Success in the quick-service restaurant industry is traditionally about understanding what customers want and delivering it to them with minimal friction.

However, the complexity of it all means brand leaders often source data from several systems to assess how the business, a franchise, or even a single store might be performing.

At a time when it’s more important than ever before to quickly aggregate customer data and turn it into actionable insights, it’s essential to utilise the programs and software available to you to ensure you are evolving with the needs of the consumer.

By closely monitoring your brand performance, you can improve operational efficiency – a key cornerstone to your success or otherwise. No longer is it enough to simply adapt your customer relationship management software, the puzzle is now bigger and bolder than one lone piece.

Experience has become the key. Utilising your robust data supply chain is the lock. Together, you’re able to establish a truly worthwhile customer relationship that has them ordering and working within the channels you dictate – only too happy to be part of your community.

In a competitive industry like this one, companies will pounce on any opportunity for differentiation, so it’s no surprise that there’s an ongoing arms race to provide customers with unique and exciting branded experiences at every possible opportunity.

The most important thing is to ensure that when you do this, you’ve listened to the customer in every way possible first.