Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Mintel/Menu Insights
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Restaurants are recovering slowly from the recession
- QSR usage remains very strong, although some customers have reduced their spending
- QSRs face a new challenge from the rising popularity of mobile food trucks and carts
- Consumers use QSRs all day, and often stick with their favorite foods
- Recession effect lingers: Dollar/value menus remain important draws for QSRs
- The ongoing obesity epidemic has nutritionists and legislators seeking changes in QSR menus
- Kids and teens learn to love QSRs in the company of their parents
Insights and Opportunities
-
- Consumers are open to but are not demanding healthier foods from QSRs
-
- Figure 1: Consumer attitudes toward healthier fast food, by gender, October 2009-December 2010
- QSRs can make effective use of new nutrition-labeling rules’ “LTO exemption”
-
- Figure 2: Reasons for spending more at fast-food restaurants, by gender, June 2011
- QSRs have additional opportunities to build breakfast sales
-
- Figure 3: Eating attitudes and influences, by gender, October 2009-December 2010
- There are opportunities to mine on the QSR beverage menu
Inspire Insights
-
- Inspire Trend: “A Simple Balance for Health”
- Inspire Trend: “Let’s Make a Deal”
Market Size and Forecast
-
- Key points
- Fast food is on a bright path
-
- Figure 4: U.S. sales at quick-service restaurants, at current prices, 2006-16
-
- Figure 5: U.S. sales at quick-service restaurants, at inflation-adjusted prices, 2006-16
- Fan chart forecast
-
- Figure 6: Fan chart of market value for quick-service restaurants, at current prices, 2006-16
- Figure 7: Best- and worst-case forecast for quick-service restaurants, at current prices, 2011-16
Market Drivers
-
- Key points
- Recession, recovery and resilience
-
- Figure 8: Adjusted foodservice and drinking place sales, January 2008-July 2011
- A disappointing performance
-
- Figure 9: NRA Performance Indices, January 2009-July 2011
- Confidence is a rare commodity
-
- Figure 10: University of Michigan Consumer Sentiment Index, March 2007-August 2011
- Repossessed dreams
-
- Figure 11: Unemployment and underemployment rates, January 2007-July 2011
- Less money to spend
-
- Figure 12: Real Personal Disposable Income, January 2007-May 2011
- Supply and demand
-
- Figure 13: Consumer spending on food away from home and food at home, 1950-2010
- The obesity crisis shines a brighter light on QSRs
-
- Figure 14: Trends in overweight, obesity, and extreme obesity among U.S. adults aged 20-74 years old, 1988-2008
-
- Figure 15: Health/diet habits, by gender, October 2009-December 2010
- Obesity and transparency
- Ownership changes add to the uncertainty
-
- Figure 16: Quick-service restaurant brand acquisitions, 2006-11
Competitive Context
-
- Key points
- Keep on truckin’
- Convenience stores are catching up
- Daily-deal discounting trims QSRs’ price advantage
Segment Analysis
-
- Key points
- Hamburger
-
- Figure 17: Fast-food restaurant brands used for breakfast, lunch, and dinner, by hamburger outlets, June 2011
- Sub/sandwich
-
- Figure 18: Fast-food restaurant brands used for breakfast, lunch, and dinner, by sub/sandwich units, June 2011
- Chicken
-
- Figure 19: Fast-food restaurant brands used for breakfast, lunch, and dinner, by chicken units, June 2011
- Mexican and other
-
- Figure 20: Fast-food restaurant brands used for breakfast, lunch, and dinner, by Mexican and other units, June 2011
Leading Companies
-
- Key points
- McDonald’s
- Overview
-
- Figure 21: Use of McDonald’s for breakfast, lunch, and dinner, June 2011
- Brand positioning
- Analyzing the customer base
-
- Figure 22: McDonald’s patronage, by gender, October 2009-December 2010
-
- Figure 23: McDonald’s patronage, by age, October 2009-December 2010
-
- Figure 24: McDonald’s patronage, by household income, October 2009-December 2010
-
- Figure 25: McDonald’s patronage, by race, October 2009-December 2010
- Figure 26: McDonald’s patronage, by region, October 2009-December 2010
