Cbinsights-解除麥當(dāng)勞的束縛：傳統(tǒng)快餐業(yè)如何被打亂 2022 Unbundling McDonalds How the traditional fast food industry is being disrupted

2022

Unbundling

McDonald’s:

Howthetraditionalfastfood

industryisbeingdisrupted

Whereisallthisdatafrom?

TheCBInsightsplatform

hastheunderlyingdata

includedinthisreport

Clickheretosignupforfree

Theriseofdigitalfoodordering—

alongsidelastinglaborandsupply

chainshortages—isforcingquick-

servicerestaurantstoreinvent.From

conversationalAItoservingrobots,

here’showstartupsareunbundling

theworld’slargestfastfoodchain.

Fastfoodsuperstar

McDonald’s

hita5-yearrevenuehighof$23B

in2021,markingalmost21%YoYgrowthasglobalCovid-19

restrictionsonrestaurantswerelifted.

Thecompany’simpressivetoplinegrowthcanbepartiallyattributed

toitsdigitalefforts,suchastheMyMcDonald’sRewardsprogram

anditsfocusondigitalordering,whichnowmakesupathirdofthe

company’ssales.

However,successinthequick-servicerestaurant(QSR)industryis

nevercertain,especiallyamidever-changingconsumerbehaviors,

laborshortages,andongoingsupplychaindisruptions.

Inthefaceofthesechallenges,startupsarecontinuously

innovatingtosupportfastfoodrestaurantsinmitigatingoperational

roadblocksandrespondingtonewconsumerdemands.Below,we

lookathowthesecompaniesareunbundlingMcDonald’s,from

roboticfoodpreptoautonomousdelivery.

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Note:Thisgraphicisnotexhaustiveofthespace.Categoriesarenot

mutuallyexclusive.

Foradeeperdiveonwheretheindustryisheadednext,checkout

ourreporton

TheFutureofFastFood

.

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Categorybreakdown

?Omnichannelcustomerexperience:ThissegmentfeaturestechsolutionsthathelppersonalizetheQSRcustomerexperience,bothonlineandoffline,toboostloyaltyandretention.

?Emergingfastfoodbrands:ThesenewrestaurantformatsandemergingbrandsaredisruptingthetraditionalQSRbusinessmodel.

?Restaurantoperations:Companiesinthissegmentareusingfoodwastemanagementsolutionsandothertechnologytomakeordering,preparing,andservingfoodmoreefficient.

?Delivery:Theseplatformsandtechnologiesareleveragingnewdeliverymethodsandbusinessmodelsaimedatreducingcostsforfastfoodrestaurantsandincreasingconvenienceforcustomers.

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Omnichannelcustomerexperience

CONVERSATIONALAI

ConversationalAI

powersvirtualassistantsthatcantakeorders,

upsell,integrateloyaltyprograms,andanswerquestionsfrom

guests.Thistechallowsrestaurantstoallocatestaffforother

taskslikefoodprepandorderfulfillment.Itcanalsopersonalize

orderrecommendationsbasedonlocaltrends,theweather,and

itemavailability.

FastfoodbrandslikeMcDonald’shavebegunusingvoiceAIin

drive-thrusaswellasforphoneandSMSorders,voiceassistants,

andmobileapps.

?InSeptember2019,McDonald’sacquired

Apprente

,whichofferssound-to-meaningconversationalAI,toautomatevoice-basedorderinginitsdrive-thrus.

?

ConverseNow

andYCombinatoralum

Presto

providevoiceAIfordrive-thrus,andhavepartneredwithrestaurantslike

Domino’s

.

?

Kea

providesvoiceAItoQSRstoautomatephoneorders.ThecompanygivesrestaurantstheabilitytoautomaticallyanswercallsandupselltheirmenuusingAI.

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PAYMENTS&REWARDS

Thiscategoryincludesdigitalloyaltyprogramsandpayments

technology.Thiscancomeinanarrayofapplications,suchas

point-of-saleintegrationslikevirtualpunchcardsorcashback

onreservationsatdine-inrestaurants.Digitalloyaltyprograms

helprestaurantsretargetcustomerswithpersonalizedrewards

ordrivetrafficduringnon-peakhours.

McDonald’sattributessomeofitsrevenuegrowthtoits

MyMcDonald’sRewardsloyaltyprogram,whichhitover21M

memberswithin6monthsoflaunching.

?

FiveStars

integratescontact-freepayments,rewards,andSMSmarketingforrestaurants.ThestartupwasacquiredbyfintechcompanySumUpinOctober2021.

?

Paytronix

createsasingulartechstackforrestaurants,includingaloyaltyprogramthatallowsrestaurantstocreateasubscriptionservice.Forexample,thecompanyworkedwith

PaneraBread

todevelopitscoffeesubscription.

