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Who doesn’t love indulging in a juicy burger, some crispy fries, and a calming beverage to go alongside?
Fast-service eating places (QSRs) are the proper vacation spot to fulfill cravings whereas on the go or from the consolation of our properties. Therefore, it gained’t come as a shock that the QSR trade in North America has witnessed a major transformation in recent times, and is predicted to achieve a valuation of US$ 454.3 billion by 2030.
This additionally implies that buyer expectations are larger than ever. Not solely do they need comfort and selection but additionally a seamless and fascinating expertise at each touchpoint of their shopping for journey. So it’s important for QSR manufacturers to ace their buyer engagement technique to keep up an edge over opponents.
Let’s deep dive into three main examples of manufacturers that perceive their clients’ pulse and are nailing their buyer engagement:
QSR Manufacturers Excelling at Buyer Engagement
1. Taco Bell 
Amongst the quite a few campaigns run by Taco Bell, one of the vital standard ones is round Nationwide Taco Day. A lot in order that Nationwide Taco Day has now change into synonymous with Taco Bell, and its artistic buyer activation actions have resulted in digital gross sales attaining greater than 20% share of the corporate’s combine.
In 2021, Taco Bell launched its server on Discord, a chat platform with 150 million month-to-month energetic customers, to crown a “taco champion” by way of a Taco Trivia occasion. It additionally raided different Discord channels tapped by competitor manufacturers like Jack within the Field, Scorching Subject, and Chipotle by freely giving free tacos. Aside from this, it positioned easter eggs on Reddit and throughout different social channels.
Thus far, Taco Bell’s Discord channel is energetic for followers to attach with others with related style buds and ‘taco ’bout something Taco Bell’. Taco Bell additionally makes use of the channel to host giveaways and enjoyable contests, and collect buyer suggestions.
Equally, on Nationwide Taco Day this yr, Taco Bell launched its fan-favorite “Taco Lover’s Move” on the Taco Bell app at a reduced value. This supply was unique to “Rewards Members” and allowed them to redeem a taco day by day for 30 days.
To boost extra hype round this, Taco Bell gave 100 Rewards Members the prospect to snag free passes by way of the Tuesday Drops touchdown web page within the app. The code to get the free go was sprinkled throughout Taco Bell’s social channels. The whole marketing campaign was promoted throughout Taco Bell’s channels and communities, similar to electronic mail, social media, SMS, and Discord. Moreover, Taco Bell used this momentum to launch its all-new Toasted Breakfast Tacos menu.
Whereas the outcomes of this yr’s marketing campaign are but to be launched, when Taco Bell launched the Taco Lover’s Move in 2022, it resulted in 20% new Rewards members. It additionally generated a 16% renewal price for patrons opting right into a second month.
 Takeaway: Having a loyalty program in your QSR model is crucial, however what’s much more essential is making it engaging sufficient for shoppers to affix. You are able to do this by launching engaging offers for loyalty members, constantly participating members similar to by way of campaigns round key festivals and different events which are related to your model, and specializing in community-building. |
2. Wendy’s 
Wendy’s has a historical past of revolutionary buyer engagement campaigns and is known for all the time going ‘all out’ with its advertising technique.
One in all their annual campaigns is for NCAA March Insanity, for which it’s the sponsor and “official breakfast and hamburger”.
For the 2022 March Insanity marketing campaign, Wendy’s rolled out a particular menu, limited-time affords on choose objects (similar to their Dave’s Single for a buck), and advertisements starring NBA legend Reggie Miller. The ‘slam-dunk’ offers have been app-exclusive and designed to spice up app downloads and buyer engagement. They have been promoted on Wendy’s web site, social media handles, push notifications, electronic mail, and so on.
Aside from this, Wendy’s unveiled ‘Wendyverse,’ a branded digital actuality expertise situated on Meta’s Horizon Worlds platform. This was a continuation of Wendy’s distinctive method to social media, gaming, and engagement impressed by Wendy’s merchandise and retailers.
