Mobile Maturity Model
Quick Service
Restaurants

Helping qsrs leverage mobile

In the quick service restaurant industry today, there’s a huge amount of untapped opportunity in the mobile space. To help QSRs better understand how they can leverage the smartphones in their customers’ pockets, we conducted a three-part study.

First, we surveyed 2,500 QSR diners to find out what they really want from mobile. Then, we developed our Mobile Maturity Model, a proprietary tool designed to assess brands’ mobile experiences. Finally, we assessed 75+ quick service restaurants, evaluating their mobile offerings across the six areas QSR customers consider most important.

Through our research, we identified a particularly valuable audience segment and discovered what some QSRs are doing right, plus what many are getting wrong. All of these insights are in our full report, which you can download below.

Qsr Customer Insights

How Diners Are Using Mobile

We conducted a large-scale survey to find out how diners are using mobile in quick service restaurants today, plus what mobile features they want to see from restaurants in the future.

A Promising New Audience

Our research uncovered a new audience QSRs should get to know. We’re calling them the High Mobiles. Representing 31% of all QSR diners, High Mobiles are actively engaging with QSR apps, and they’re hungry for more. Find out exactly what makes this audience so appealing in our full report.

  • of all respondents use mobile inside QSRs

  • of all respondents use mobile every time they visit a QSR or regularly

  • of all respondents have at least one QSR app on their phones

mobile maturity model

Benchmarking Tool

In order to evaluate brands’ mobile capabilities, we’ve created a proprietary benchmarking tool called the Mobile Maturity Model. The tool evaluates the mobile experiences a QSR is currently delivering to its customers, assessing the quality and sophistication, comparing competitor offerings and identifying opportunities for growth.

Categories Measured

The Mobile Maturity Model measures how well QSRs are delivering in the six areas QSR customers say are most important to them.

Benchmarking

Top Scoring QSRs

Of all the QSRs we benchmarked, these three received the highest overall scores, indicating they’re leading the industry in giving customers what they want via mobile. Download the full report to find out which QSRs we scored and who made the top 20.

  • Domino's
  • Starbucks
  • Taco Bell

Want to dig deeper?

Download the full QSR report by filling out the form. Or, get in touch with us at qsr@dminc.com