Consumers’ Growing Desire For Meals On The Move Via Mobile
A significant number of consumers want their favorite quick-service restaurants (QSRs) to offer mobile ordering via applications. Yet a relatively small percentage of restaurants offer that functionality. Costs and fraud concerns are cited as reasons for the hesitation to offer first-party ordering and the decision to use third-party services instead. The latest Mobile Order-Ahead Tracker shows that QSRs must balance the opportunities of a continuing positive trend – where more consumers are eating outside of the house – with a wariness of the risks of digital ordering.
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