As quick service restaurants (QSRs) accelerate their shift to contactless experiences, the true engine behind this transformation is not just the visible technology—mobile apps, kiosks, or digital menu boards—but the data and analytics layer that powers every stage of the customer and operational journey. For digital leaders, CIOs, and marketers, understanding how to harness data and analytics is essential to delivering seamless, personalized, and profitable contactless experiences.
The pandemic fundamentally changed how customers interact with restaurants, pushing digital and contactless channels to the forefront. According to industry research, 93% of QSR leaders report significant or radical changes to their business, with 65% identifying major gaps in their digital offerings. The winners in this new landscape are those who have rapidly invested in data-driven capabilities—enabling them to predict demand, optimize kitchen workflows, personalize offers, and enhance loyalty programs at scale.
Contactless experiences begin long before a customer places an order. Unified data platforms and advanced analytics allow QSRs to forecast demand with precision, drawing on real-time inputs from mobile orders, in-store kiosks, and third-party delivery platforms. By integrating data from POS, digital channels, and inventory systems, restaurants can:
For example, leading QSRs use machine learning to analyze transaction patterns and external factors (like weather or local events), enabling them to adjust inventory and labor allocation in real time. This not only improves operational efficiency but also ensures a consistently high-quality customer experience, regardless of order channel.
The shift to digital and contactless channels has unlocked a wealth of first-party customer data. By centralizing this data in a customer data platform (CDP), QSRs can build rich, unified profiles that power real-time personalization. This enables:
A global QSR chain, for instance, unified its data across more than 1,500 locations, enabling real-time personalization and a potential $470 million revenue uplift over three years. Another brand leveraged a mobile-first CRM program to deliver personalized rewards, resulting in a 40% increase in guest spend and a 30% rise in average weekly visits among loyalty members.
Data and analytics are the backbone of seamless, contactless journeys. From the moment a customer browses a menu on their phone to the instant their order is ready for curbside pickup, unified data platforms ensure:
Smart kitchen technology, powered by integrated data, further streamlines back-of-house operations. Automation, IoT devices, and predictive analytics help crews manage fluctuating demand, reduce errors, and maintain food quality—regardless of order volume or channel.
To fully realize the benefits of data and analytics, QSRs should adopt a holistic, cross-functional approach:
Modern QSRs are investing in robust customer data platforms that unify millions of transactions per minute, enabling:
These platforms not only drive higher conversion and loyalty but also provide the agility to adapt to changing customer behaviors and market conditions.
The impact of data and analytics on contactless restaurant experiences is clear and quantifiable:
The future of contactless dining is data-driven, omnichannel, and relentlessly focused on the customer. By investing in unified data platforms, real-time analytics, and a culture of experimentation, QSRs can deliver the hyper-personalized, seamless experiences today’s guests demand—while driving operational excellence and sustainable growth.
At Publicis Sapient, we help QSRs break down silos, harness the power of data, and build the digital foundations for the next era of restaurant innovation. Ready to transform your contactless experience? Connect with us to discover how data and analytics can drive your next wave of success.