- On the menu
- Jack in the Box
- Overview
-
- Figure 27: Fast-food restaurant brands used for breakfast, lunch, and dinner, June 2011
- Brand positioning
- Analyzing the customer base
-
- Figure 28: Jack in the Box patronage, by gender, October 2009-December 2010
-
- Figure 29: Jack in the Box patronage, by age, October 2009-December 2010
-
- Figure 30: Jack in the Box patronage, by annual household income, October 2009-December 2010
- Figure 31: Jack in the Box patronage, by race/Hispanic origin, October 2009-December 2010
-
- Figure 32: Jack in the Box patronage, by region, October 2009-December 2010
- On the menu
- Chick-fil-A
- Overview
-
- Figure 33: Fast-food restaurant brands used for breakfast, lunch, and dinner, June 2011
- Brand positioning
- Analyzing the customer base
-
- Figure 34: Chick-fil-A patronage, by gender, October 2009-December 2010
- Figure 35: Chick-fil-A patronage, by age, October 2009-December 2010
-
- Figure 36: Chick-fil-A patronage, by annual household income, October 2009-December 2010
-
- Figure 37: Chick-fil-A patronage, by race, October 2009-December 2010
- Figure 38: Chick-fil-A patronage, by region, October 2009-December 2010
- On the menu
Marketing Strategies
-
- Key points
-
- Figure 39: Top 10 advertising categories: Full year 2010 vs. Full year 2009
- Television Hooks
- Quality first
-
- Figure 40: McDonald’s Quarter Pounder with Cheese TV ad, 2011
-
- Figure 41: Subway’s Fresh Fit menu TV ad, 2011
- Selling on price
-
- Figure 42: Church’s Chicken “Serving the food you love...” TV ad, 2011
- Combine quality and price
-
- Figure 43: KFC “A cook in every restaurant” TV ad, 2011
- “Buy local” is trendy
-
- Figure 44: Culver’s “100% Midwest beef” TV ad, 2011
- Rapid fire
-
- Figure 45: Captain D’s “Flavored un leashed” TV ad, 2011
- Social media
- Taco Bell learns the hard way
- QSRs out in front
-
- Figure 46: Percentage of restaurateurs likely to use social-media tools in the next two years, 2010
- McDonald’s leads
-
- Figure 47: McDonalds.com monthly visitors, December 2010-June 2011
- Wendy’s success with old and new media
-
- Figure 48: Wendy’s email marketing, August 2011
- Coupons
-
- Figure 49: Behaviors regarding fast-food restaurants, by annual household income, June 2011
- Wendy’s email coupons
-
- Figure 50: Wendy’s email with coupon, July 2011
- Arby’s combines old and new product
-
- Figure 51: Arby’s new-product announcement with free offer, June 2011
- Chick-fil-A lets consumers in on a deal
-
- Figure 52: Chick-fil-A couponed announcement of upcoming product, January 2011
- Tuning in all the channels
-
- Figure 53: Still from Carl’s Jr. TV commercial with Kim Kardashian, December 2009
Menu Insights Analysis—The QSR Menu
-
- Key points
- Top QSR menu item sections
-
- Figure 54: Top 10 QSR menu item sections, by incidence, Q2 2009-Q2 2011
-
- Figure 55: Top 10 QSR menu item sections, by incidence and average price, Q2 2009-Q2 2011
- Menu item dishes
-
- Figure 56: Top 10 QSR menu item dishes, by incidence, Q2 2009-Q2 2011
-
- Figure 57: Top 10 QSR menu item dishes, by incidence and average price, Q2 2009-Q2 2011
Menu Insights Analysis—Marketing the QSR Menu
-
- Key points
- Menu ingredient marketing claims
-
- Figure 58: Top 10 QSR menu ingredient marketing claims, by incidence, Q2 2009-Q2 2011
- Menu nutritional boasts
-
- Figure 59: Top 10 QSR menu ingredient nutritional marketing claims, by incidence, Q2 2009-Q2 2011
Menu Insights Analysis—The Beverage Menu
-
- Key points
- Top beverage types
-
- Figure 60: Top 10 beverage types on QSR menus, by incidence, Q2 2009-Q2 2011
- Beverage price trends
-
- Figure 61: Top 10 beverage types on QSR menus, by incidence and average price, Q2 2009-Q2 2011
Menu Insights Analysis—The Kids’ Menu
-
- Key points
- Top kids’ menu items
-
- Figure 62: Top 10 menu items on kids’ menus at QSR restaurants, by incidence, Q2 2009-Q2 2011
- Kids’ menu price points
-
- Figure 63: Top 10 menu items on kids’ menus at QSR restaurants, by incidence and price, Q2 2009-Q2 2011
Quick-Service Restaurant Usage and Usage Frequency
-
- Key points
- Who goes there?
