All Restaurants Need to Know Why Speed of Service is King in Today's Dining Landscape

 

Diner’s today are a busy bunch. Between work, family, and social commitments, there just aren't enough hours in the day. That's why it's no surprise that Quick-Service Restaurants (QSRs) and Fast-Casual chains are experiencing a boom, consistently outperforming sit-down establishments. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that all restaurant operators need to understand the value of speed of service for several reasons:

·         Value of Speed: Customers today are busy and prioritize convenience. Fast service is a key factor for many diners, especially during lunch or weekdays when time is limited.

Adapting to Industry Trends:

·         Rise of QSR/Fast-Casual: This segment is thriving due to speed and efficiency. Independent restaurants need to be aware of this trend and consider how they can compete.

Strategies to Implement:

·         Optimizing Operations: The article provides examples of how QSR chains improve speed (e.g., dedicated mobile order lanes). Independents can explore similar tactics to streamline their service.

·         Targeted Promotions: Limited-time offers and seasonal promotions can attract new customers and boost traffic, just like for QSR chains.

Maintaining Relevance:

·         Convenience Matters: Diners prioritize convenience alongside quality food. Independents need to offer a dining experience that caters to this need for ease and speed.

Most independent restaurants and regional chains can't directly compete with the speed of major QSR chains, but they can adapt their approach to better serve busy customers. This might involve improving operational efficiency, offering takeout and mobile ordering options, or considering express lunch menus. By understanding the factors driving the success of QSRs and Fast-Casual chains, independent restaurants can implement strategies to remain competitive and relevant in today's fast-paced dining landscape.

But what's the secret sauce behind their success? According to recent edifying data from Placer.AI , speed of service is a key ingredient.

QSRs built their reputation on fast and efficient service, and it remains a core differentiator today. Leading chains like Taco Bell, Chick-fil-A, and Wendy's are constantly innovating, implementing technologies and systems to get food into customers' hands faster. From Taco Bell's "Touch Display Kitchen System" to Chick-fil-A's dedicated mobile order pick-up lanes, the focus is on streamlining operations and minimizing wait times. The results speak for themselves. Placer.AI data shows a steady increase in the share of visits lasting under 10 minutes at these very chains.

The emphasis on speed isn't just about convenience for diners; it's also driving overall traffic. A McDonald's location in Texas with a dedicated mobile order pick-up lane via conveyor belt saw not only a higher percentage of short visits but also more visits in general compared to other McDonald's in the area. This highlights the power of fast order fulfillment in attracting customers who value their time.

The success of QSRs is even influencing full-service restaurants. Chains like Applebee's are experimenting with fast-casual formats featuring pick-up lockers and limited dine-in options. This strategy is proving effective, attracting a higher share of weekday and lunchtime crowds – times when a sit-down meal might not be on the agenda.

Chicken is another factor fueling the QSR and Fast-Casual fire. The affordability and versatility of chicken is driving its popularity, with chains specializing in this protein experiencing significant growth. From 2019 to 2023, the share of visits to chicken-focused restaurants within the Fast-Casual & QSR space has steadily increased. This trend is further supported by the high average visits per venue at leading chicken chains like Chick-fil-A and Raising Cane's, compared to the overall Fast-Casual & QSR average.

Do You Want to Build A

Larger Share of Stomach

Focus on 

Speed of Service 

Finally, let's not forget the power of limited-time offers (LTOs) and holiday promotions. QSRs are masters at leveraging these tactics to generate excitement and drive traffic spikes. Arby's recent fish sandwich promotion during Lent is a prime example, demonstrating how targeted offerings can attract specific customer segments. White Castle's reservation-only Valentine's Day dinner, a quirky twist on the traditional fast-food experience, also highlights the success of unique promotional events.

Think about this, the data is clear: QSRs and Fast-Casual chains are leading the dining industry charge. Their focus on speed of service, the rise of chicken concepts, and strategic promotions are all contributing to their success. As the Grocerant Guru®, I advise all restaurants to take note. In today's fast-paced world, convenience reigns supreme, and those who can get customers in and out quickly, while still delivering a delicious and satisfying experience, will be the ones to thrive.

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869