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
- Terms
Executive Summary
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- The market
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- Figure 1: U.S. foodservice quick service restaurant sales and fan chart forecast, at current prices, 2007-17
- Market drivers
- Calorie disclosure legislation
- Population
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- Figure 2: Population, by race and Hispanic origin, 2012
- Figure 3: Population, by age, 2012
- Competitive context
- Marketing strategies
- Menu trends
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- Figure 4: Top five food items on QSR menus, Q2 2009-Q2 2012
- Quick service selection factors: Value and convenience remain anchors
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- Figure 5: Quick service selection factors, by gender, May 2012
- The dollar menu: A staple…with options
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- Figure 6: Dollar/Value menu ordering habits, May 2012
- What we think
Issues in the Market
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- Is autonomy a help or a hindrance?
- Has the value menu become too cozy for consumers?
- Is there room on the menu for smaller appetites?
Insights and Opportunities
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- Healthier options becoming the norm
- Capturing a mobile, digitally connected society
- Getting ready for mobile POS
- Social media for two-way communication
- Daily deals for on-the-go consumers
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- Figure 7: Living Social daily deal for Popeyes Chicken
- Figure 8: Groupon daily deal for Sonic Drive-In
- Store redesign can boost sales, but for a price
Trend Applications
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- Trend: Objectify
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- Figure 9: Dollar/Value menu behavior, by household income, May 2012
Market Size and Forecast
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- Key points
- Market size insight
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- Figure 10: Total U.S. retail sales of quick service restaurants, at current prices, 2007-17
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- Figure 11: Total U.S. retail sales of quick service restaurants, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: U.S. foodservice quick service restaurant sales and fan chart forecast, at current prices, 2007-17
Market Drivers
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- QSRs lead restaurants in strong year
- Commodity costs put pressure on the bottom line
- Restaurant performance index stabilizes
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- Figure 13: Restaurant Performance Index, January 2009-June 2012
- Disposable personal income expands
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- Figure 14: Real disposable personal income, January 2007-July 2012
- Consumers remain cautious
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- Figure 15: Consumer sentiment, March 2007-July 2012
- Unemployment inched up
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- Figure 16: Unemployment and underemployment rates, January 2007-July 2012
- Government-mandated calorie disclosure
- The changing face of the QSR consumer
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- Figure 17: Population, by race and Hispanic origin, 2007-17
- Younger patrons the most avid QSR consumers
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- Figure 18: Population, by age, 2007-17
Competitive Context
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- The lines continue to blur between segments and within segments
Selected Companies
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- Burger King
- Taco Bell
- Popeyes Louisiana Kitchen
Marketing Strategies
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- Overview of the brand landscape
- Brand Analysis: Taco Bell
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- Figure 19: Taco Bell television ad, July 2012
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- Figure 20: Taco Bell website
- Figure 21: Taco Bell ad on US Magazine mobile site
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- Figure 22: Taco Bell mobile site
- Figure 23: Taco Bell Cantina Bell QR code
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- Figure 24: Taco Bell/Chef Lorena Garcia tweets
- Brand Analysis: Burger King
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- Figure 25: Burger King television ad, December 2011
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- Figure 26: Burger King tweets
- Brand Analysis: KFC
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- Figure 27: KFC television ad, July 2012
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- Figure 28: KFC tweet
- Brand Analysis: McDonald’s
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- Figure 29: McDonald’s television ad, December 2011
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- Figure 30: McDonald’s tweets
- Brand Analysis: Popeyes Louisiana Kitchen
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- Figure 31: Popeyes television ad, June 2012
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- Figure 32: Popeyes tweet
- Brand Analysis: Wendy’s
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- Figure 33: Wendy’s television ad, July 2012
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- Figure 34: Wendy’s web site
Menu Analysis—QSR Food Menus
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- QSRs release a flurry of LTOs; chicken dominates
