CMO Council Maps Ways to Speed More Personalized Service to 40% of Americans Who Regularly Go to Drive-Thru Restaurants
2024年6月19日 - 9:00PM
The CMO Council and uKnomi, an “in-the-moment-marketing” platform
provider, today released a strategic brief advocating a new
AI-powered service model for uplifting customer engagement and
experience at 200,000 drive-thru locations nationwide.
Some 70% of the $350 billion in U.S. quick service restaurant
(QSR) sales comes from the drive-thru channel, which has multiplied
as a result of Covid and the nation’s growing appetite for speedy,
tasty, convenient and affordable meals away from home.
Using “Real-Time AI Interaction at the Point of Transaction,”
the playbook shows how personalization can boost drive-thru
revenue by 20% through more relevant suggestive selling
per order, repeat visits, increased frequency, and customer
advocacy. Mainstream deployment of digital AI in drive-thru lanes
is expected to:
- Automate individual customer knowledge gathering at scale
- Leverage personal meal preferences and order history
insights
- Prompt added-value, higher-margin menu suggestions
- Acknowledge and reward frequent customer visits better than
mobile apps
- Speed up accurate drive-thru service and build consumer brand
preference
“Far too many QSRs are hitting the brakes on digital
transformation,” notes Donovan Neale-May, executive director of the
CMO Council. “QSRs instead need to shift into high gear and adopt
in-the-moment marketing systems to identify customers, accelerate
personalized human interaction, improve efficiencies in ordering
and suggestive selling, integrate near-frictionless registration to
loyalty programs — and boost revenue.”
Further, the strategic report maps ways to personalize and grow
drive-thru revenue through a marketing-in-the-moment model. The
model consists of five key components working together to get the
personalization engine humming:
- Real-time anonymous recognition
- Intuitive, real-time engagement
- Guest intelligence and analytics
- Operational visibility + lift
- MarTech value + ROI
“Consistency, speed and accuracy are paramount to successful
drive-thru operations,” says Dan Wheeler, CMO at Uncle Julio’s and
former head of global innovation at Dunkin’ Brands. “Future
drive-thru wars will be won by those investing in near-field
communications, vehicle and voice recognition, CRM-driven menu
personalization, and digital payment technologies.”
Marketing-in-the-moment service models, such as the uKnomi
visual and digital ID system, measurably improve order fulfillment,
transactional volume, operational efficiency, repeat visits and
order value. At the same time, they mitigate some of the issues
associated with highly trafficked drive-thru restaurant
operations.
“AI platforms have the power to revolutionize industries by
unlocking insights that were previously hidden, optimize
decision-making, and assist people to perform tasks and improve
service more effectively,” says Johann van der Westhuizen,
Co-Founder and CEO of uKnomi. “Restaurants don’t only serve food,
they provide hospitality, and in the fast-paced world of QSR
drive-thru, guest experience is driven by fast, friendly and
frictionless service. uKnomi is all about creating better
experiences. We leverage the best of technology (AI or otherwise)
to bolster those experiences, enabling our clients to surprise and
delight their guests.”
For business leaders looking to stay on top of the latest trends
and innovations in the ever-changing QSR environments, the CMO
Council has created a new Drive-Thru Marketing community that can
be found here.
A complimentary copy of the strategic report can be found here:
https://www.cmocouncil.org/thought-leadership/reports/real-time-ai-interaction-at-the-point-of-transaction
About uKnomiuKnomi is an AI-driven,
“in-the-moment-marketing” platform enabling chain restaurant
operators to digitally transform how they recognize all customers
in the drive-thru and empower service staff to deliver more
personalized, predictable and rewarding experiences. By
understanding individual customer visit frequency and preferences,
restaurant operators can provide a faster, more friendly and
efficient service through personalized interactions,
recommendations and perks that lead to greater visits, customers
and sales. Learn more at www.uknomi.com.
About the CMO CouncilThe Chief Marketing
Officer (CMO) Council is dedicated to high-level knowledge
exchange, thought leadership and personal relationship building
among senior corporate marketing leaders and brand decision-makers
across a wide-range of global industries. The CMO Council’s 16,000+
members control more than $1 trillion in aggregated annual
marketing expenditures and run complex, distributed marketing and
sales operations worldwide. In total, the CMO Council and its
strategic interest communities include over 65,000 global marketing
and sales executives in over 110 countries covering multiple
industries, segments and markets. Regional chapters and advisory
boards are active in the Americas, Europe, Asia Pacific, Middle
East and Africa. The Council’s strategic interest groups include
the Customer Experience Board, Digital Marketing Performance
Center, Brand Inspiration Center, Marketing Supply Chain Institute,
GeoBranding Center, and the Coalition to Leverage and Optimize
Sales Effectiveness (CLOSE). To learn more,
visit https://www.cmocouncil.org.
Media Contact:Kevin
Sugarmanksugarman@cmocouncil.org