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Welcome to the home of 
2024 Emerging Experience Study!

The 2nd edition of the Emerging Experience report is here.
Published in partnership with the QSR magazine, this year's study examines the performance of the new restaurant prototypes of 10 of the leading QSR brands, comparing them to their legacy locations. Download the report to find out where the world of QSR is headed!

DOWNLOAD THE REPORT
THE STUDY MEASURES 4 EMERGING EXPERIENCES ACROSS 10 OF THE LEADING QSR CHAINS.
No. of Mystery Shops 

We performed 900 visits from January to February 2024 across 10 brands to measure the performance of new QSR prototypes, compared to legacy experiences.

Innovation & Legacy Experiences 

Visited three locations for each brand, including one innovation location and two legacy locations in the same geographic area.

Key Emerging Experiences

The study looked at four different experiences: In-store kiosk ordering, Mobile ordering for Drive-thru pickup, Mobile ordering for the window, and Drive-thru experiences.

Tech innovation boosts customer satisfaction

3 out of 4 innovation experiences received higher satisfaction scores compared to their legacy counterparts. 

Tech innovation leads to speed improvements for digital orders

Investing in technology has streamlined digital order processing for pickup. Whether customers were picking up their orders in a drive-thru, pickup window, or food locker, the study reveals that these innovations have reduced the time spent picking up.

 

Innovation drives accuracy

The data suggests that the overall order accuracy scores of 3 out of 4 innovation experiences outperformed those of the legacy experiences.