A recent study of Twelve Quick Service Restaurant brands conducted by Mystery Customer Pty Ltd, has found that over half of QSRs (Quick Service Restaurants) fail to upsell.
The study, which was performed as part of Mystery Customer’s industry benchmarking program, comprised a series of mystery shopping audits of various QSR’s in multiple locations to find out how they faired against key performance indicators and where there was room for improvement.
The three main areas that were assessed included:
- Presentation of Premises
- Staff and Customer Service
- Meal Processes, Presentation and Quality
The brands that were mystery shopped included: Burger Edge, Crust Gourmet Pizzas, Grill’d, Healthy Habits, Jesters, Noodle Box, Pie Face, Salsa’s Fresh Mex Grill, Sumo Salad, Sushi Train, Wok in a Box and Zambrero.
Each brand was mystery shopped twice, each at a different location. Overall, twenty-four mystery shopping audits were conducted to create the report.
The most interesting and alarming statistic that came out of this report was that 54% of the QSRs did not attempt to up-sell to the mystery shopper.
In a time when wages, rent and now electricity prices are extremely high, it was surprising to find that this crucial selling technique was being forgotten.
Mystery Customer’s Terry Ashton says “QSR businesses need to take the initiative to monitor their sales process so that they can get the most value per customer transaction. By simply making sure that the service staff member always attempts an up-sell, the average transaction of the sale could be increased anywhere between 10-40%.”
Another interesting revelation from the study was that three out of four stores visited did not have their front counter clean and clear from clutter, a finding that was highlighted in a recent expose by the Sydney Morning Herald in which Fast-food chains were added to hygiene ‘name and shame’ list.
Overall, the QSRs did, however report well in other areas with all venues scoring 100% for:
- Well maintained rubbish bins
- The meal order taken within a reasonable period of time
- Staff members were able to answer questions on the menu
- Orders were filled correctly
- Food was tasty
- Bill was accurate
For the full report, call us on 1300 601 234 or email [email protected].