July 21st, 2011 By Jack Morton
Though the vast majority of purchases are still made at physical stores, we can all see the writing on the brick-and-mortar walls: buyer behavior is moving online.
But one industry whose storefronts are here to stay: Quick Serve Restaurants. Because the spontaneous, on-the-go meal may be the one thing Apple can’t squeeze into the iPad 2.
So while e-tailers can carefully control each customer experience throughout the online journey, QSR marketers have thousands of locations, disparate store managers, part-time employees, often mishandled POP, and limitless miles between them—and their customers.
The implication: this industry will continue to struggle, not with positioning or demand, but with a consistent brand experience.
QSR, meet J.A.C.K.