Winning the digital diner: Key CX opportunities for F&B brands
Smaller brands are proving that size isn’t everything. In our latest research evaluating the digital experience of 20 leading UK and international F&B brands, Nando’s (86%), GBK (81%), and YO! Sushi (81%) outperformed global giants like McDonald’s, KFC, and Burger King, by providing seamless ordering journeys from the moment a customer landed on their website to clicking submit order at checkout. These findings highlight some of the key CX opportunities for F&B brands looking to gain a competitive edge through superior digital experiences.
With an average score of 72%, the sector is performing well overall. However, we identified five areas where fragmented digital experiences are holding brands back from increasing direct orders and building stronger customer relationships:
Friction in the ordering process
A smooth checkout experience is essential for conversions, yet:
- 45% of brands require customers to create an account to check out
- 30% force customers to download an app to place their order
Key information missing from menus
Menus should be easy to access and provide all information a diner needs, however:
- Only 40% of brands allow customers to see which items cater for a specific dietary need - like vegetarianism, veganism or being gluten free - without having to click into every item
Poor visibility of loyalty programmes
Loyalty programmes are a powerful way to drive repeat business and influence the purchase decision, but:
- 30% failed to advertise their loyalty programme in a prominent place, negating its effectiveness in encouraging customers to register (and download the app)
Low sustainability and accessibility scores
Sustainability is no longer a nice to have, and with accessibility requirements becoming more stringent, both should be clear areas of focus, yet:
- Just 15% of website’s carbon emissions were under the target of 0.5g CO2e per page view
- Only 40% got full marks for accessibility across all pages tested
Missed opportunities for personalisation
A key benefit of downloading an app and creating an account is being able to streamline the ordering process, yet:
- 0% of brands allow customers to favourite an item for easy ordering
The opportunity for F&B brands
As more diners choose to order direct from restaurants rather than through third-party platforms, the opportunity is clear: invest in a digital experience that is seamless, inclusive, rewarding, and personalised.
Brands that do will not only increase direct sales but also build stronger, longer-lasting relationships with their customers.
Want the full picture?
These are just some of the key insights from our research. Dig deeper into the data and how these insights can be used to improve the overall experience by downloading the F&B report.
Inside you’ll find:
- The full ranking of 20 the F&B brands
- Best-in-class digital CX examples
- Deeper insights into each statistic and what they mean for the overall experience
- Actionable recommendations to improve your digital journey
