Incentivize Mobile Orders with Gamification

A QSR partnered with W5 to assess the impact of gamification features within its mobile app. The brand sought to determine feasibility and appeal of integrating gamified elements to enhance app usage and incentivize mobile ordering. This research provided insights into user adoption, engagement strategies, and brand-relevant incentives to inform a successful rollout.

Approach

W5 conducted a multi-phase study to evaluate gamification strategies, beginning with a three-day online discussion board where mobile app users explored and reacted to gamified features, supported by heatmapping tools for detailed feedback. The second phase included a quantitative survey of 1,500 respondents to measure concept appeal, engagement potential, and influence on mobile ordering behavior. A TURF analysis was used to identify the most effective feature combinations, helping prioritize strategies.

Results

The research identified key motivations and engagement drivers for integrating gamification into the QSR’s mobile experience. Findings highlighted the most compelling gamification features, optimal incentives for encouraging app usage, and potential impact on frequency and method of ordering. W5 also developed a Gamification Design Principles Playbook, providing teams with a roadmap for implementing gamification elements that resonate with customers and reinforce brand loyalty.