© Forrester Research, Inc. All rights reserved. Executive Summary Gone are the days of stove-piped, manual ordering experiences. Here to stay is an integrated digital experience that puts consumers firmly in charge of the point of order/point of sale experience. Restaurants must meet consumers where they are with integrated, seamless order and delivery experiences —online, by app, or on-premises —and build digital relationships with them to remain relevant. Mastercard commissioned Forrester Consulting to evaluate customer behavior engaging with quick service, fast casual, casual, and coffee or bakery dining establishments. Forrester also evaluated the digital strategies that these restaurant types are deploying to better understand how customer needs are being met and where there are opportunities. To accomplish this, Forrester conducted an online survey with 2,312 global consumers who frequent these types of restaurants and 427 global technology, operations, and customer experience professionals who lead or influence point of order and point of sales experiences. We found that restaurants need to exploit the growing digital bond with their consumers by fully developing and using digital capabilities and, in the process, make the digital experience a seamless extension of the in-person experience. The result? Happier consumers who will buy more.
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