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- Figure 35: Top 10 food items on QSR menus, by incidence, Q2 2009-Q2 2012
- Figure 36: Average price of top 10 food items on QSR menus, by incidence and price, Q2 2009-Q2 2012
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- Figure 37: Top cooking preparation techniques at QSRs, by incidence, Q2 2009-Q2 2012
Menu Analysis—QSR Beverage Menus
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- Leading beverages decline as operators diversify menus
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- Figure 38: Top 10 beverage items on QSR menus, by incidence, Q2 2009-Q2 2012
- Figure 39: Average price of top beverage items on QSR menus, by incidence and price, Q2 2009-Q2 2012
Quick Service Usage
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- Key points
- All QSRs used more by men
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- Figure 40: Quick service restaurant usage, by gender, Q2 2012
- Usage drops off among older generations
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- Figure 41: Quick service restaurant usage, by age, Q2 2012
- More affluent more likely to use “other” brands
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- Figure 42: Quick service restaurant usage, by household income, Q2 2012
Quick Service Selection Factors
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- Key points
- Value and convenience trump flavor
- Women more apt to opt for dollar menu
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- Figure 43: Quick service selection factors, by gender, May 2012
- Millennials notable for free Wi-Fi and dollar menu
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- Figure 44: Quick service selection factors, by age, May 2012
Consumer QSR Wish List
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- Key points
- Dollar/value menu choices top wish list
- Healthier dollar menu choices could better target women
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- Figure 45: Consumer QSR wish list, by gender, May 2012
- Expanded beverage programs will help draw younger patrons
- Demand for more healthy kids’ meals
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- Figure 46: Consumer QSR wish list, by age, May 2012
- Healthier choices will appeal to the more affluent
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- Figure 47: Consumer QSR wish list, by household income, May 2012
Attitudes Toward Fast Food
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- Key points
- Menu improvements have not gone unnoticed
- However, are women still finding menus too limited?
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- Figure 48: Attitudes toward fast food, by gender, May 2012
- QSRs score high among 25-34s
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- Figure 49: Attitudes toward fast food, by age, May 2012
Changes in Fast Food Spending
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- Key points
- Women are spending less on fast food
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- Figure 50: Changes in fast food spending, by gender, May 2012
- Spending by more affluent the steadiest
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- Figure 51: Changes in fast food spending, by household income, May 2012
- Convenient locations drive greater spending
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- Figure 52: Reasons for spending more on fast food, by gender, May 2012
- Convenience and speed of service driving spending by more affluent
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- Figure 53: Reasons for spending more on fast food, by household income, May 2012
Dollar Menu Usage
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- Key points
- Dollar menu use widespread
- Use drops off for older respondents
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- Figure 54: Dollar/Value menu usage, by age, May 2012
- Bundling of dollar menu items most frequent use
- Women particularly likely to bundle
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- Figure 55: Dollar/Value menu ordering habits, by gender, May 2012
- Lowest-earning householders order dollar menu options alone
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- Figure 56: Dollar/Value menu behavior, by household income, May 2012
- Dollar menu patrons order cheeseburgers and french fries/onion rings
- BFY dollar menu chicken could appeal to women
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- Figure 57: Dollar/Value menu items ordered, by gender, May 2012
- Patrons aged 18-24 order the widest range off dollar menu
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- Figure 58: Dollar/Value menu items ordered, by age, May 2012
Custom Consumer Groups
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- Rewards programs could foster brand loyalty among super fans
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- Figure 59: Quick service selection factors, by frequency groups, May 2012
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- Figure 60: Attitudes toward fast food, May 2012
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- Figure 61: Changes in fast food spending, by frequency groups, May 2012
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- Figure 62: Dollar/Value menu usage, by frequency groups, May 2012
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- Figure 63: Dollar/Value menu ordering behavior, by frequency groups, May 2012
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- Figure 64: Dollar/Value menu items ordered, by frequency groups, May 2012
Appendix—Trade Associations
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