A whitepaper sponsored by MSL – Part 2 of a two-part Series. Co-authored with Phil Hendrix, IMMR.

When introducing their new mobile app last fall Taco Bell’s CEO referred to it as “the biggest innovation since the drive-thru.” That’s a tall order! Since introduced by Wendy’s in the mid- ‘70s, the drive-thru has transformed restaurants and driven much of the industry’s growth. Including takeout, dine-in, and delivery, restaurants now prepare nearly half of all meals consumed in the U.S. Of the billions of restaurant meals served annually in N. America, Quick Serve and Fast Casual account for a majority and more than half of those are via the drive-thru (usually delivered in 40 seconds or less).

Much like the automobile and drive-thru, innovation driven by Digital, Social and Mobile (DSM) technologies is rapidly and significantly transforming customer engagement and the restaurant business. On a scale that could dwarf previous transformations, restaurants are now confronted with new opportunities enabled by the convergence of DSM.

Leveraging DSM, restaurants are engaging consumers in ways that were unimaginable just a short time ago, creating more rewarding experiences and building more personal, enduring relationships. Despite the promise, there is a large gap between the status quo and the future in the making.

View the complete report here.