QSR is one of the first sectors to get back on its feet as the Covid-19 lockdown eases. We look at how QSR brands have modified their practices. As the Covid-19 pandemic evolves, we have all had to adapt in some way to a seemingly ever-changing set of rules around how we interact. Quick Service Restaurant (QSR) businesses have adapted relatively well to wide-ranging measures to either remain open or re-open.

Consumers have relished the opportunity to click and collect or get food delivered as soon as it became available. A study by strategy and marketing firm Simon-Kucher & Partners says 67% of food consumption before the lockdown was away from home. During lockdown, the figure dropped to 45% but the study predicts a return to 63% in the following 6–12 months.

The Simon-Kucher & Partners report also reveals that sanitisation standards are a value driver in the new normal, as you’d expect when consumers are worried about health and wellbeing. A sanitised service perhaps benefits household QSR brands the most. In their open kitchens, it’s plain to see how hygiene standards are rigorously maintained.

So, just how is it, that for the most part, the industry has re-opened, and maintained open locations, and serviced a surge in demand from the public?

Controlled tests

McDonald’s opened 15 locations at the end of May, based on their proximity to its distribution centre. By opening just a few drive-thru locations, it could test the measures it had put in place before offering a more extensive service. Fortunately, this delivered positive results, and it has now opened 271 sites for takeaway.

Leveraging the gig economy

Walk-to and drive-to chains like Five Guys, McDonald’s and KFC used gig economy delivery door-drop services such as Uber Eats and Just Eat. The move helped to ramp up Uber Eats’ orders by 160% through the lockdown period. By using delivery platforms, the chains can drive sales without risking crowding, and give people an alternative to the enormous drive-thru queues seen across the nation.

Throttling the traffic

Companies such as Starbucks have actively encouraged click and collect (via its app), to reduce levels of contact between customers and staff. Domino’s ruled out a collection service, with the service moving to contactless-only delivery.

What next?

Now lockdown measures are gradually easing, QSR restaurants need to start thinking about their futures. Starbucks is focusing on coffee-to-go and closing some of its traditional stores. It is rolling out dozens of pickup locations over the next 18 months.

As well as using an app for orders, in Italy, Burger King is trialling table reservations. It hopes to create a reliable, safe, socially distant eating experience. Back in the UK, Japanese chain Wagamama is planning a series of safety measures, including safety hosts, moveable screens, and contact and trace measures as per government guidelines.

It will be fascinating to see what the next 12 months bring for the industry, given all that has happened, and the uncertainty around what could, and will occur. The best thing we can do, as these examples show, is try and stay on the front foot, to maintain a clean, safe and low-friction experience for all customers.

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