Our latest research on Quick Service Restaurants (QSR) in the UK has shown that basic customer experience (CX) measurements are being overlooked. Across various restaurant categories, inaccurate orders, long wait times and poor staff attitudes are big areas of concern, hampering the future success of many of the eateries on the UK high street.

As an example, let’s look at the burger and chicken sector; almost half of diners who were surveyed in our recent performance index reported inaccurate orders and 4 in 10 of those diners experienced excessively long wait times. In addition, 20% faced bad attitudes from staff.

These CX challenges are not confined to just burger and chicken establishments. Visitors to leading coffee shops also experienced dissatisfaction, with a quarter of those surveyed revealing the same disappointing experiences with service. And a third of diners at more upmarket restaurants reported issues with inaccurate orders and long wait times, also with 20% complaining about poor staff attitudes.

It’s no secret that competition is fierce on the UK high street. Ensuring that guests are receiving excellent service – or at the very least, having their dissatisfaction addressed, can be the difference between success and failure. In the past year alone the industry saw popular Italian restaurants like Jamie’s Italian, Strada, Carluccio’s and Prezzo experience a significant number of location closures. It is a tough market to succeed in, and with access to countless social media channels at our fingertips, it is all too easy for a guest to tell the world about their (bad) experience. Restaurants that effectively address these challenges are more than likely to thrive well into the future.

Not only are dine-in guests reporting bad experience, the proliferation of food delivery services are extending the restaurant’s reach into guest’s homes. 4 out of 10 respondents reported dissatisfaction with delivery speed and, perhaps even more importantly, with the quality of the food. At a period in time when consumers are time poor and would like the convenience of quality food delivered to their door, this is a worryingly high figure.

Getting CX right is critical for a restaurant’s continued success. If you’d like to talk to us about how we can help you implement measures to improve your CX programme, please get in touch.

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