickups and 89% for drive-thru services, emphasizing the significance of speed and convenience in consumer preferences.
The Ordering Process: Glitches and Communication
While customer experiences were largely positive, issues were reported as well. Glitches occurred 10% of the time, and employees confirmed order contents only 58% of the time, indicating significant areas for operational improvement.
Brand-Specific Insights
Chipotle
In a head-to-head comparison, Chipotle significantly reduced its total drive-thru time by 2 minutes and 48 seconds, outperforming competitors like Taco Bell. This effectiveness speaks to Chipotle’s commitment to efficiency and fast service.
Dutch Bros
Dutch Bros showcased a drive-thru satisfaction level of 95%, which was above the industry benchmark. With total drive-thru times averaging just 4 minutes and 29 seconds, Dutch Bros has solidified its reputation for speed and convenience, tapping into a growing market where over a quarter of coffee shop visits now occur at the drive-thru.
Wingstop
In the case of Wingstop, mobile ordering through in-store pickups resulted in total time savings of 3 minutes and 31 seconds. Furthermore, 88% satisfaction with speed of service and a 93% farewell remark rate indicate that Wingstop is effectively blending digital convenience with a personal touch.
Conclusion: Riding the Wave of Change
The revelations from this study underscore the potential of mobile ordering to reshape the customer experience landscape. As more brands recognize the importance of cutting wait times and improving service accuracy, it’s clear that investing in mobile technology and enhancing UX will be key to maintaining competitive advantage.
For those who are keen to better understand the evolving dining landscape, consider exploring the trends among Millennial and Gen Z consumers in this marketing report.
By embracing innovation and sustaining customer satisfaction, brands can thrive amid the ever-changing dynamics of the food industry. The question remains: How will your favorite brand enhance its service through mobile ordering? As always, stay ahead by keeping a pulse on emerging trends and customer preferences.
