The franchising industry has always been dynamic and quick to adapt emerging trends, especially in the food and beverage space. And that’s simply because the consumer’s preferences too have been evolving rapidly.
The franchising industry has always been dynamic and quick to adapt emerging trends, especially in the food and beverage space. And that’s simply because the consumer’s preferences too have been evolving rapidly.
Narrowing down to the ice cream franchising industry, here are some trends that we have seen emerge and consolidate in the last couple of years:
Focus on quality of Ingredients: Increasingly, consumers are seeking food options that are of better quality than what is offered to them by local and lesser known brands. This is leading to a rising demand for QSRs that bringinternational brands and are known for their consistent quality around the world. Also, Franchises that emphasize fresh ingredients, organic options, and customizable menus to accommodate various dietary preferences and restrictions are gaining popularity too.
Technology Integration: Quick service restaurants are increasingly incorporating technology to enhance customer experience and improve operational efficiency. This includes integration of their services with web and mobile ordering apps and online delivery platforms;digital loyalty programs to keep track of customers buying behaviour; e-bills as a way to not just offer digital bills but also measure customer satisfaction and as a marketing tool; tech enabled digital screens to keep the customer engaged in-store and even mobile ordering kiosks among other things. Adopting these technologies helps streamline operations and caters to the growing consumer preference for digital interactions.
Delivery and Takeout Dominance:Most franchises now report a solid contribution of take home and delivery options to their total business. The sheer convenience of food delivery and takeout options means that their popularity will only continue to soar in the years to come. This necessitates partnering with third-party delivery services or developing your own delivery infrastructure to meet the rising demand for off-premises dining. Additionally, as a corollary, businesses need to optimizetheir take away packaging to ensure food quality during transportation.
Innovation is key: The QSR landscape is diversifying fast, with franchises offering international flavors as well as ethnic cuisine. Consumers are showing great interest in exploring new tastes, and flavours as well as new formats that help enjoy the product experience even better. QSR brands that continue to rest on their past laurels and don’t innovate risk being outperformed.
Customization and Personalization: Customers increasingly seek personalized experiences. QSR franchises therefore offer build-your-own options, allowing customers to customize and tailor their chosen meal to their preferences. This trend caters to the desire for uniqueness and individuality amongst today’s gen Zs.
Virtual Brands and Dark Kitchens: The rise of delivery and takeout has led to the emergence of virtual brands and dark kitchens. Virtual brands are digital-only restaurant concepts that operate out of existing kitchen spaces, offering a separate menu and brand identity. Dark kitchens are delivery-only facilities that cater to one or multiple brands. These could be virtual or omnichannel brands. This allows QSR franchises to expand their reach without traditional brick-and-mortar locations
Baskin Robbins has been at the forefront of integrating emerging trends into its business model and its store operations. As a consequence, today it is not only the largest franchisor in the ice cream space but also within the entire QSR industry. Last year alone, over 100 new franchisees tied up with us in India taking our overall count of franchised stores to over 850.
About the Author: Mohit Khattar is the CEO & Director at Graviss Foods PvtLtd (Baskin Robbins)
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