This 2024 brief argues that QSR personalization must move beyond broad demographic segmentation to real-time, behavior-based experiences across every touchpoint, because customers now expect instant, relevant recommendations when ordering or browsing. It highlights how legacy systems and fragmented channels (apps, drive-thrus, kiosks, third-party delivery) create disconnected journeys and generic promotions that weaken loyalty. The paper outlines key trends: predictive personalization using AI/ML, real-time contextual engagement (such as weather- or location-based offers), omnichannel consistency, and experience-centric journeys that build emotional connection. It also presents Brillio’s framework: AI-driven micro-segmentation, tailored engagement strategy, cross-channel execution, a real-

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