Five Ways Quick-Service Restaurant Brands are Serving Up Customer Engagement

July 19, 2017

By ANA Staff

In an increasingly crowded space, quick-service restaurant (QSR) brands are finding it hard to differentiate themselves from competition and connect with consumers. Dig in and see five ways brands are keeping things fresh with customer loyalty apps, experiential events, creative campaigns and more.

  1. Creativity. Taco Bell must always be true to its brand mission of being available, accessible, fast, and affordable. However, there are lots of ways that Taco Bell can use creativity and cultural relevancy to behave and appear as a smaller, indie brand might.
  2. Loyalty. While Dunkin’ Donuts has always had a strong and deeply rooted fan base, it recognized that consumers would naturally wander to other coffee companies or choose to brew at home. Using a brand loyalty app, Dunkin’ Donuts keeps customers engaged and incentivized and continues to build loyalty for its brand.
  3. Sensations. For the launch of the new Dark Roast, its first new coffee blend in 50 years, Tim Hortons invited real customers to try it in an entirely “blacked-out” restaurant which heightened their senses of taste and smell.

  4. Cultural relevance. How can an 80-year old brand improve its relevance in a highly digital world? Carvel Ice Cream shared how it uses content marketing, social media, and pop culture icons to surprise and delight fans.

  5. Experiences. McDonald's wanted to reconnect with its millennial audience, who had over time disengaged with the brand. To do this, McDonald’s launched a 24-hour campaign that included interactive events in 24 cities across the globe.

Want more examples of brands who are innovating in the food and beverage category? Click here to read ANA’s Food and Beverage Industry Vertical, which features brands like Shake Shack, Nestlé, and Chuck E. Cheese.