'Phygital' pain points at QSR chains leave customers unsatisfied

Inconsistent experiences at quick-service restaurant (QSR) chains are a turn-off for consumers, making it less likely for them to return.

That’s according to the 2024 Phygital Index Report from Tillster, a provider of unified commerce solutions for restaurant brands. According to a survey of 1,000 U.S.-based diners, nine-in-10 (89%) said that inconsistent digital and physical experiences across locations of the same QSR chain bothers them. 

These inconsistent experiences led to 57% of diners saying they are less likely to go back to the chain. Nearly half of QSR customers surveyed said they have experienced digital tools not working together the way they should, which leaves the vast majority of them (93%) frustrated.

The survey found a number of specific pain-points for consumers when it comes to the “phygital” dining experience. Nearly six-in-10 (57%) of those who use self-service kiosks wish restaurants had more self-service kiosks available, compared to 36% of diners who said the same last year.

Diners have also started to favor third-party platforms for the variety of choices, but the advantage is waning. Only 17% of diners expect to reduce their use of third-party websites/apps in favor of restaurant-specific websites/apps in the coming year. Nearly half (47%) of diners are eager to see more exclusive offers and discounts through websites/apps.

Pickup orders at QSR chains are increasing, but parking is a problem for consumers. Nine-in-10 (89%) of diners who have used curbside pickup say they would be more likely to visit a QSR that offers curbside pickup in the coming year (up from 69% last year). While diners demand more curbside, logistical challenges are a pain point. Over half of customers (55%) who ordered pickup in the last three months have had issues with parking when collecting their order, presenting a clear focus area for operators.

Finally, Tillster noted that personalization has become the expectation from QSR chains. More than half (58%) of diners are likely to recommend a QSR based on a positive personalized ordering experience. A third (33%) of diners have even decided not to order from a QSR because the ordering experience was not personalized to their preferences, an increase from 21% who said so in 2023.

“As restaurants continue to adjust their digital transformation strategies, it’s never been more important to build synergy between the digital and physical tools and components of the QSR dining experience,” said Perse Faily, CEO of Tillster. “It’s clear from our Phygital Index Report for 2024 that today’s diners want interconnected, yet tailored and personalized experiences. We initiated this report to uncover consumer preferences to help brands and operators deepen their understanding of the tools and how they can create more seamless, meaningful and valuable experiences for customers and boost profitability.” 

Tillster serves more than 100 global and regional brands, including Burger King, Baskin-Robbins, Godfather’s Pizza, Jollibee and Pollo Campero.