The Experience Economy Invasion
How QSRs are transforming from food vendors into entertainment destinations
Since 2017, labor costs for full-service restaurants have grown by 73.9%, compared to a 60.2% increase for QSRs, but the real competitive advantage isn't in cost savings—it's in reimagining what QSRs can be beyond just food delivery mechanisms.
Restaurant marketers grappling with increased data privacy concerns and continued economic pressures will need to further accommodate evolving consumer expectations and engagement in 2024. This is especially true for their loyalty programs. But the solution isn't better points programs—it's turning QSRs into entertainment destinations.
The most forward-thinking brands are recognizing that Generation Z and millennials have used QSRs much more than older generations, and these digital natives expect experiences, not just transactions. They want their dining choices to be Instagram-worthy, socially connected, and gamified.
Think beyond traditional loyalty programs to immersive brand experiences. QSRs are experimenting with AR menu boards that let customers see their food being prepared in real-time, mobile games that unlock exclusive menu items, and social features that let friends compete for rewards. Some locations are testing VR ordering experiences and interactive tables that respond to touch and gesture.
There is, however, a relatively untapped reservoir of engagement potential for restaurant, pizza and QSR brands in mobile gaming. The brands winning this space aren't just adding games to their apps—they're building entire ecosystems where ordering food becomes part of a larger entertainment experience.
Imagine a QSR where your mobile app includes a city-building game, and every purchase helps you unlock new buildings and rewards. Your favorite items give you special power-ups, and you can compete with friends to build the most impressive virtual city. The physical restaurant becomes a portal into this digital world, with AR experiences that extend the game into the real space.
The QSRs that survive the next decade will be those that master the art of making eating out feel like an event, not a chore. They'll compete not just with other restaurants, but with video games, social media platforms, and entertainment venues for customer attention and loyalty.
Sources:
Toast Tab QSR Industry Trends 2025
QSR Web Restaurant Operations Predictions 2024
PreciTaste QSR Success Trends 2024