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RECOMMENDATIONENGINES

Startupsinthiscategoryofferpersonalizedonline

recommendationsolutionsandsmartsearchfeaturestohelpfast

foodbrandspredictandfeatureproductsthatbestfitindividual

customers’preferences.Bypredictingandsurfacinghyper-

relevantproducts,thesesolutionspersonalizethecustomer

journeytoimproveoverallcustomersatisfaction.

In2021,

PizzaHut

beganbuildingitsownAI-powered

recommendationenginetomakefoodsuggestionstocustomers

basedontheweather.Thatsameyear,

BurgerKing

createdan

orderrecommendationenginewith

Intel

—asystemthatwas

pilotedinover1,000locations.

?

DynamicYield

,whichMcDonald’sacquiredin2019beforesellingthecompanyto

Mastercard

in2021,providesAI-poweredrecommendationstechforfastfoodrestaurantdrive-thrus.Thesolutionsuggestsfoodbasedonthetimeofday,currentrestauranttraffic,andacustomer’scurrentselections.

?TacoBellhaspartneredwith

Certona

topersonalizemenurecommendationsandoffersforappusersbasedonorderhistory,guestpreferences,location,andmore.

?Self-servicekioskcompany

Zivelo

,whichwasacquiredbypaymentsolutionscompany

VeriFone

in2019,givesQSRslike

Sonic

personalizeddynamicmenusthatrecommenditemsbasedonspecificcustomerpreferencesorexternalfactors,suchasweather.

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Emergingfastfoodbrands

Brandsinthiscategoryfeatureconceptkitchens,newrestaurant

formats,anddifferentiatedcustomervaluepropositions—rivaling

fastfoodgiantslikeMcDonald’s.

?SanFrancisco-based

Creator

isaconceptrestaurantthathasdevelopedaroboticburgermakertoreplacehumancooks.Customerscanorderarangeofitems,fromburgerstosoftserve.

?LererHippeau-backed

Everytable

provideshealthymealswithslidingscaleprices,withagoaltoincreasefoodaccessibilityandaffordability.PricesaredeterminedbythemedianhouseholdincomeofthelocalZIPcode.

?GeneralCatalyst-backed

BlankStreet

isamicro-cafebrandthathasbeenrapidlyexpandingacrossNewYorkCity.Thecompanycombinesthetasteandfeelofindependentcoffeechainswiththeubiquityofmainstreambrandslike

Starbucks

and

Dunkin’

.

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Restaurantoperations

FOODWASTEMANAGEMENT

Foodwastemanagement

companiesareusingAIandcomputer

visiontotacklethe$1Tglobalfoodwasteproblem.Companies

inthiscategoryhelprestaurantscollectandanalyzedataon

foodwasteandalertuserswhenfoodisabouttospoil.This

marketalsoincludescompaniesofferinginventorystrategies

toreducefoodwaste,aswellascompaniesthatmatchclients

withorganizationsthatwillbuyoracceptexcessinventoryto

redistribute.

Forexample,

Chipotle

ispilotingacook-to-needskitchen

managementsystemthatusesAI/MLtomonitoringredientlevels.

Thesystemtellsworkerswhenandhowmuchofdifferentfoodsto

prepare,usingdemand-basedforecasting.

?

FloVision

usessensorsthatcanbeinstalledinareaslikepreparationstationsorgarbagebinstogatherdataondiscardedfood.TheplatformthenusesAIofferinsightsthatcanbeusedforbetteremployeetraining,supplyordering,andmenubuilding.

?

SpoilerAlert

isaninventorymanagementsolutionwithafocusonfoodrecoveryandwastediversion.Thecompanyprovidesamarketplacethatfacilitatesfooddonations,discountedsales,andorganicbyproductredistributions.

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SERVINGROBOTS

Servingrobotsbringfinisheddishesfromthekitchentoguests’

tables,andsomemodelscanevenbustables.Theserobots

aretypicallyoutfittedwithdepth-detectinglidarsensors

andcamerastosafelymovearoundrestaurants.Theyalso

providedatatohelprestaurantoperatorsoptimizetheflowofa

restaurantspace.

?

BearRobotics

offersself-drivingservingrobotsthatuselidarsensorsandcamerastonavigaterestaurants’uniquefloorplans.Thecompanyhaspartneredwithbrandslike

Chili’s

and

Denny’s

.

?

PuduTechnology

haspartneredwithMcDonald’sSloveniatoassistrestaurantstaffwithservingrobotsthatcanautomaticallydeliverfoodtouptofourtablesatatime.

