A new report on QSRs from market research firm Ipsos revealed
that Taco Bell is leading the pack in terms of mobile ordering.
The Ipsos 2026 Channel Check-In: QSR Mobile Ordering Experience Study, produced in partnership with The Coca-Cola Company,
combines insights on mobile ordering experiences from a survey of 1,700 U.S. consumers who had recently visited a QSR and approximately 2,700 mystery shopping trips conducted across restaurant
brands.
Respondents stated the three most important factors in mobile delivery are order accuracy, food quality comparable to in-store purchases and food served at the correct
temperature. Exclusive deals, customization options, and time savings followed closely behind.
According to those criteria, Taco Bell was chosen the best brand overall, as well as the
best brand for digital experience & value. Panera Bread was the best brand for speed & pickup execution, and Five Guys was found to be the best brand in food & beverage quality.
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The study also found that 74% of QSR customers reported they had used a restaurant’s mobile app to order ahead, indicating that “mobile ordering has now become a mainstream channel for
quick-service restaurants.”
“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.
The study goes on to establish that “digital convenience and value” are now just baseline expectations in terms of
QSR mobile ordering, as consumers also expect apps that deliver customization and “flawless order fulfillment.”