Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising Creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Restaurant sales a casualty of recession
- Healthy menu still lacking
- Retail convenience horns in on QSR
- Value menu reigns supreme
- Quick-service restaurant usage and usage frequency
- Consumer behavior within quick-service restaurants
- Impact of the economy and the role of the dollar/value menu
- Quick service comparisons to fast casual
Insights and Opportunities
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- Healthy kids’ meals are not optional
- Health for all
- Trans fats and high-fructose corn syrup have got to go
- Setting the stage with a healthy breakfast
- On the nutrition flip side…
- The sustainability factor
- McDonald’s local and sustainable
- The undeniable social media
- Bring it local
- Social networking location tools
- Going mobile
- Food trucks are not just for independents
- Tapping into GPS
Inspire Insights
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- Inspire Trend: Death of the Middle Ground
- Barbell pricing, lifting a menu near you
- Weighting the edges, Barbell menu strategies
- Implications
Market Size and Forecast
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- Slow but growing sales
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- Figure 1: U.S. sales at quick-service restaurants, at current prices, 2005-15
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- Figure 2: U.S. sales at quick-service restaurants, at inflation-adjusted prices, 2005-15
Market Drivers
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- Key points
- Restaurant sales a casualty of recession
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- Figure 3: Consumer Price Index for key consumer markets, June 2008-10
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- Figure 4: NRA Performance Indices, January 2009-June 2010
- Figure 5: Adjusted foodservice and drinking place sales, January 2008-June 2010
- Underemployment and unemployment impact spending
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- Figure 6: Unemployment and underemployment rates, January 2007-July 2010
- Consumer confidence impacted by available disposable income
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- Figure 7: Real personal disposable income, January 2007-May 2010
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- Figure 8: Consumer sentiment index, by quarter, 2001-10
- Consumers continue to seek out healthier choices on menus
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- Figure 9: Percentage of population who are overweight or obese—20-74s, 1988-2006
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- Figure 10: Would like to see more of at quick-service restaurants, May 2010
- Government steps in with menu labeling requirements
Competitive Context
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- Key points
- Retail convenience horns in on QSR cuisine
- Cannibalization or self-promotion?
- The competition cashes in on QSR success
- Upscale burgers
Segment Performance: Hamburger
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- Value menus and meals drive traffic
- Burgers for all size appetites and budgets
- Burgers get an upgrade
- The menu diversifies beyond the burger
Segment Performance: Sandwich
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- Adopting trends from other segments: Snacks, breakfast and value menu
- Ahead of the health curve
Segment Performance: Chicken
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- The tortoise and the hare: Chick-fil-A and KFC
- The other players: Popeyes and Church’s
Segment Performance: Mexican and Other
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- Seafood comes to the menu amid value promotions
- New prototypes may point to future growth
Company Profiles
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- McDonald’s
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- Figure 11: McDonald’s systemwide revenue and net income, Q2 2009 and Q2 2010
- Burger King
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- Figure 12: Burger King systemwide revenue and net income, Q4 2009 and Q4 2010
- Wendy’s/Arby’s Group
- Wendy’s
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- Figure 13: Wendy’s systemwide revenue and operating profit, Q2 2009 and Q2 2010
- Arby’s
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- Figure 14: Arby’s systemwide revenue and operating profit, Q2 2009 and Q2 2010
- Taco Bell
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- Figure 15: Yum! Brands U.S. division revenue and operating profit, Q2 2009 and Q2 2010*
- KFC
Marketing Strategies
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- Getting the Message Out
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- Figure 16: Product category domestic ad spending, 2008 and 2009
- Social networking
- Burger King
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- Figure 17: Bk.com monthly visits, July 2009-June 2010
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- Figure 18: Burger King television ad, 2010
- Wendy’s
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- Figure 19: Wendys.com monthly visits, January 2010-June 2010
- Figure 20: Wendy's Real Value Menu television ad, 2010
- Subway
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- Figure 21: Subway.com monthly visits, January 2010-June 2010
- Figure 22: Subway $2.50 Breakfast Combo television ad, 2010
- McDonald’s
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- Figure 23: Mcdonalds.com monthly visits, January 2010-June 2010
- Figure 24: McDonald's McCafé Frappé television ad, 2010
- Taco Bell
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- Figure 25: Tacobell.com monthly visits, January 2010-June 2010
- Figure 26: Taco Bell NBA $5 Box television ad, 2010
Menu Insights Analysis: The QSR Menu
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- Figure 27: Top 10 QSR menu item sections, by incidence, Q2 2008-Q2 2010
- Figure 28: Top 10 QSR menu item sections, by incidence and price, Q2 2008-Q2 2010
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- Figure 29: Top 10 QSR menu items, by incidence, Q2 2008-Q2 2010
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- Figure 30: Top 10 QSR menu items, by incidence and price, Q2 2008-Q2 2010
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Menu Insights Analysis: Marketing the QSR Menu
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- Figure 31: Top 10 marketing claims on QSR menus, by incidence, Q2 2008-Q2 2010
- Figure 32: Top 10 marketing claims on QSR menus, by price, Q2 2008-Q2 2010
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- Figure 33: Top 10 nutritional claims on menus, by incidence, Q2 2008-Q2 2010
