Survey: Restaurant brands investing in several digital areas
March 20, 2025
Technology is rapidly changing the restaurant industry.
In an increasingly competitive restaurant industry, leveraging direct ordering, streamlining technology, and using data to personalize customer experiences are ways to stand out.
That’s according to the sixth annual State of Digital Report from Qu, a restaurant POS platform company. Based on data from 170 restaurant brands across 85,000 locations, the report details how chains are aiming to improve operations and drive long-term growth.
“When restaurants own the guest relationship and bring all their data together, they stop operating in the dark,” said Amir Hudda, CEO of Qu. “Our report’s findings make it clear: holistic, integrated tech gives brands the clarity and agility they need to navigate changing market dynamics and stay ahead of the competition. For franchise systems, this connectivity translates into stronger P&Ls, justifiable tech fees and a more compelling pitch to prospective franchisees.”
[READ MORE: Survey: Restaurant leaders optimistic for 2025; plan to invest in…]
Qu’s 2025 State of Digital Report identified six trends driving fast-casual and quick-serve restaurant profitability this year:
- Shift from third- to first-party ordering: According to Qu’s survey, 40% of brands say first-party digital sales represent their biggest revenue growth potential in 2025, followed by catering (24%) and on-premises ordering (14%). For QSRs, more than half (55%) eye first-party ordering for revenue growth, outpacing drive-thru and third-party apps. Fast-casuals follow with 36% prioritizing direct digital channels. By reducing reliance on third-party platforms, Qu says brands can control costs, improve unit-level economics and expand personalized loyalty and marketing efforts.
- Consolidating tech systems unlocks efficiency and prepares brands for AI: Nearly two-thirds (64%) of brands are simplifying their tech stack, transitioning to unified systems to reduce costs and eliminate tech debt, and aligning the underlying data infrastructure and models. Qu notes this simplification is freeing up resources for growth and accelerating access to richer data insights. For franchises, streamlined systems reduce onboarding time, lower training costs and make scaling easier.
- Data-driven personalization unlocks guest engagement: While loyalty program participation lags, with 85% of guests still unreachable through traditional programs according to Paytronix, operators are shifting investments. Loyalty spending dropped 8% year-over-year, but investments in guest data platforms increased by 11%.
- Kiosks ease labor strains: More than six-in-10 (62%) brands are adding kiosks, with adoption even higher in QSRs (80%). While kiosks are becoming more common, Qu says operators are primarily using them to reduce labor pressures and give guests more flexibility by speeding up service while enhancing the in-store experience.
- Smart kitchens drive accuracy and productivity: With 70% of brands citing order accuracy and team productivity as key operating challenges, many are adopting smart kitchen tech that uses unified data and AI to optimize workflows, minimize errors and improve speed of service, leading to a more consistent guest experience.
- Digital sales level off, pushing brands to focus on profitability: After years of rapid growth, digital sales have plateaued, rising just 4% over the past three years. Qu says this signals a shift from chasing volume to refining operations, balancing on-premises and off-premises channels and using data to build sustainable, long-term profits.
“In the rush to ‘go digital,’ many brands built their tech stacks like a Jenga tower — unstable, ready to topple and blocking innovation,” added Hudda. “With digital sales growth now stabilizing, restaurants must focus on dismantling these disconnected, legacy systems and adopting more modern, flexible approaches. The next phase of growth lies in using unified data to create more value for guests, improve staff efficiencies and drive lasting profitability.”
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