How Fast-Food Apps Took Over the Drive-Thru | Eater

"As with many major quick-service brands, this chain encourages app use as part of its loyalty strategy, with mobile ordering and tailored offers positioned as a convenience that can replace some face-to-face hospitality. Experts observe a generational divide in what customers consider "hospitality": "For my 29-year-old son, hospitality is an app that offers him opportunities to buy more easily. He wants the path of least resistance; the human interaction isn’t as important," (Stephen Zagor, marketing professor at Columbia Business School). Researchers and industry observers note that apps remember favorite orders, suggest new items, and deliver personalized rewards that can strongly influence repeat purchases." - Amy McCarthy