Consider QR Codes as Entry Points to Personalization

A dynamic QR code doesn't have to stop at a menu or a payment page. It can serve as an entry point into a more connected, personalized guest experience, and the operators who see it that way get far more out of every scan. 

After the Scan

Data from Uniqode’s 2026 State of QR Codes Report shows that 70 percent of consumers scan QR codes at least monthly, 75 percent say they primarily scan to get more information, but only 36 percent of marketers are actually using QR codes to convey information.

“The next phase of QR codes in restaurants is less about the scan and more about what happens after the scan,” said Sharat Potharaju, CEO and co-founder of Uniqode.“More brands will use dynamic codes to create more personalized and data-driven experiences while maintaining simple, convenient guest interactions.”

Many guests still associate restaurant QR codes with pandemic-era contactless menus, which can make a scan feel transactional, impersonal or inconvenient while a lot of operators have the opposite problem and treat them as a utility rather than a tool for engagement, he added.

“There’s an opportunity to do far more with them. For many QSRs, QR Codes aren’t used to their full potential across the customer journey, he added.They send guests to a single static page that stops at the menu or a one-time promotion, so the interaction ends before it creates much value for the guest or the business.” 

That’s a missed connection because over 80 percent of consumers are willing to share data through QR codes, the report found. 

“A dynamic code can put that willingness to work, providing insight into guest behavior, connecting in-store and digital interactions, driving loyalty enrollment and gathering feedback to create more personalized experiences,” said Potharaju. “Handled that way, a single scan becomes a moment of engagement that gives guests a reason to keep coming back.”

Barriers and Mistakes

The most common barriers consumers face with QR initiatives are codes that don’t scan, slow load times and content that doesn't match what the guest expected, the data revealed. This could mean that QSRs are designing codes with poor contrast or placing them in hard-to-see locations, failing to explain the value guests will gain from scanning or sending users to clunky mobile experiences. 

“Restaurants are leaning more on QR codes because they're efficient and easy to update, but operator efficiency doesn't automatically translate into guest engagement,” said Potharaju. “If the code won't scan or the experience disappoints, the volume doesn't help.”

To correct these common mistakes, QSRs should test scannability in the real environment rather than on a screen, build mobile-first landing pages with short URLs that load fast and give every code a clear call to action so the guest knows what they're getting, he advised. 

Create a Value Exchange

QR codes designed around a clear value exchange better engage guests and foster greater loyalty, according to the data. Guests are more likely to scan when they know something useful is waiting on the other side, whether that’s faster ordering, an exclusive offer, loyalty points or personalized recommendations. The goal should be to make the scan feel like a benefit, not a requirement. 

“For loyalty specifically, the timing does the work,”  said Potharaju. “Someone standing in line, waiting at a table or picking up an order is already looking for information, so you don't have to convince them to scan. They want to. The smart move is to meet that moment with something worth their time.”

KFC added QR codes to their packaging to drive app downloads after purchase, right when customers were most satisfied, and turned happy diners into app users and loyalty members and Uncorked Jamaica placed codes on takeout signage and refrigerator magnets to make ordering easier, keep menus current and stay in front of customers between visits, he cited.

There are multiple uses for dynamic codes in the restaurant sphere, said Potharaju. For example, with the right design, scans can surface real-time allergy information in a user’s native language, automatically build a loyalty profile or unlock a secret menu.

“The possibilities can go as far as the QSR’s imagination. But the key is to match the content to the context so customers know what information they’ll uncover in their scan.”

Earn Trust to Build Relationships

Trust in QR codes is growing, with nearly 60 percent of consumers confident that codes are safe to scan, the data found. Branded domains, clear CTAs and fast-loading landing pages all tell a skeptical guest that the code is legitimate.

The bigger lever is transparency about data, explained Potharaju, because over 80 percent of consumers are willing to share their data with consent while scanning, but only 34 percent of marketers clearly disclose how they use customer data. 

“Restaurants don't need to walk guests through the technical details. They just need to be clear about what they're collecting and what the guest gets for it, whether that's loyalty rewards or a more personal experience. People share more freely when the exchange feels fair. Earn that trust, and the rest of the relationship gets easier.”