QSRs and the American Way of Dining: Creative Realities Survey Unveils Insights
01 Novembre 2023 - 2:00PM
Digital signage leader Creative Realities, Inc. (NASDAQ: CREX,
CREXW) today released findings from its 2023 report “Menu Mastery:
Unveiling American Ordering Habits” – aimed at understanding
Americans’ loyalty to quick-service restaurants (QSRs) and the
factors influencing their choices when ordering in a post-COVID
world. The findings reveal that while most Americans stick to their
favorites, enticing menu images have a powerful sway on their
dining preferences.
Conducted in September 2023 by the third-party platform
Pollfish, the results further shed light on how digital signage,
menu layout and order experiences impact consumer preferences.
Key findings include:
- Old habits die hard: 57% of those surveyed
said they have a few different go-to items they order each time
they go to specific restaurants, and 30% order the same thing every
time – meaning only 13% go to a QSR without an idea of what to
order.
- Drive-thrus continue to dominate: 52% of
respondents said they most frequently order through the drive-thru.
Ordering via app follows with 18% preferring that option, and only
15% order inside at a counter.
- Special imagery and exclusives inspire order
changes: 51% say that great imagery will cause them to
linger a little longer on the menu, and 86% said a limited-time
offer or promotion could affect their order. Additionally, over 90%
said a seasonal special will at least get them to consider
revisiting a restaurant.
“The American appetite is shaped by a unique demand for
convenience, comfort and predictability,” said Beth Warren,
Creative Realities’ senior vice president of marketing. “Quick
service restaurants and drive-thrus play an integral role in our
daily lives. Despite most of us being extremely online the majority
of the time, the physical experience of going out and getting a
fast, quality meal remains both a novelty and a staple for American
diners. Restaurants are wise to honor the habits and preferences of
diners, but it’s smart business to trust that people are open to
trying something new if it’s presented in a way that appeals to
them.”
Additional insights showed that in-store promotional signage
tends to have a greater impact on changing ordering behavior than
social media or word-of-mouth. Furthermore, the design and layout
of the menu itself can play a crucial role in either encouraging or
dissuading specific ordering choices.
“A well-designed menu in the quick service restaurant (QSR)
industry holds unparalleled power to influence diner behaviors,”
states Warren. “The strategic use of digital signage in crafting
visually appealing, informative, and dynamic menus can guide
customers towards specific choices, enhance order efficiency, and
boost sales. In a world where time is of the essence and options
abound, QSRs are poised to maintain a significant role in the
American approach to dining and convenience.”
To view the full report and for more detailed insights, visit
the Creative Realities 2023 Survey – Menu Mastery: Unveiling
American Ordering Habits.
About Creative Realities, Inc.Creative
Realities helps clients use the latest omnichannel technologies to
inspire better customer experiences. CRI designs, develops and
deploys consumer experiences for high-end enterprise-level
networks, and is actively providing recurring SaaS and support
services across diverse vertical markets, including but not limited
to automotive, advertising networks, apparel & accessories,
convenience stores, food service/QSR, gaming, theater, and stadium
venues. The company has operations across North America with active
installations in more than 10 countries.
Contacts
Media InquiriesChristina
Daviescdavies@ideagrove.com
Investor Relationsir@cri.com
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