We know the restaurant brands that are driving the most mobile app usage based on a recently released study from Ipsos. We know that these apps are preferred because they allow customers to save time, easily order and pay, and receive exclusive deals.
Different brands, however, are stronger than others when it comes to certain features. Let’s zoom into order experience as an example, reflecting the overall ease of app usage from navigation to customization. Order experience is measured by intent to re-use an app and is driven by three key factors: does it save time/allow customers to skip the line; does it allow for easy customization; and does it offer deals, promotions, and incentives.
Brands that provide a strong mobile ordering experience have successfully bridged the gap between digital and in-store experiences, while also providing an ability to schedule pickups or even see wait times before ordering. They have mastered the art of seamless convenience.
Sonic Drive-In takes the crown
The top scoring app for order experience according to Ipsos is Sonic Drive-In, with a score of 78. Interestingly, Sonic is No. 27 overall but provides the exact features consumers are looking for when it comes to mobile ordering.
For example, order history is easily accessible, so previously ordered items can be reordered quickly. Sonic scored 68% for this feature, compared to 50% for the industry average.
Sonic also received high scores for ease of app usage to place an order and ease of customizing food and beverage orders.
Further, 98% of the app’s users indicate they were given some type of estimate of when their food would be ready, compared to the 90% industry average.
Most (96%) of Sonic’s app users also recognized options for scheduling a pickup order in the future, compared to 86% industrywide. Finally, in terms of notifications, Sonic provides customers with the option to check in when they arrive to pick up their food. Sonic scored a staggering 67% for this feature, compared to just 15% industry wide.
The remaining top 10
With those attributes in mind, the remaining top 10 for order experience scores are:
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Raising Cane’s with a score of 77%. It’s No. 26 overall
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Chipotle, with a score of 75%. It’s No. 2 overall
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Whataburger, 75% and No. 9 overall
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Panda Express, 74% and No. 1 overall
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Chick-fil-A, 74% and No. 13 overall
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Burger King, 72% and No. 5 overall
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Zaxbys, 72% and No. 10 overall
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Taco Bell, 71% and No. 12 overall
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Culver’s, 71% and No. 33 overall
“We looked at how quickly users can go from ‘I’m hungry’ to ‘I’ve chosen what I want to eat.’ The flow is what we’re measuring with order experience,” said Ipsos chief commercial officer Brad Christian. “We know the fewest number of clicks is what customers want. That includes providing order history and seeing value menu options right away. Brands that have a one-click purchase process where customers can just open up the app and pick ‘yes’ are going to win for experience.”
The biggest benefits in providing a strong app experience should be ease of customization, timesaving, and offering deals and promotions, Christian added.
“If an app doesn’t facilitate that, what’s the point? It needs to be worth their while and justify space on their phone,” he said.
Notably, some of these brands are in the process of enhancing their apps to attract more members and make their experiences even easier and more engaging as the competition for loyalty members intensifies. Culver’s, for example, just launched its first loyalty app, called “Delicious Rewards,” with plans to include personalized recommendations in the coming months. Taco Bell recently added a “name your price” tool that helps users build a meal within a specific budget.
And while not specific to order ease or experience, Panda Express, the top app overall in Ipsos’ report, recently launched “Wok Wednesday” to attract more users. The simulation allows players to “catch” ingredients, “wok-toss” dishes, and unlock same-day offers.
Ipsos’ research was conducted using a three-step process, including consumer research, mystery shopping, and an analysis identifying top drivers of likelihood to use a QSR app again. The analysis was based on the proprietary Ipsos Bayes Net modeling technique, with weighted scores applied to mystery shop data. Forty total brands across seven categories were evaluated.
Contact Alicia Kelso at [email protected]
Follow her on TikTok: @aliciakelso
