How QSRs are hitting on the customization trend

By Erin Hargis, Food IQ insights

We live in a world where customization is expected. We want control over portion size, toppings, burrito contents, and how many pumps in our latte. Customization hasn’t slowed down, and in fact, consumers are now concerned with gluten options, food allergies, and substitution. In the QSR segment, sometimes customization is easier talked about than executed. It’s time to look at how QSRs are handling the customization demand and the latest trends in consumer demands.

'Me' Society

When you think about it, it’s natural that quick-service establishments would be expected to offer customization on the menu. Customers frequent QSR establishments because they want their order now, and they want it to be just as good as the last time they dashed through the drive-thru. A recent report from FoodThink titled "QSRs and America’s Changing Tastes" revealed that 40 percent of consumers consider menu variety to be extremely or very important to them when choosing a QSR, almost regardless of their age, gender, income or other factors.

Customization began with the burger wars between Burger King and McDonalds. We all remember the BK slogan “Have it Your Way,” and McDonald’s counter attack with “Made for You.” Since then, customization hasn’t slowed down, and it has extended way past the food world. Consumers want the control: from cell phones to computers, to the design of your car and beyond, we live in a customized-crazed culture and consumers expect this in all aspect of their lives.

Drivers

Besides the “me” mentality, what is driving this customization trend? One factor is diet and health. Customers are increasingly more aware of what they eat and the affect it has on their health. Whether it’s a true medical diagnosis or an effort to be healthier, gluten intolerance and food allergies have increasingly become more discussed on the menu in an effort to draw in new customers and keep old ones coming back, for example. 

The truth is, only about 1 in 100 people (1 percent) have celiac disease. However, according to the Celiac Disease Foundation, gluten-free living appeals to about 30 percent of US adults. So how can quick-service establishments cater to those demanding gluten-free menu items? QSR chain Lyfe Kitchen is tackling this demand by dividing their menu into four segments: everything, gluten-free, vegetarian, and seasonal items. A setup like this allows them to cater to the particular eater and the traditional eater in a way that isn’t fussy or complicated.

Another tactic operators across all segments are using is menu redesign. By highlighting what is gluten-free, low in calorie, and identifying the source (when possible), customers immediately feel as if they are getting a customized experience. Fast casual superstar Chipotle is the leader in menu redesign: by providing customers with transparency, they are boosting customer retention and even customer loyalty.

High tech

The answer to customization for some QSRs lies in the technology. Touchscreens and order-ahead apps allow customers to pick and choose what they want their meal to contain, and in the process, the order accuracy is increased. 

Customers are responding favorably to the Domino's app due to its transparency and accuracy and nearly 50 percent of all sales come from digital channels. The app lets you pick each and every topping and even offers a pizza slot machine feature for those who just can’t decide what kind of pie they want. Once ordered the app shows the progress of your pizza as it’s being made and uses GPS tracking to allow customers to pick the store that’s closest to them.

In January, White Castle added two touchscreen ordering kiosks in their hometown of Columbus, Ohio, as part of a pilot project, and McDonald’s is testing a similar system in Laguna Niguel, California. There, customers can order from iPads that allow them to choose from 20 different toppings and sauces to create custom burgers that are grilled to order.

White Castle vice president Jamie Richardson describes the choice for digital kiosks: “We are 100-percent reliable on our people to create a memorable experience. The kiosks free them up even more to provide that hospitality. To us, it’s important to have that convenience that is important to you at home, in the airport, or in your car match the experience at White Castle.”

Catering through crowdsourcing

At the heart of customization is knowing what your customers want to customize. Burger giants Wendy’s and McDonald’s are attempting to understand their consumers’ desires through crowdsourcing.

USA Today recently reported that Wendy’s was testing custom burgers in two Columbus, Ohio, restaurants, by reportedly offering customers a five-step process. According to the article, customers choose their protein, type of bun, type of cheese, and any sauces or toppings. This build-your-own approach to ordering has been successful for fast-casual chains like Five Guys, but Wendy’s is testing the system to possibly adopt it into it’s high-volume, drive-thru scene.

A similar endeavor is being rolled out by McDonald’s, but CEO Don Thompson is careful to warn that, “We have to make sure the foundation is strong enough to accept the digital innovations … and customization and personalization [of menu items] at the level we want to achieve at McDonald’s.”

Getting it right

For customers, customization is all about getting what they want, when they want it. Whether this is in the form of expanded menu items, redesigned menus, digital ordering, or build-your-own, QSRs have a lot of options for appealing to the needs of the customers.

It starts with listening to your customers and expanding your menu. Or, offering options that appeal to their needs. Listen to the consumer and they will tell you want they want