Convenience, value and customer service will be core drivers for QSR and restaurant marketers in 2025. Expect QSR and restaurant brands to compete by delivering personalized experiences whether that means easy online ordering or hospitable environments to dine in that offer customers value.
“Personalization and customization are no longer nice to have tactics,” says Tariq Hassan, chief marketing & customer experience officer at McDonald’s USA. “It’s required to build deeper relationships in ways that reflects an understanding and connection with our fans, as humans who participate in a wide range of culture and subcultures, it is critical to have the right ‘know me’ data about the customer and strategy to guide how we activate on that data to create value for our fans and our businesses.”
Thomas Prather, chief marketing officer at Smashburger says that suggestive selling in apps, as well as offering personalized order suggestions based on past purchases will be more common. “Personalization might sound a little bit creepy but when creepy flips over to being helpful you’re locked in,” he says. “If we can help a family figure out what they’re doing for dinner faster and easier in the way that it seems seamless for them and reward them so they can have a discount in the future, that convenience play will be super important.”
As inflation continues to linger consumers are seeking value when they eat out. “Now more than ever, value and affordability continue to be critical for all customers across all categories,” adds Hassan. “We’ve always been known for providing our fans with consistent, everyday affordability and they count us to continue to be there for them. We’re continuing to innovate how McDonald’s will continue to bring them a reliable way to find the great food and value they’ve come to love. Every day.”
For fast casual restaurants, value will also remain important, as will experience and convenience.
“In 2025, guests will continue to seek out craveable food at an affordable price when and where they want it. It’s no longer a one size fits all business model,” said Patty Trevino, chief brand officer at Denny’s.
“They are looking for restaurants who engage with them, remember them with technology and provide convenience,” she continues. “Our 24/7 restaurants and virtual brands hit that convenience mark. Or conversely, some guests will want a welcoming experience and place to gather with friends and family over a conversation and endless cups of coffee. As America’s diner, we need to be ready to continue to innovate our menu and the guest experiences to meet them where and how they want to dine.”
Zahra Nurani, vice president of marketing communications at Burger King, also sees the importance in guest experiences. “As we look forward to 2025, I believe brands must make a more intentional shift from a guest-centric to a guest-embedded approach,” says Nurani.
“This means moving beyond merely listening to our customers to actively living in their world and evolving alongside them,” adds Nurani. “The key will be to reimagine the familiar through co-creation, infusing innovation, promotions, communications, and the overall experience with a fresh perspective. By celebrating the authenticity of the everyday individual, we recognize the immense power of their endorsement. In an era where authenticity drives trust and loyalty, this approach surpasses traditional marketing strategies.”
