Why loyalty tops the menu for fast food firms, with AI as the new secret sauce
As noted previously on diginomica over the years, the Quick Service Restaurant (QSR) sector - that’s fast food to you and me - is big business and one that’s invested heavily in digital transformation in recent years. From self-serve kiosks in-store, through mobile ordering apps, to AI-enabled drive-thrus, tech investment has been as much part of the leading vendors secret sauce as anything served up with fries.
In the US, the QSR market was valued at $447.2 billion last year, according to market intelligence from Mordor Intelligence, and estimated to be on track to hit $789.65 billion within five years. But there’s a shake-up going on, partly driven by macro-economic pressures, partly by brand competition, making the sector an increasingly tough playing field.
McDonald’s remains the largest QSR chain by far, with sales topping $139 billion last year, compared to Burger King’s $14 billion. But while the former’s growth...
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