How QSR Brands Are Dominating the Franchise Landscape

Quick service restaurants (QSRs) are often the first segments people envision when they think of franchising — and for good reason. The category is dominating in food, with the global QSR market size valued at $763.4 billion in 2022 and $846.5 billion in 2023. 

Here’s a look into why the category is continuing to reign supreme with consumers and how brands can stand out in the growing market.  

Speed and Convenience

One of the key reasons behind the success of QSR franchises is their commitment to providing fast and convenient service. This is something that became particularly important during the COVID-19 pandemic, and it has lingered ever since. 

“There's still remnants of COVID — people learn habits,” said Dan Rowe, CEO of Fransmart. “Convenience and remote ordering are not going away, and it plays better with QSR than it does with full-service restaurants.” 

Drive-thru services, mobile ordering and delivery options further enhance the convenience factor, making QSRs the go-to choice for consumers with busy lifestyles. At Rise Southern Biscuits and Righteous Chicken, there are only kiosks to order from to streamline the ordering process. The franchise has also implemented the use of heated lockers for people to pick up their food. This is something that chief operating officer Brian Wiles believes helps with third-party delivery and online ordering. 

“I think flavor is really important, but then there is convenience of ordering and picking up the food as well,” he said. “Speed of service is critical. When people think of QSR, they want it quick.” 

Price and Value

Another critical factor contributing to the dominance of QSR restaurant brands is their emphasis on providing value for money. 

“The world's in a tough place and value matters,” said Rowe.

QSRs have mastered the art of offering affordable and competitive pricing without compromising on quality. Pollo Campero*, for example, is a fast-casual restaurant chain focused on providing guests with better chicken offerings. The menu was designed to honor the brands’ origins in Central American cuisine while also creating a top-notch fried chicken in a QSR setting. 

“Everyone is trying to get into the chicken category right now, '' said Luis Javier Rodas, managing director and COO. “We have very dedicated customers with a very high ticket price. Our customers spend a lot more money with us than most other brands.” 

Additionally, QSRs tend to offer a variety of value meals, combo deals and promotions. These strategic pricing structures make these restaurants an accessible choice for a diverse range of customers, contributing to customer loyalty and repeat business.

How QSRs Can Stand Out

Standing out in the QSR landscape requires a combination of authenticity, innovation, and a commitment to meeting the evolving needs and values of consumers. Successful QSR brands understand that differentiation goes beyond the product and extends to the overall brand experience, creating a lasting impact on customers and setting the stage for long-term success.

One of the simplest ways QSR brands can stand out in such a crowded market is by having great customer service, said Wiles. 

“How are you treating your crew and how are they treating your guests?” he asked. “Our managers can make all the difference in how they interact and engage with our guests to the regulars, new guests and to the third-party drivers. We have to treat people well and be kind to each other. That goes a long way and is always remembered.” 

Another factor that is becoming increasingly important is having a great app. Rowe pointed out that, though it's common for brands to have an app that includes features such as online ordering and loyalty programs, not all of them have a great user experience. Mastering the user experience of that app is key for standing out amongst the competition. 

“How many times do you open an app and it just drives you crazy,” he said. “You can’t cycle through it quickly, it hangs up, it gives you the wrong order. So it’s important to have a really good, intuitive app.” 

As the QSR industry continues to evolve, those brands that prioritize customer experience and adapt to changing preferences are poised for long-term success in this dynamic and lucrative market.