-
- Figure 64: Fast-food restaurant patronage, by gender, October 2009-December 2010
-
- Figure 65: Fast-food restaurant patronage, by age, October 2009-December 2010
- What’s the frequency?
-
- Figure 66: Fast-food restaurant visits, by gender, October 2009-December 2010
-
- Figure 67: Fast-food restaurant visits, by age, October 2009-December 2010
- Where are we going?
-
- Figure 68: Ten most frequently visited fast-food restaurants, by gender, October 2009-December 2010
-
- Figure 69: Fast-food restaurant brands used for breakfast, lunch, and dinner, June 2011
- Family gatherings
-
- Figure 70: Fast-food restaurant visits, by household size, October 2009-December 2010
-
- Figure 71: Fast-food restaurants visits, by region, October 2009-December 2010
- Keeping company
-
- Figure 72: Restaurant visits, October 2009-December 2010
Consumer Behavior and Attitudes Within Quick-Service Restaurants
-
- Key points
- Fast food purchasing behaviors
-
- Figure 73: Behaviors regarding fast-food restaurants, by gender and number of children in the household, June 2011
-
- Figure 74: Behaviors regarding fast-food restaurants, by age, June 2011
- Menu item purchase behaviors
-
- Figure 75: Quick-serve ordering behaviors, by gender and age, June 2011
- Attitudes toward fast-food restaurants
-
- Figure 76: Attitudes toward fast-food restaurants, by gender and number of children in the household, June 2011
-
- Figure 77: Attitudes toward fast-food restaurants, by age, June 2011
- Eating attitudes and influences
-
- Figure 78: Eating attitudes and influences, by gender, October 2009-December 2010
- Health and diet habits
-
- Figure 79: Health/Diet habits, by gender, October 2009-December 2010
- Fast-food wish lists
-
- Figure 80: Items consumers desire to see more of at fast-food restaurants, by gender and age, June 2011
Quick Service Selection Factors
-
- Key points
- The determinants of choice
-
- Figure 81: Food and beverage reasons for choosing specific quick-serve restaurants, by gender and age, June 2011
-
- Figure 82: Food and beverage reasons for choosing specific quick-serve restaurants, by annual household income, June 2011
-
- Figure 83: Food and beverage reasons for choosing specific quick-serve restaurants, by number of children in the household, June 2011
Spending Considerations and the Role of the Dollar/Value Menu
-
- Key points
- Spending thoughts
-
- Figure 84: Spending at fast-food restaurants compared to last year, June 2011
-
- Figure 85: Reasons for spending more at fast-food restaurants, by gender, household income and household size, June 2011
- Dollar/value menu purchases
-
- Figure 86: Dollar/value menu purchases, by age, June 2011
-
- Figure 87: Dollar/value menu purchases, by number of children in the household and by region, June 2011
-
- Figure 88: Dollar/value menu purchase behaviors, by gender and by number of children in the household, June 2011
-
- Figure 89: Dollar/value menu purchase behaviors, by age, June 2011
- Value and experience motivations
-
- Figure 90: Value and experience reasons for choosing specific quick-serve restaurants, by gender and age, June 2011
-
- Figure 91: Value and experience reasons for choosing specific quick-serve restaurants, by number of children in the household, June 2011
Race and Hispanic Origin
-
- Key points
- Fast-food usage behaviors
-
- Figure 92: Behaviors regarding fast-food restaurants, by race and Hispanic origin, June 2011
- Attitudes toward fast-food restaurants
-
