Complexity, Simplified.

Built on speed and convenience, the Quick Service Restaurant (QSR) industry is undergoing a sweeping and significant transformation. From the outside, a restaurant visit still looks familiar—fast quality food, efficient transactions, and consistent, customer-centric service. But behind the scenes, operators are managing an unprecedented level of complexity to achieve this. From fragmented tech ecosystems to increasing consumer expectations to demands for frictionless experiences, today’s QSR brands are navigating more moving parts than ever before—while still being measured by how quickly and accurately they can serve a burger and fries. As Leo Coates, Coates’ CEO explains: “The industry is at a critical inflection point. QSR operators are facing unprecedented complexity with rapid technology, AI, and data evolution, integration challenges, and rising customer expectations. These forces are reshaping the operating environment.”

The scale of the industry is hard to ignore. In the U.S. alone, the QSR market is worth nearly USD 290 billion and is set to grow to nearly USD 470 billion by 2034. Australia is also surging, with the market expected to more than double from AUD 29.13 billion (USD 18.36) in 2024 to AUD 70.24 billion (USD 44.26) in just ten years. Japan, one of the largest QSR markets in Asia, is also experiencing strong growth. The market size was USD 58.6 billion in 2024 and is expected to reach USD 104.1 billion by 2033. That kind of growth brings enormous opportunity—but also layers of operational, technological, and customer-related complexity that must be managed to compete and scale effectively.  

So, what does complexity actually mean for QSRs? Complexity is not one, but a network of multiple interconnected challenges shaping and redefining how restaurants operate at every level. QSR brands are managing multiple customer touchpoints at once: drive-thru, mobile, self-service kiosks, front counter, delivery and pickup. Each channel requires consistency and integration, both in service and in technology. Meanwhile, technology stacks are growing faster than they can be streamlined—digital signage, content management, POS systems, kitchen and operational systems, loyalty programs–each often with its own vendor, its own platform, and its own data. And while customers want personalisation at every step, delivering that experience at scale adds yet another layer of operational nuance. 

The Customer Experience at the Centre 

The true impact of managing this complexity is felt where it matters most: in the customer experience. Fast, easy, and reliable—that’s the baseline. Customers want their experience to feel seamless, whether they’re ordering from a self-service kiosk, in the drive-thru, through the app or at the front counter. They expect to customise their meal, see accurate wait times, earn loyalty points, and get exactly what they ordered—all without complications. 

And when brands get this right, the impact is powerful. Positive impressions lead to loyalty. Seamless tech gives customers a sense of control. Positive emotional experiences foster deeper brand connection. And when something goes wrong, how it’s resolved can make all the difference.  

In recent research conducted by Coates, it was found that 27% of customers prefer to order through self-service kiosks, 11% still opt for the front counter, 32% prefer the drive-thru, and 30% choose mobile ordering. This spread across multiple channels underscores the critical need for QSR brands to deliver seamless, integrated experiences—wherever and however customers choose to interact. 

From a brand perspective, great customer experience directly drives growth. It shapes perception. It influences repeat business and increases perceived value and customer advocacy. In short, it’s not just about food anymore. It’s about how the entire ecosystem—people, process, and technology—works and makes the customer feel.  

Seamless Operations Drive Standout Experiences 

 Behind every seamless customer journey is a connected restaurant ecosystem—where marketing, operations, and service all align through the right technology. The most successful QSR brands run like high-functioning machines, connecting real-time ordering systems, hardware and data, to consistent menu presentation and system integration—every moving part needs to work together.   

Coates’s role is to help QSR brands take this complexity and simplify it. Whether that is seamlessly integrating content management systems with digital signage,  incorporating traditional signage and wayfinding solutions to create a fully connected restaurant environment, or act as a single point of accountability across technology infrastructure, digital hardware, software, installation and support, in a large-scale technology deployment. As Leo describes it: ”Coates operates at the heart of QSR experience ecosystems—simplifying the complex in unique ways that have been enabled by our years of QSR experience”. Enabling these to work together and communicate effortlessly to deliver a unified customer experience, is what drives Coates.  

This goes beyond just delivering technology. Leo explains: “We’re not just a provider of technology—we’re a partner in making QSR operations smarter, simpler, and more human.” Jeff Miller, Coates’ Chief Product Officer, adds: “What makes Coates unique is our position at the intersection of customer, employee, and restaurant experiences. We are not just building tech—we’re helping QSRs navigate what is next by combining our products, services, and partnerships into bigger-picture solutions.”  

Strategic Partnership Redefined 

As changes unfold more rapidly, the ability to anticipate, adapt and scale with confidence becomes increasingly critical. But achieving success takes more than just great tools—it requires a trusted partner who sees the full picture. One who understands the industry landscape, knows how every piece fits together, and can help align technology, operations, and customer experience into a unified strategy.  

With over 60 years of experience supporting some of the world’s leading QSR brands, Coates is proud to be one of those partners. Coates offers end-to-end expertise, working closely with customers to design and deliver solutions that address today’s needs while preparing for tomorrow’s challenges. Coates creates connected restaurant ecosystems with a single point of accountability—ensuring seamless execution at every stage.  

Looking Ahead – Complexity, Simplified. 

Brands that embrace complexity as a catalyst for innovation, will be the ones that thrive.  

As QSRs evolve, Coates is proud to support that transformation—not just with technology, but with the insight, strategy, and expertise that contributes to moving the industry forward. By simplifying the complex, we help brands stay focused on what they do best: delivering value, growing their business and creating the best possible experiences for their customers. 

Now more than ever, there’s immeasurable value in being able to anticipate, understand and manage the amounting complexity. And that is exactly what Coates delivers—Complexity, Simplified.