As delivery services disintermediate, QSR brands should build emotional engagement

Mingthoy Sanjur, Jeremy Cline, and Bret Smith

Examines the need for QSR brands to foster emotional connections with consumers at a time when delivery apps interrupt the brand experience.

This article is part of the March 2022 WARC Spotlight US series, “For QSR brands, a menu of disruption, digital, and dazzle”. Read more

The fast food and QSR industry is traditionally known as the home of the dine-in and drive-thru. You’ll be hard-pressed to find someone, especially in America, who hasn’t hungrily stared at a menu through a car window or sat with friends and family in a heavily-branded restaurant enjoying a delicious meal. Whether McDonald’s, Wendy’s, Burger King or any other fast-food restaurant, the iconography and branding of QSR is institutional in nature and responsible for how...

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