From The Editor | November 18, 2013

Mobility And The QSR


By Bob Johns

Quick-serve restaurants (QSRs) are learning how to market to the customer at the point of decision through mobility.

In our last newsletter we discussed how mobility could end up being perfect for the hospitality industry. What about QSRs, though. QSRs have traditionally used mobile devices to communicate orders and facilitate efficiency, but the industry has not really considered the consumer’s mobile device.

Most of the CMOs I have been speaking with are looking at mobility as a key piece of their game plan going forward. I recently had the occasion to speak with Checker/Rally’s CMO, Terri Snyder, about their upcoming mobile deployment, and she emphasized the importance of reaching the customer at the point of decision. There is probably no other industry more tied to spontaneity than the restaurant industry. How many of us have been out and someone asks, “Where do you want to eat?” The standard answer is “I don’t care. Where do you want to eat?” This illustrates the importance of reaching these customers right then. Billboards and signage help reach this audience, but the real technology making this possible is the consumer mobile device.

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