QSR chains across the global industry are considering a move back to human centred operations, switching from technology.
Global industry leaders believe the QSR sector will focus on human interaction in the future, as the days for Artificial Intelligence and touchscreens look to be numbered.
A main driver has been customer demand for a more human-centric approach. This is a common theme throughout the QSR market, branching across various chains of food and beverage outlets.
Starbucks has announced it will phase out its mobile order and pickup-only stores, admitting they “lack warmth.” By the end of next year, more than 1,000 U.S. cafés will be refreshed as part of the company’s largest-ever investment in its people, first signalled in June.
This move has coincided with the uncertainty of 75,000 jobs in the U.S. market, and has been viewed as a timely reminder that in QSR, human connection remains central to the brand experience.
While automation and reduced staffing may seem like a route to higher productivity and lower costs, it risks missing the point: people are the heart of QSR. In an increasingly digital world, customers still value interaction, ritual, and experience. For sector leaders, putting humanity back at the centre is more important than ever.
One of the strongest influences advocating for the return to human-centric operations is the sense of community. Fostering a sense of togetherness is important for a brand to create loyal customer relationships and return business, as well as the customer experience they desire.
With the industry currently under the job-loss-microscope, moving away from technology and innovation has been a strategic way for QSR chains to maintain their workforce, support local communities, but increase revenue through higher volumes of business.
While this model looks good on paper, it is a case-by-case scenario. Larger chains can afford to experiment with these changes, allowing smaller businesses to learn from the process, encouraging growth.
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