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Qu's 2025 State of Digital Report: Insights for Restaurant Success

Qu, the leader in the cloud-native Unified Commerce Platform, has released its sixth annual State of Digital Report, bringing valuable insights for fast-casual and quick-service restaurant (QSR) operators. The study, which analyzed data from 170 brands across 85,000 locations, identifies crucial trends that can help businesses thrive in today's competitive environment.

Growing Relevance of Direct Ordering

One of the report's core findings highlights a significant shift toward direct ordering. A notable 40% of brands have recognized that digital sales from first-party channels offer their most substantial revenue growth potential in 2025. This includes catering (24%) and on-premises ordering (14%). For QSRs, 55% are focusing on first-party ordering, noting its potential for greater revenue growth compared to traditional drive-thru or third-party app channels. This emphasis on first-party sales allows operators to manage costs effectively and foster more personalized customer engagement strategies.

Streamlining Technology for Enhanced Efficiency

The current landscape reveals a trend toward consolidating technology systems, with approximately 64% of brands opting to simplify their tech stacks. This move aims to cut costs and minimize legacy tech issues, ensuring a seamless integration of data and operational capabilities. Brands are realizing that unifying their technological infrastructure can open doors to richer data insights necessary for leveraging AI innovations and improving overall operational efficiency. For franchise models, streamlined tech adoption equates to faster onboarding and lower training expenses—a win-win for brand expansion efforts.

Data-Driven Personalization and Consumer Engagement

Another intriguing insight from the report focuses on the importance of data-driven personalization for customer engagement. Despite an observed drop in loyalty program participation, there has been an 11% increase in investments toward guest data platforms. Acknowledging the need to tap into guest data effectively, operators are increasingly investing in technology that enables real-time communication. As Chris Demery, CTO of Blaze Pizza, shared, by utilizing Qu's cutting-edge technology, they can enhance guest experiences through proactive engagement, like notifying customers when orders are ready. This kind of actionable data is vital for predicting customer preferences and driving satisfaction, leading to increased repeat visits—a notable revenue boost of up to 10% for just one extra visit per guest annually.

Addressing Labor Challenges with Technology

A focus on managing labor pressures has led to the implementation of kiosks, with 62% of brands planning to introduce them, particularly in the QSR segment, where adoption has surged to 80%. Kiosks primarily serve to alleviate staffing concerns while providing guests with more control over their dining experience, thereby accelerating service efficiency.

Adopting Smart Kitchen Technologies

With the need for improved order accuracy and team productivity recognized as a pivotal operational challenge for 70% of brands, many are turning to smart kitchen technologies. These systems utilize unified data and AI to refine workflows, enhance speed, and reduce error rates—resulting in a more consistent and satisfying customer experience.

Shift in Focus from Volume to Profitability

Over the past three years, digital sales growth has stabilized at only 4%, prompting many brands to pivot their focus from increasing sales volumes to honing operational efficiencies. This requires balancing on-premises and off-premises sales while utilizing data strategically to cultivate sustainable profitability.

The Cornerstone of Future Success: Unified Data

At the heart of the Qu report lies a fundamental takeaway: the future success of restaurants hinges on the ability to unify and make sense of their operational data. Those restaurants that construct a cohesive technological ecosystem capable of integrating first-party channels and data insights will secure a competitive advantage that fosters long-term growth. Moreover, this analytic connectivity becomes an attractive resource for recruiting potential franchisees and accelerating market expansion.

As Amir Hudda, CEO of Qu, articulated, many brands have constructed their tech infrastructures in a precarious manner, often leading to inefficiencies that stifle innovation. With digital sales growth plateauing, there's an urgent need for restaurants to dismantle these outdated systems and adopt flexible, modern approaches.

In conclusion, the Qu 2025 State of Digital Report serves as an invaluable resource for industry players seeking to navigate the digital landscape effectively. To delve deeper and access the complete report, click here.

About Qu

Qu is redefining the restaurant point-of-sale experience by creating a truly connected environment for guests and operators alike in fast-casual and QSR venues. Using Qu's industry-leading, cloud-native Unified Commerce Platform, restaurants can integrate ordering, operations, and guest engagement, driving loyalty and repeat visitation. Based in Arlington, Virginia, Qu is supported by prominent restaurant entrepreneurs and investors. For further details, visit qubeyond.com and connect with us on LinkedIn.