As the restaurant industry struggles to grow revenues amidst a challenging environment, brand differentiation is likely to be the key factor to drive revenues in the future. Menu innovation and better customer service via digital platforms are the two key areas where quick service restaurants are looking to distinguish themselves from other players. While Starbucks and Dunkin’ Brands already have successful mobile order and pay systems, fast food companies such as McDonald’s and Burger King – owned by Restaurant Brands International (NYSE: QSR) — are in the process of launching their digital ordering platforms this year. Burger King is likely to roll out this system in the next few months, ahead of McDonald’s expected year-end launch, giving it a first mover’s advantage. An efficient model can give Burger King an edge for the few months when McDonald’s does not have its digital platform rolled out. Shorter queues and wait times could help attract customers, though food quality and menu are likely to be the key driving factors in the long term.
https://www.forbes.com/sites/greatspeculations/2017/05/15/mobile-payment-options-should-drive-growth-for-mcdonalds-burger-king/#1b50b0854280
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