Blog
Why fast casual's customer experience isn't so casual
The fast casual customer experience is about guests getting what they want. That includes customized, fresh, unique food being prepared in front of them.
August 26, 2015 by Kent Barkouras — EVP Restaurant Solutions, Primary Color Systems
The industry standard of using a variety of on-the-table printed menus, lobby signage and other marketing materials in chain restaurants has been left behind since fast casual restaurants came along and upgraded the customer experience. These days, the customer experience is about guests getting what they want. That includes customized, fresh, unique food being prepared in front of them. Most of us recall the jingle in the mid 1970s by Burger King, “Hold the pickle, hold the lettuce, special orders don’t upset us." Little did we know that Burger King was on to something special.
Moving the message
Fast casuals have moved the branded messaging moved off the table and onto walls and screens, so guests can visualize them at all times. Instead of sitting down and reading a menu and looking at what the food is supposed to look like, the process of selecting what to eat became much easier. All types of menu boards and point-of-purchase displays greet guests prior to placing their order. Online and mobile ordering make the process quick and efficient.
Marketers have realized a meaningful amount of guests' time in the restaurant is on their feet, in line, placing their order, waiting for it to be cooked and in many chains consuming it. Many fast casual chains have built in nicely designed countertops with and without stools. They've also moved their messaging to walls, ceilings, floors, countertops and registers. Whether it’s branded wall paper, custom-framed artwork, digital signs, floor graphics, high-quality exterior signage, etc., marketers are using a variety of techniques to communicate their branded messages to capture each guest while they can and give them a comfortable experience.
From digital and flexible menu boards to incredible fabrications of branded décor, lighted signs and other fixtures, the marketing landscape in fast casual is unique. Traditional menus are gone, replaced by new styles and designs of menu boards, front-of-house order slips or even simple brown paper bags with sharpies to check the ingredients for your order. Crayons and kids menus have been replaced by IOS and Android apps. Gift cards are now on guest’s mobile devices instead of at the register.
It is becoming very clear that the fast casual mindset is taking over, and the guest experience is better than ever. The large QSR chains have taken notice and are moving quickly to test modified layouts to meet the rising demand of the fast-casual experience. To date, marketers of the fasest- growing chains have done an exceptional job of effective brand messaging while making sure guests’ visual experiences measure up with the freshness, speed and tastiness of the food served inside.
