The situation: QSRs are in a tough spot. The restaurant industry had monthly traffic growth in just one of the 12 months through May, according to Black Box Intelligence data cited by CNBC.

• Fewer diners means fewer sales—only 43% of restaurant brands tracked by Black Box reported same-store sales growth in May.
• The National Restaurant Association offered a slightly rosier perspective, with 52% of operators reporting an uptick in same-store sales in May—the first majority gain since January.

Still, in a climate where even major players like McDonald’s and Domino’s are reporting declines, many QSRs are turning to three proven levers to spur growth: loyalty programs, menu innovation, and technology.

Lean into loyalty: Given consumers’ heightened focus on value, QSRs are doubling down on rewards programs to boost visits among their best customers.

• Loyalty-driven traffic rose 5% YoY, even as overall restaurant traffic fell 2%, per Circana. From 2019 to 2024, loyalty program traffic doubled, and these customers now account for 39% of all restaurant visits.
• At many QSRs, the impact is even greater. At Starbucks, for example, loyalty members accounted for 59% of US company-owned transactions in Q2.

To further tap into this growth engine, brands are finding creative ways to increase the perceived value of their programs. Chipotle’s "Summer of Extras" campaign, for instance, encourages customers to visit more often by offering prizes such as free burritos for a year and limited-edition Chipotle cards to the top loyalty users in each state.

Roll out new items: Fresh offerings are also a go-to strategy to drive traffic.

• McDonald’s is returning to familiar territory by relaunching its Snack Wrap, and it has also added new items like McCrispy Strips and Spicy McMuffins in recent months.
• It is far from alone. Restaurant chains added a record number of limited-time offers last year, according to Technomic data cited by Restaurant Business,

New menu items often serve as content fuel—driving social media buzz, which in turn helps generate foot traffic and app engagement.

Leverage technology: While pulling several levers to boost the top line, QSRs are also looking to protect margins through technology such as genAI.

• Starbucks is deploying a genAI tool called Green Dot Assist that baristas can use to get real-time answers to operational issues such as how to make seasonal drinks and how to troubleshoot underperforming equipment. Given that 27% of delays stem from barista knowledge gaps, tools like Green Dot Assist directly address a major service bottleneck.
• 82% of restaurant execs surveyed by Deloitte plan to increase AI investment in the next fiscal year. Their priorities include customer experience (60%), restaurant operations (36%), and loyalty programs (31%).
• While some use cases are still being tested, others are already widely adopted. For example, 60% of restaurant execs already use chatbots, and another 27% are currently testing them.

Our take: QSRs can’t afford to stand still.

In a tough operating environment, brands that act decisively and innovate boldly are best positioned to outpace the macroeconomic headwinds. Even if every move doesn’t deliver an immediate payoff, momentum matters—and sitting on the sidelines is the riskiest strategy of all.