QSR brands should build emotional engagement as delivery apps dominate | WARC | The Feed

Much of the battle for QSR supremacy in the US happens on smartphones, but brands are fighting not just against competitors, but also third-party delivery apps that disintermediate the connection between brand and consumer.

Why it matters

According to data.ai, McDonald’s, at #2, is the only quick service restaurant (QSR) brand to make it into the top five apps for QSR ordering, with aggregators filling up the rest of the list; this underscores that consumers often pick a QSR to order from based on convenience.