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Menu Insights Analysis: The Beverage Menu
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- Figure 34: Top 10 beverages on QSR menus, by incidence, Q2 2008-Q2 2010
- Figure 35: Top 10 beverages on QSR menus, by incidence and price, Q2 2008-Q2 2010
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Menu Insights Analysis: The Kids’ Menu
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- Figure 36: Top 10 kids’ menu items at QSRs, by incidence, Q2 2008-Q2 2010
- Figure 37: Top 10 kids’ menu items at QSRs, by incidence and price, Q2 2008-Q2 2010
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- Figure 38: Top 10 kids’ menu preparation methods at QSRs, by incidence, Q2 2008-Q2 2010
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Quick-Service Restaurant Usage and Usage Frequency
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- Key points
- Lunchtime the “most important meal of the day”
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- Figure 39: Quick service daypart usage, by gender, May 2010
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- Figure 40: Quick service daypart usage, by age, May 2010
- Figure 41: Quick service daypart usage, by race/Hispanic origin, May 2010
- McDonald’s has by far the greatest popularity
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- Figure 42: Quick-service brand usage, May 2010
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- Figure 43: Quick-service brand usage, by gender, May 2010
- Figure 44: Quick-service brand usage, by age, May 2010
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- Figure 45: Quick-service brand usage, by household income, May 2010
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- Figure 46: Quick-service brand usage, by race/Hispanic origin, May 2010
- Figure 47: Quick-service brand usage and frequency, May 2010
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- Figure 48: Quick-service brand frequency usage, by age, May 2010
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- Figure 49: Quick-service brand frequency usage, by household income, May 2010
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- Figure 50: Quick-service brand frequency usage, by race/Hispanic origin, May 2010
Consumer Behavior within Quick-Service Restaurants
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- Key points
- Customers less adventuresome and go for value
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- Figure 51: Consumer behaviors within quick-service restaurant, by gender, May 2010
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- Figure 52: Consumer behaviors within quick-service restaurant, by age, May 2010
Quick Service Selection Factors
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- Key points
- Wide range of factors determine selection
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- Figure 53: Reasons for selecting a quick-service restaurant, by age, May 2010
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- Figure 54: Would like to see more of at quick-service restaurants, by gender, May 2010
- Figure 55: Would like to see more of at quick-service restaurants, by age, May 2010
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- Figure 56: Attitudes towards healthy dining at QSRs, by gender, May 2010
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- Figure 57: Attitudes towards healthy dining at QSRs, by household income, May 2010
Impact of the Economy and the Role of the Dollar/Value Menu
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- Key points
- A slim majority report no change in spending
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- Figure 58: Impact of the economy on quick-service restaurant usage, by gender, May 2010
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- Figure 59: Impact of the economy on quick-service restaurant usage, by household income, May 2010
- Figure 60: Dollar/value menu usage, by age, May 2010
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- Figure 61: Dollar/value menu ordering behavior, by gender, May 2010
- Figure 62: Dollar/value menu ordering behavior, by age, May 2010
Quick Service Comparisons to Fast Casual
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- Key points
- Dollar/value menu the strongest competitive tool
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- Figure 63: Quick service compared to fast casual, by household income, May 2010
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- Figure 64: Quick service compared to fast casual, by household income, May 2010
Cluster Analysis
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- Economizing enthusiasts
- Characteristics
- Opportunity
- Convenient Health Seekers
- Characteristics
- Opportunity
- Infrequent, Unmotivated, and Uninterested
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 65: QSR clusters, May 2010
- Figure 66: Quick service daypart usage, by QSR clusters, May 2010
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- Figure 67: Reasons for selecting a quick-service restaurant, by QSR clusters, May 2010
- Figure 68: Would like to see more of at quick-service restaurants, by QSR clusters, May 2010
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- Figure 69: Impact of the economy on quick-service restaurant usage, by QSR clusters, May 2010
- Figure 70: Dollar/value menu usage, by QSR clusters, May 2010
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- Figure 71: Attitudes towards and behaviors at QSRs, by QSR clusters, May 2010
- Demographic tables
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- Figure 72: QSR clusters, by gender, May 2010
- Figure 73: QSR clusters, by age, May 2010
- Figure 74: QSR clusters, by household income, May 2010
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- Figure 75: QSR clusters, by race, May 2010
- Figure 76: QSR clusters, by Hispanic origin, May 2010
- Cluster methodology
Custom Groups: Light, Medium and Heavy Users
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- Figure 77: Would like to see more of at quick-service restaurants, by usage, May 2010
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- Figure 78: Dollar/value menu usage, by usage, May 2010
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- Figure 79: Dollar/value menu ordering behavior, by usage, May 2010
- Figure 80: Quick service compared to fast casual, by usage, May 2010
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- Figure 81: Quick service compared to fast casual, by usage, May 2010
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Appendix: Trade Associations
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