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Fast food consumers hunger for greater personalization and expanded digital options. Here’s how a major U.S. breakfast chain leverages its first-party data to satisfy that demand, develop new products and services, and nurture fierce devotion.


America’s appetite for quick-service restaurants appears insatiable: forecasters expect the QSR market to grow by $122.8 billion between 2020 and 2024. But the sector’s evolution is complicated by rapidly changing customer expectations, including skyrocketing demand for personalized loyalty rewards and expanded digital ordering and payment options.

QSRs that embrace this digital-first future and deliver frictionless, contactless, hyper-personalized experiences gain more than increased customer satisfaction and incremental sales. They also generate an unprecedented flow of first-party customer data, deriving profound new insights into what customers really want and how to fulfill — or, better yet, exceed — those expectations, in turn fostering the intense loyalty that keeps people coming back again and again.

What are QSRs?

Quick-service restaurants, or QSRs, are family-friendly establishments commonly offering handheld menu items (e.g. burgers, sandwiches, wraps, and tacos), limited seating, and drive-thru/takeout options.

Blur image of fast food restaurant, use for defocused background.