As consumers continue to monitor their discretionary spending, cutting back on many “non-essentials” and prioritizing value, some QSRs are focusing on making guest experiences personal to help stand out and keep customers coming back. Studies show that 80 per cent of consumers are most likely to do business with a company that offers personalized experiences, so offering customization might be a good way for operators to stand out.
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Here are some of the QSRs and their recent strategies:
Wendy’s is giving their classic Frosty a customizable makeover. Traditionally only offered in chocolate or vanilla, with the occasional seasonal LTO in the mix, they have now announced Frosty Swirls and Frosty Fusions, coming soon to the menu. These additions let customers add in various sauces and mix-ins, combined to create brand new, customizable flavours.
Chick-fil-A’s newest menu items include the return of the Smokehouse BBQ Bacon Sandwich, but this time around, there are three options for guests to choose from (grilled, spicy, or original) to create their own customized smoky twist.
Taco Bell’s Value Box, originally introduced in 2024, has been expanded this year to offer customers a larger choice of the items they would like to include with their combo. Guests have their choice of four items including the chalupa (bean, beef, chicken, or steak), taco (soft or hard bean, soft or hard beef), burrito (beef or cheesy bean and rice), and a side (chips and cheese, Fries Supreme bean, Fries Supreme beef, Nachos Supreme bean, or Nachos Supreme beef).
Secret menus, often made famous on social media, offer customers a different version or a “hack” to improve or customize menu items, allowing for a personalized dish and exclusive experience. For example, the Apple Pie McFlurry is on the McDonald’s secret menu, and it means asking for staff to blend two apple pies into a McFlurry, creating something original and custom. While these items are not featured on the official restaurant menu, secret items are a fun way for customers to influence their food choices with their favourite flavours and combinations.
Personalization is one way that operators can add value for their guests, without including discounts or compromising their margins.
Title image from Chick-fil-A
