The 9 ways a branded app can be a game-changer for your QSR business

QSR consumers who order online want a fast, super-convenient service. They lead busy lives, and love knowing that ordering restaurant-quality food is literally at their fingertips.

Combine this changing consumer behaviour with factors such as urbanisation, the rapid proliferation of mobile devices and high-speed internet and it’s not surprising that the online food delivery market has grown steadily over recent years and is expected to continue on the same upward trajectory.

To aggregate or not to aggregate – that is the question

For QSRs, a critical decision is how to manage online and mobile ordering. Many have traditionally relied on third-party aggregator platforms like DoorDash, Uber Eats and Just Eat/Menulog.

But whilst these platforms do a good job of bringing in orders, they do so at the high price of loss of control, data and branding. So here we explore the alternative, which is to have your own branded ordering app and website – and nine transformational ways in which it can be a game-changer for your QSR business.

Today’s customers value convenience – they want to ‘order their own way’, and they want it to be simple and straightforward. With an aggregator app, the customer experience is outside of your control – but with your own branded app or website, you can be sure your customers are getting the ordering experience and convenience they crave.

Today’s QSRs cannot afford to separate in-store and digital experiences –customers expect every touchpoint to be linked. An online ordering app, integrated with loyalty programs, and in-store kiosks, is a vital part of this digital integration, helping you to deliver a seamless experience. You can manage their experience to be an extension of your restaurants, tailoring the menu layouts, images and descriptions, and you can communicate directly with your customers via push notifications, in-app messages, and targeted offers.

All QSRs know that customer data is gold. It’s what enables you to understand your customers’ behaviours and buying patterns, and to develop future menus, offers and campaigns. But who owns the data about customers who order through an aggregation site? The aggregator, that’s who. They own the customer relationship, and you are essentially ‘renting’ access to the customer for each transaction. Sure, they’ll share some data with you, but it will be limited, consolidated and controlled. You are unlikely to get the valuable stuff – like contact details for marketing or behavioural or historic insights.

If you have your own ordering site or app though, it’s a different story. You own all of the customer data, which is invaluable in helping you to map the decision process your customers go through, including identifying the points at which you risk losing them. Your customer data is the key to understanding how to attract and retain customers, and uncovering insights that enable you to build long-term, profitable customer relationships.

Customisation is the modern-day customer service: Offering choices and tailoring the experience to individual needs is today’s highest form of customer service, catering to diverse preferences: from tech-savvy introverts, to those seeking personal interaction. The data and insights from your online ordering app enables you to leverage data for personalised communication and to cater to different customer preferences. This customisation can include leveraging cultural moments too – enabling you to align product offerings and marketing with cultural events and occasions, to drive relevance and tap into existing social behaviours.

Aggregator apps give customers access to a wide variety of restaurant options, but that is where the problem lies for you as a QSR. Your customer comes to the site intending to buy from you, but is tempted by an offer from one of your competitors and places an order with them instead. Whereas on your own site, they only see your menu, your visuals, messages and offers – with no distractions.

Your brand is one of your most valuable assets. A generic listing on a third-party app does little to reinforce it. In contrast, a dedicated ordering app and website serve as digital brand touchpoints. They use your logo, colour schemes, tone of voice and imagery, aligning with your other marketing campaigns and enhancing brand recall. A branded app helps you maintain relevance for current and future audiences, adapting your brand to evolving requirements whilst retaining its core DNA. Your app and ordering process are a valuable part of building loyalty and ensuring customers love your brand!

Talking of customers who love you, loyalty is undoubtedly one of your top priorities. For loyalty programs to give you maximum benefit, they should ideally be integrated into all the ways that customers purchase from you – the store, the kiosk and online ordering. Having your own branded app and website means that you can integrate your loyalty program, and customers can earn and spend points with every order, creating a consistent and rewarding experience that drives advocacy and repeat visits.

Speed and reliability are non-negotiable in the QSR world. Customers expect mobile and web ordering to be fast, intuitive, and always available. With an aggregator site, you can’t influence performance - but with your own app, you can manage and monitor to ensure it is always ready to meet the demands of your customers.

While aggregator platforms may seem like a quick win, and certainly offer a simple way to get started with online ordering, in the longer term they are a less viable option. Their fees add up fast, eating into already slim margins. A branded ordering solution puts you back in control. Once deployed, it typically delivers lower long-term costs per transaction, while giving you the flexibility to create your own promotions and pricing strategies.

More importantly, you’re investing in your own digital ecosystem, not someone else’s. You build equity with your customer base, you own the relationship, and you reduce reliance on third parties who can change terms at any time.

Built for QSR IT Teams, Backed by Experts

The Redcat Hospitality IT Platform is the perfect way to build your app. Our online food ordering system will get you up and running fast, with your own branded app and website.

Ready to Take Control of Your QSR’s Digital Future?

If you’re looking to enhance customer engagement, streamline operations, and take ownership of your digital presence, a branded ordering app and website is the strategic move. Contact us today to schedule a demo and see how we can help your QSR thrive in the digital era.

Aggregator vs branded ordering app: What’s best for your QSR?