Wendyverse was promoted throughout all of Wendy’s channels, similar to social media, web site, app, electronic mail, and SMS. This helped to stir the thrill of followers across the match and elevated in-store purchases, supply orders, and in-app gross sales.
General, the launch of Wendyverse was an enormous success:
- 52 million customers reached between March 13 – April 30 by way of Meta advertisements
- 650 million+ social media impressions generated
- #1 in day by day energetic customers throughout all of Horizon Worlds
- Visited by over 10,000 followers inside the first 7 days
- 16% of return customers inside the first 7 days
- 112% carry in web site visits
| Takeaway: Whenever you plan your buyer engagement campaigns, comply with an omnichannel technique that syncs your communication throughout a number of channels to make sure consistency within the messaging. This includes delivering the appropriate content material to the appropriate clients on the proper time and throughout all touchpoints. |
3. McDonald’s 
McDonald’s, the world’s largest fast-food chain, has pioneered buyer engagement. They’ve invested considerably in digital improvements that cater to their buyer’s evolving wants and preferences, leading to enhanced buyer experiences and elevated model loyalty. In accordance with QSR Journal, McDonald’s was essentially the most downloaded foods and drinks app in 2022 worldwide (127M) and within the US (40M).
Listed below are a few of the key companies and advantages McDonald’s offers on its app and web site which have contributed to its success:
- Enticing welcome affords and freebies
- McDonald’s loyalty program ‘MyMcDonald’s Rewards’ that clients can enroll themselves in. The factors collected may be redeemed for affords primarily based on objects obtainable in numerous level tier teams.
- Choice to pre-order by way of the app to avoid wasting time for curbside or entrance counter pickups and dine-ins.
- Unique offers on McDonald’s favorites within the app, similar to Free Fries Friday.
- Contactless cellular order and pay possibility.
Aside from this, McDonald’s frequently launches numerous interactive campaigns. One in all their most well-known campaigns was the “Trick. Deal with. Win.”
After noticing a sample of lowering restaurant visits throughout October, McDonald’s launched a month-long program to tempt clients again throughout the post-summer and pre-holiday hustle and bustle.
Clients needed to peel recreation items from the packaging of chosen McDonald’s merchandise or use the app to gather tokens and enter any of the 27 day by day sweepstakes. This could give them one in a 4 probability of successful their alternative of prizes immediately.
The marketing campaign was promoted throughout all McDonald’s shops within the US, on tv, social media, electronic mail, SMS, and even on the product packaging. By way of the marketing campaign McDonald’s was in a position to attain over 10 million shoppers, and the recognition of its app skyrocketed.
Listed below are the outcomes:
- 1.3 billion sweepstakes entries
- 4.1 million app downloads
- 31 million web site visits,
- 6.5 million registrations,
- 93% larger buyer engagement
| Takeaway: Utilizing gamification may be a good way to supply a enjoyable and interactive expertise to your viewers. It could encourage them to spend extra time in your app/web site, set your model aside from opponents, and go away a memorable expertise. It is likely one of the finest methods to drive engagement and conversions, and bridge the hole between your on-line and offline choices. |
In a Nutshell
The above campaigns are wonderful examples of how QSR manufacturers can efficiently execute artistic buyer engagement campaigns and bridge their on-line + offline choices to supply the most effective of each worlds to their clients. Whereas innovation is a core component, delivering a pure and satisfying expertise is equally essential. This requires a deep understanding of buyer wants and preferences, and leveraging rising applied sciences that assist to reinforce the shopper expertise. QSR manufacturers that put their buyer on the heart of their enterprise mannequin will create loyal and enthusiastic clients who ultimately change into model advocates.
The put up From the Counter to the Coronary heart: Artistic Recipes of three QSR Manufacturers Acing Buyer Engagement appeared first on MoEngage.
