Building trust and loyalty through accessibility in quick service restaurants

Quick service restaurants (QSRs) are known for their fast and convenient service. However, for blind and visually impaired customers, accessibility issues can lead to frustration.

The Americans with Disabilities Act (ADA) requires restaurants and other public-facing businesses to provide accessible environments for people with disabilities, including physical spaces and digital tools such as websites, self-service kiosks and devices.

However, for many restaurants, meeting these requirements can be overwhelming. Don’t let this become a challenge because you can improve your customer experience by making your digital content accessible and usable for everyone.

Accessibility drives loyalty

A recent survey of over 600 blind and visually impaired guests by TPGi – a leading provider of digital accessibility solutions – revealed a powerful finding: accessibility impacts loyalty.

An overwhelming 84 percent of respondents said that accessibility to a restaurant significantly influences their decision to return. Accessible restaurants don’t just meet legal obligations – they build trust, loyalty and repeat customers by creating positive dining experiences for everyone.

Accessible websites, mobile apps, digital kiosks and payment systems can be game-changers for blind and visually impaired customers. These tools enable independence, allowing guests to review menus, place orders, and pay for meals without relying on others. By having inaccessible technology, you create barriers that reduce customer satisfaction, discourage repeat visits, and leave you vulnerable to litigation.

From obligation to opportunity

Complying with the ADA isn’t just about avoiding lawsuits. it’s about inclusion. For quick-service restaurants like McDonald’s, creating inclusive dining experiences elevates the customer experience and positions the brand as a leader in accessibility.

Whether it’s ensuring kiosks meet ADA height and reach requirements, introducing software compatible with screen readers, or improving website accessibility, an investment in accessibility is an investment in customer satisfaction and loyalty .

Take Domino’s Pizza for example. The ADA’s groundbreaking case against its website and mobile app underscores the importance of digital accessibility. The ruling reiterated that digital tools must be just as accessible as physical locations and signaled to quick-service restaurant operators that compliance must extend beyond brick-and-mortar locations.

According to Matt Ater, senior vice president of TPGi, assessing a QSR’s current digital ADA compliance is a critical first step in developing a plan. Beyond mitigating legal risks, accessible companies tap into a loyal customer base with billions of dollars in purchasing power. Additionally, assessing a QSR’s current digital ADA compliance is a critical first step in developing a plan. Beyond mitigating legal risks, accessible companies tap into a loyal customer base with billions of dollars in purchasing power.

“As a person with a disability myself, I can tell you that people with disabilities are more likely to come back if they find a company that meets their needs,” says Ater. “Accessibility promotes loyalty.”

Actionable steps for QSR operators

To make accessibility a priority, consider the following practical steps:

• Accessible websites and menus: Deliver digital and mobile-friendly menus that comply with W3C Accessibility Guidelines (WCAG) 2.1 standards to ensure compatibility with screen readers.
• Mobile App Accessibility: Make sure your app supports accessibility features such as screen readers, larger text settings, and voice commands.
• Digital Kiosk Accessibility: Implement features such as tactile navigation, audio instructions, and kiosk screen reader software.
• Employee training: Equip your employees with the knowledge to effectively serve blind and visually impaired customers. Empathy and awareness go a long way in creating inclusive environments.
• Clear communication: Ensure menus, signs and restaurant information are available in Braille, large print or other accessible formats.

Why accessibility is important

Accessibility goes beyond meeting legal requirements – it’s about creating inviting spaces that value every customer. Mobile apps, websites, and kiosks are critical touchpoints for a memorable digital-first dining experience, and prioritizing customer accessibility demonstrates your commitment to inclusion.

For quick service restaurants, prioritizing accessibility isn’t just the right thing to do; It’s a smart business move that opens the door to a loyal but often underserved market segment.

As blind and visually impaired guests say, accessibility breeds loyalty – and loyalty drives long-term success. For deeper insights into the connection between accessibility and customer loyalty, download TPGi’s report. Accessibility drives loyalty.

Melissa Morse is a passionate digital accessibility advocate and accomplished content creator at TPGi. With expertise in accessibility, HR compliance, and recruiting, Melissa brings a unique perspective to her work – bridging the gap between inclusive digital experiences and equitable practices in the workplace.