- Figure 93: Attitudes toward fast-food restaurants, by race and Hispanic origin, June 2011
- Fast-food wish list
-
- Figure 94: Items consumers desire to see more of at fast-food restaurants, by race and Hispanic origin, June 2011
- Dollar/value menu purchases
-
- Figure 95: Dollar/value menu purchases, by race and Hispanic origin, June 2011
Kid and Teen Quick-Service Restaurant Usage
-
- Key points
- Teen fast-food habits
-
- Figure 96: Teens’ visits to fast-food restaurants, by gender and age, October 2009–December 2010
-
- Figure 97: Restaurant visits, October 2009–December 2010
-
- Figure 98: Teens’ attitudes regarding food and eating out, by gender and age, October 2009-December 2010
- Kids’ cravings for fast food
-
- Figure 99: Kids’ restaurant visits, by gender and age, October 2009-December 2010
-
- Figure 100: Restaurants child visited in the last month, by gender and age, October 2009-December 2010
-
- Figure 101: Child's favorite restaurant, by gender and age, October 2009-December 2010
-
- Figure 102: Child's favorite restaurant reasons, by gender and age, October 2009-December 2010
Cluster Analysis
-
- Infrequent, Unhealthy, and Unchanged
- Demographics
- Characteristics
- Opportunity
- Intermediate Cynics
- Demographics
- Characteristics
- Opportunity
- Frequent Value-Seekers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
-
- Figure 103: Quick-service restaurant clusters, June 2011
- Figure 104: Breakfast daypart usage percentage, by quick-service restaurant clusters, June 2011
- Figure 105: Breakfast daypart usage mean, by quick-service restaurant clusters, June 2011
-
- Figure 106: Lunch daypart usage percentage, by quick-service restaurant clusters, June 2011
- Figure 107: Lunch daypart usage mean, by quick-service restaurant clusters, June 2011
-
- Figure 108: Dinner daypart usage percentage, by quick-service restaurant clusters, June 2011
- Figure 109: Dinner daypart usage mean, by quick-service restaurant clusters, June 2011
-
- Figure 110: All three meals usage mean, by quick-service restaurant clusters, June 2011
- Figure 111: Important attributes in QSR by quick-service restaurant clusters, June 2011
-
- Figure 112: Items consumers desire to see more of at fast-food restaurants by quick-service restaurant clusters, June 2011
- Figure 113: Spending at fast-food restaurants compared to last year by quick-service restaurant clusters, June 2011
-
- Figure 114: Behaviors regarding fast-food restaurants by quick-service restaurant clusters, June 2011
- Cluster demographic tables
-
- Figure 115: Quick-service restaurant clusters, by gender, June 2011
- Figure 116: Quick-service restaurant clusters, by age, June 2011
- Figure 117: Quick-service restaurant clusters, by household income, June 2011
- Figure 118: Quick-service restaurant clusters, by race, June 2011
- Figure 119: Quick-service restaurant clusters, by Hispanic origin, June 2011
- Cluster methodology
Custom Groups—Light, Medium, and Heavy Users
-
-
- Figure 120: Reasons for choosing specific quick-serve restaurants, by usage, June 2011
- Figure 121: Items consumers desire to see more of at fast-food restaurants, by usage, June 2011
-
- Figure 122: Spending at fast-food restaurants compared to last year, by usage, June 2011
-
- Figure 123: Behaviors regarding fast-food restaurants, by usage, June 2011
-
- Figure 124: Quick Serve ordering behaviors, by usage, June 2011
- Figure 125: Dollar/value menu purchase behaviors, by usage, June 2011
-
Appendix—Trade Associations
Back to top