Quick-serve restaurant execs weigh in on 2025 industry trends, challenges
As the quick-serve restaurant sector gears up for 2025, executives discuss some of the trends, challenges and opportunities for the new year.
Balancing AI Hype with Practical Application
By Milton Molina, senior VP of store technology at Marco’s Pizza
In 2025, the QSR industry will continue to navigate the challenge of balancing the allure of artificial intelligence with grounded, practical applications.
As AI rapidly evolves, QSRs are inundated with promises of AI-driven breakthroughs. However, many QSR brands are recognizing that the key to success lies in discerning hype from reality.
AI can bring substantial benefits when thoughtfully integrated into operations, such as improving customer experience, streamlining order processes, and optimizing supply chain logistics. Rather than jumping into ambitious projects, forward-thinking brands are focusing on using AI where it has immediate and clear benefits, ensuring a sustainable and scalable approach to technology adoption.
Brands that take this measured strategy approach will be able to effectively leverage AI’s transformative potential while avoiding the pitfalls of unrealistic expectations and unpreparedness in an increasingly AI-driven landscape.
Transformation into Experiential & Immersive Destinations, Catering to the Prosumer
By Scott Snyder, CEO of Bad Ass Coffee of Hawaii
As we look ahead to 2025, QSRs are evolving into immersive, experience-driven destinations that appeal to the modern "prosumer" – a quality-conscious, highly engaged consumer who seeks more than just convenience. Inspired by the ‘fourth wave’ in coffee culture, where quality, sustainability, and transparency are paramount, prosumers expect exceptional, customizable products and spaces that provide memorable, interactive experiences. This new era of experiential QSR design includes architectural innovation and unique design elements that make each location a true destination.
As inflation cools, QSR brands that strike the right balance between price, quality, and immersive experiences will gain a competitive edge, capturing the loyalty of these consumers and defining the future of QSR.
Beyond the App: Loyalty & Data-Driven Personalization
By Jim Holthouser, CEO of GoToFoods (parent company of Auntie Anne’s, Carvel, Cinnabon, Jamba, McAlister’s Deli, Moe’s Southwest Grill and Schlotzsky’s)
In 2025, loyalty and digital innovation are set to shape the QSR industry more than ever. Simply offering an app or website is no longer enough to meet evolving consumer expectations. Today, loyalty is evolving beyond traditional email campaigns into a fully integrated, 360-degree consumer strategy that aims to recognize and engage customers at every interaction with the brand.
For instance, at GoTo Foods, we’re taking a “four-wall” strategic approach, where our brands offer personalized messages and tailored experiences for customers within physical locations, creating a cohesive, omnichannel connection that extends beyond digital touchpoints. A great example of this is McAlister’s Club MCA – designed to elevate the guest experience for loyalty members. After beta testing Club MCA in select restaurants, the brand saw a notable increase in OSAT. As a result, we’re looking to implement similar loyalty programs across our portfolio of brands.
At the heart of this industry transformation is the strategic value of data. As loyalty memberships surge, brands are capitalizing on the insights gained from vast consumer interactions. These insights help enable targeted, relevant messaging that speaks directly to the individual.
As more brands pivot towards this model, QSRs are racing to meet the new standard of consumer engagement, where loyalty is now a fundamental driver of strategic growth.
Consumers Embracing Global Flavors
By Gregg Majewski, founder & CEO of Craveworthy Brands, (“Craveworthy”), the innovative fast-casual restaurant platform company
The QSR industry is evolving fast, driven by a growing appetite for diverse, globally inspired flavors. Customers are stepping away from traditional fast food and craving bold, authentic experiences that take them on a culinary journey. This isn’t just a passing trend, it’s a cultural shift fueled by a desire for variety, real flavors, and a deeper connection to the food we enjoy.
For QSR brands, offering globally inspired menu items isn’t just a fun addition anymore, it’s a must. Consumers are hungry for new and exciting flavors, and the brands that can deliver these authentic tastes will stay ahead of the curve. Limited-time offers featuring unique, exciting flavors, not only spark excitement, but also create a sense of urgency, getting customers to try something fresh before it’s gone. Brands that focus on sourcing great ingredients and teaming up with culinary experts to create these bold dishes will be set up for success in a fast-moving market.
All-Day Dining & Curated Experiences Shaping Guest-Centric Restaurants
By Mike Sebazco, president of Famous Toastery, the better breakfast franchise
In 2025, restaurants are set to redefine their offerings with a focus on expanded dayparts, giving guests more choices regardless of the hour. This means breakfast items available in the evening, lunch in the early morning, and even after-hours dining events that extend the reach of a traditional restaurant. By meeting guests’ growing demand for flexible dining times, restaurants can become an all-occasion choice for consumers, enhancing brand loyalty and accessibility.
Restaurants are also focusing on ingredient transparency and wellness without sacrificing flavor, appealing to health-minded guests while ensuring indulgence remains central. Meanwhile, technology enhances these efforts, streamlining operations and creating seamless interactions without losing the human element. The result is a brand experience that feels curated to individual guest needs, blending convenience, taste, and tech-driven personalization to secure their place in the modern restaurant landscape.