Formoreonthistopic,clientscantakealookatour

TechMarket

Map

and

MVP

reportsonautomationanddigitizationtechfor

restaurants&foodservice.

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ROBOTICFOODPREP

Roboticfoodprepcompaniesdeveloproboticsystemsthat

leverageAIandmachinelearningtocook,assemble,andpackage

meals.Somecanberetrofittedtoexistingkitchens,whileothers

arestand-alonemachines.Startupsinthisspacemayalso

offerRobots-as-a-Service(RaaS)modelsforkitchensthatwant

modularoptionsorarelookingtomitigatethehighupfrontcosts

ofafullyroboticoperation.

Becausetheserobotsreducehumanerror,likeburntfoodorcross-

contamination,theyalsohelpwithmarginsbyreducingfoodwaste

andenablingmorestandardizedqualitycontrolacrosslocations.

?

MisoRobotics

offersroboticsolutionsincludinganautomatedcoffeemaker,beveragedispenserandsealer,andseasoningandfinishingrobots.ItstechhasbeenusedbyfastfoodgiantsincludingChipotle,

BuffaloWildWings

,and

WhiteCastle

.

?

Spyce

hasdevelopedafullyautomatedkitchenwithrobotsthatcanprepare,cook,plate,andcleanupdishesthatareorderedbycustomersviakiosk.Thestartupwasacquiredby

Sweetgreen

in2021.

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STAFFINGMANAGEMENT

Staffingmanagementplatformsallowcompaniestofindworkers

tofilltemporarypositionsorcovershiftsonshortnotice.

Platformsmayofferworkermetrics,likereliabilityratings,or

usejob-workermatchingalgorithmsthatincreasethechanceof

findingworkerswithrelevantexperience.

Restaurantbrandslike

Chopt

and

JerseyMike’s

alreadyuse

on-demandstaffingplatformstoquicklyfillroleswithqualified

candidates.Theseplatformsmitigateproductivitylossesand

poorcustomerexperiencestemmingfromlaborshortages.

Restaurantscanfillmultipleorsingleshifts,whilealsointegrating

payrollsystems.

?France-based

Brigad

helpsrestaurantsfillshiftswithfreelancehospitalityworkers.Thecompanyenablesrestaurantstomanagetheirworkersanddelegaterolestooperationalteams.

?

Connecteam

and

WhenIWork

aresoftwareplatformsthatenableemployeescheduling,communication,andtraining.

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Delivery

GHOSTKITCHENS

Thiscategoryincludesstartupsoperatingtheinfrastructure

behindghostkitchens.Thesecompaniesallowrestaurantsto

expandtheirdeliveryfootprintandprovideincrementalrevenuefor

restaurantsandkitchensfulfillingtheorders.

?

REEFTechnology

providesanetworkofghostkitchensforemergingfastfoodbrandslookingtoexpandtheirdeliverycapabilitiesandservenewmarkets.Thecompanyhaspartneredwithfastfoodgiantslike

Wendy’s

,

DelTaco

,and

TGIFridays

.

?

Wonder

provideson-demandfoodtrucksthatalsoserveasghostkitchens.Thebrandhaspartneredwithrestaurantsacrossthecountrytocookanddelivermealstocustomersthroughitschef-runmobilekitchens.

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SUBSCRIPTIONSERVICES

Companiesinthisspaceofferauto-renewingsubscription

services—providedconvenienceandcurateddiscoveryfor

customers.Thesecompaniesprovideavarietyofready-made

meals,fromfrozenmealstofoodfromlocalrestaurants.

Preparedmealsubscriptionservicesareaneasierwayfor

consumerswithspecificdietsortimeconstraintstohavemeals

deliveredtotheirhomewithoutanynecessarypreparation.

?

DailyHarvest

providessubscriberswithmonthlyfrozenmeals,withanemphasisonhealthy,nutritiousfoods.

?SaudiArabia-based

DailyMealz

allowscustomerstoorderfromlocalrestaurantsonamonthlybasis.

?

Freshly

offerssubscription-basedpreparedmeals.ThecompanywasacquiredbyNestléin2020.

?Unilever-backed

Sunbasket

alsohasapreparedmealofferingalongwithitstraditionalmealkitsubscription.

Formoreonnewdeliverymodels,checkoutourreporton

The

FutureofLast-MileDelivery

.

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AUTONOMOUSDELIVERY

Autonomousdeliveryinvolvestheuseofground-basedrobotsor

aerialdronestoautomatelast-miledelivery,oftenincorporating

featuressuchastemperaturecontrolandtrackingforperishable

goods.

Thistechnologycanopenupnewopportunitieslike24/7delivery,

whilealsoloweringcustomercostsby