Dining habits have changed drastically since the pandemic, and fast food is getting even faster thanks to the growing popularity of quick-service restaurant (QSR) branded ordering apps. One demographic that has embraced mobile ordering overwhelmingly has been the mobile gamers.
AdColony recently conducted a survey of 1,044 mobile gamers and found that over one-third are eating fast food at least once a week, and they’re using QSR branded mobile apps to place those orders.
Fast Food Consumption
In fact, sixty-five percent of those gaming consumers ordering fast food using apps are doing it more now than they did prior to the pandemic. Those consumers are placing a heavy emphasis on the order-ahead function which allows orders to be placed via the mobile app and then picked up in the QSR drive-through. Fifty-four percent of the mobile gamers surveyed stated they now use the order-ahead function for drive-through more than they did before the pandemic.
Change in Ordering, Dine-In & Pickup
In addition to being convenient, QSR mobile apps encourage customer loyalty. Mobile app users who use QSR apps are more likely to complete repeat purchases by utilizing in-app exclusive offers like discounts, free food, and rewards. QSR branded mobile apps also allow for an increase in general brand awareness as consumers continue to seek out convenient ways to enjoy their favorite foods.
Unfortunately, as the usage of these apps increases, so does the risk of associated fraud. Accounts created on QSR apps are packed with critical information including financial payment information, rewards points, and stored passwords. Ensuring consumers have safe and authentic experiences when interacting with a branded QSR app is critical.
For more information on how to plan an effective mobile app enforcement program to complement your overall mobile and brand protection strategy, we’ve published an informative guide that you can download here.