New Ipsos Research Finds Winning QSR Mobile Experiences Combine Digital Convenience with Operational Excellence

Ipsos North America today released the Ipsos 2026 Channel Check-In | QSR Mobile Ordering Experience Study: a comprehensive evaluation of digital ordering and pickup performance across quick service and fast casual restaurants and the brands delivering best-in-class mobile ordering experiences.

Produced by Ipsos in partnership with The Coca-Cola Company for the third consecutive year, this study combines insights from a survey of 1,700 U.S. consumers who had visited a quick-service restaurant within the past 30 days and approximately 2,700 mystery shops conducted across 40 leading restaurant brands.

The research found that mobile ordering has become a mainstream channel for quick-service restaurants, with 74% of QSR customers reporting they have used a restaurant’s mobile app to order ahead. However, customers are not looking for increasingly complex digital experiences. Instead, they want apps that deliver convenience, value, customization, and, most importantly, flawless order fulfillment.

The study found that digital convenience and value have become baseline expectations in QSR mobile ordering, with leading brands differentiating themselves through strong execution, fulfillment quality, and customer value. Consumers ranked receiving an accurate order, food quality comparable to in-store purchases, and food served at the correct temperature as the three most important elements of the mobile ordering experience. Exclusive deals, customization options, and time savings followed closely behind.

“While the industry continues to drive digital innovation and competition in that regard is fierce, it is still good ole brand promise delivery that creates loyalty that lasts. Whether you are building your own tech stack or buying an app ‘off the rack’, how that tech integrates with your frontline team is what really matters,” said Brad Christian, Chief Commercial Officer, Ipsos Experience.

"Digital ordering has become the new front door to the restaurant experience. As consumers increasingly engage through mobile apps, the brands that stand out are those that make the experience simple, rewarding, and reliable at every step,” said Josh Gurley, VP of FSOP Transformation & Strategic Growth, The Coca-Cola Company North America. “These findings provide a roadmap for how restaurant operators can meet evolving customer expectations and build stronger loyalty."

The study evaluated 40 restaurant brands and recognized top performers across the dimensions most important to consumers: Digital Experience & Value, Speed & Pick-Up Execution, and Food & Beverage Quality.

This year’s award winners include:

• Taco Bell - Best Brand Overall and Best Brand: Digital Experience & Value
• Panera Bread – Best Brand: Speed & Pick-Up Execution
• Five Guys – Best Brand: Food & Beverage Quality

Overall, the findings suggest that brands will win the future of mobile ordering not by adding more technology, but by combining digital convenience and value with operational excellence. The strongest performers consistently execute the fundamentals that matter most to customers.

About the Study

Ipsos surveyed 1,700 US consumers aged 18-75 who had visited a quick-service restaurant within the past 30 days. The study included a MaxDiff exercise to identify the operational and experiential attributes most important to consumers when using a restaurant’s mobile app to order ahead. Those consumer priorities were then used to develop a weighted scoring model for approximately 2,700 mystery shops conducted across 40 restaurant brands, allowing Ipsos to evaluate brand performance based on the factors customers value most. Findings reflect both consumer perceptions and observed brand execution.

About the Channel Check In | QSR Mobile Ordering Study Awards

Brands were evaluated across three dimensions: Digital Experience & Value, Speed & Pick-Up Execution, and Food & Beverage Quality. Performance scores were derived from mystery shopping results and weighted according to the priorities consumers identified in the survey. Awards recognize the highest-performing brand overall and within each category.