Dogged focus on customer convenience – Customers’ worries and apprehension about prolonged external exposure are not going to go away soon. Even after the un-lockdown, customers will remain wary of stepping out for long periods of time and coming in contact with a lot of people. QSRs are best placed to innovate and find ways to reach customers where they feel safe – be it their homes, offices or even cars. Those that have a strong technology backbone need to leverage it and launch creative solutions to address customer anxieties, and offer unparalleled convenience and access to the brand, as the customers like it – be it through delivery, take-out or drive-thru.
 
Leverage the sweet spot of ‘every day value’ – Apart from health, the pandemic has also had economic repercussions, with many people staring at prolonged economic uncertainty. As a result, customer spending is going to be cautious, especially for discretionary items such as eating out. Conscious of the alleged health risks, customers will increasingly look for trusted but value for money eating destinations and the eating out trend will move towards every day value. QSRs will be in a sweet spot as customers both from road-side vendors and fine dines, will start coming to QSRs for branded, hygienic yet affordable food. So even though the size of the eating out market may shrink, the market share of QSRs that can leverage the ‘every day value’ trend to their advantage will increase.
 
Adopt a ‘Digital-first’ state of mind – It is imperative for brands to take an omni-channel view of customers. Covid-19 will probably be the strongest catalyst in driving this paradigm shift and ushering in a digital revolution in the QSR industry. QSRs must focus on building a smart and effective tech infrastructure to cater to the various evolving needs of customer both at the front-end as well as at the back-end. Whether it is enhancing the delivery experience at home, enabling contactless payments at restaurants, introducing new, safer and more convenient ways of reaching consumers in their cars or even deploying marketing campaigns, a robust digital backbone will be the strongest weapon in any QSR’s arsenal to bring their omni-channel strategy to life.
 
Invest in your people – Lastly, as the founder of McDonald’s, Ray Kroc said, take care of your people and the business will take care of itself. Employees are your biggest brand ambassadors and the true force behind your growth. In these very uncertain and challenging times, make sure you go the extra mile to reassure your people and support them in every possible way to navigate these choppy waters. Leave no stone unturned to address their anxieties, ensure their safety and well-being and invest in their growth. If your people believe in you, you will be unstoppable.