Empirical Analysis of Brand Experience in the Ontact Era: A Touchpoint Strategy Framework for O2O Operations in the F&B Industry

The public health security incident has accelerated the adoption of the O2O (Online-to-Offline) model in the F&B (Food and Beverage) industry, significantly increasing consumer demand for contactless services. Concurrently, brand experience management has progressively shifted toward digital touchpoints. This study selects three hamburger brands as case studies to analyze brand experience levels across various online and offline touchpoints. We examine differences between brand touchpoints in the Ontact (Connect On + Untact) era and traditional touchpoints, identifying which ones effectively enhance brand experience. Subsequently, we develop an O2O brand experience management framework, demonstrating that brand experience positively influences satisfaction and repurchase intention. Finally, we propose touchpoint design strategies for the Ontact era to guide businesses in leveraging experiential marketing, strengthening consumer engagement, and informing strategic decision-making.