Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size
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- Figure 1: Total U.S. retail sales of quick service restaurants, at current prices, 2008-18
- Market drivers
- Opportunities
- Marketing strategies
- Menu analysis
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- Figure 2: Segment breakdown of food menu items at restaurants, by incidence, Q1 2010-13
- Figure 3: Menu breakdown of food menu items at quick service restaurants, by incidence, Q1 2010-13
- The consumer
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- Figure 4: Drivers for quick service restaurant visits, by gender, May 2013
- Figure 5: Desired improvements for quick service restaurants, by gender, May 2013
- What we think
Issues and Insights
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- Quick serves compete on price, even as costs rise
- The issues
- The implications
- Quick serves answer to the threat of fast casuals
- The issues
- The implications
- Capitalizing on the aspects of QSR that consumers value most
- The issues
- The implications
Innovators and Innovations – Pricing
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- Pricing strategies
- Dollar and Value Menus
- Limited time offers
Innovators and Innovations – Fast Casualization
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- Better-For-You alternatives are attractive to consumers
- Customization creates upscale items at low cost
- Gourmet items for sophisticated consumers
- Salads and wraps highlight fresh ingredients
- Upscale breads, upscale image
- Remodeling
- Transparency
Innovators and Innovations: Core Competencies
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- Standing out during breakfast
- Kids’ offerings: Healthful and fun
- Late night daypart
- Menu variety appeals to consumers
- Co-branding taps into the familiar
- Crowdsourcing reaches core consumers
- LTO beverages help drive interest
Enticing Consumers with Technology
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- Real-world applications
- Décor makes consumers more comfortable
Trend Applications
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- Trend: Minimize Me
- Trend: Experience Is All
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Market size insight
- Quick service restaurant sales and forecast
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- Figure 6: Total U.S. retail sales of quick service restaurants, at current prices, 2008-18
- Figure 7: Total U.S. retail sales of quick service restaurants, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total U.S. retail sales of quick service restaurants, at current prices, 2008-18
Market Drivers
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- Economic indicators
- Rising commodity prices
- Government legislation
- Cultural diversity
- Millennials drive usage
- Childhood obesity and diabetes
Competitive Context
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- Grocery stores
- Food trucks, kiosks and walk-ups
- Convenience stores
- Fast casual restaurants
- Full-service restaurants
Marketing Strategies
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- Overview of the brand landscape
- Television advertisements
- Arby’s
- Burger King
- McDonald’s
- Subway
- Taco Bell
- Wendy’s
- Crowdsourcing – the power of consumer feedback
- Interactive marketing
- Sweepstakes and contests
- In-store games
- Co-branding tie-ins
- Endorsements and sponsorships
- Causes and charitable programs
- Local community involvement
Menu Analysis – Food Items
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- Segment overview
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- Figure 9: Segment breakdown of food menu items at restaurants, by incidence, Q1 2010-13
- Menu section
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- Figure 10: Menu breakdown of food menu items at quick service restaurants, by incidence, Q1 2010-13
- Menu items
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- Figure 11: Top 10 food menu items at quick service restaurants, by incidence, Q1 2010-13
- Marketing claims
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- Figure 12: Top 10 marketing claims for food menu items at quick service restaurants, by incidence, Q1 2010-13
- Nutritional claims
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- Figure 13: Top 10 nutritional claims for food menu items at quick service restaurants, by incidence, Q1 2010-13
- Geographical claims
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- Figure 14: Top 10 geographical claims for food menu items at quick service restaurants, by incidence, Q1 2010-13
- Kids’ menu items
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- Figure 15: Top 10 kids’ menu items at quick service restaurants, by incidence, Q1 2010-13
Menu Analysis – Drink Items
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- Segment overview
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- Figure 16: Segment breakdown of beverage menu items at restaurants, by incidence, Q1 2010-13
- Menu items
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- Figure 17: Top 10 beverage menu items at quick service restaurants, by incidence, Q1 2010-13
- Marketing claims
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- Figure 18: Top 10 marketing claims for drink items at quick service restaurants, by incidence, Q1 2010-13
- Nutritional claims
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- Figure 19: Top 10 nutritional claims for menu items at quick service restaurants, by incidence, Q1 2010-13
Quick Service Restaurant Usage and Dayparts
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- Key points
- Burger concepts are consistently popular throughout all dayparts
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- Figure 20: Quick service restaurant usage and dayparts, May 2013
- Men are more likely to visit most quick serve types compared to women
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- Figure 21: Any quick service restaurant usage and dayparts, by gender, May 2013
- Figure 22: Any daypart usage, by gender, May 2013
- Young consumers more likely to visit most QSR types and dayparts
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- Figure 23: Any quick service restaurant usage and dayparts, by age, May 2013
- Figure 24: Any daypart usage, by age, May 2013
- Middle class visit Mexican and Asian quick serves more than other groups
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- Figure 25: Any quick service restaurant usage and dayparts, by household income, May 2013
- Blacks visit chicken concepts more than any other group, while Asians choose Asian, beverage and snack QSRs
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- Figure 26: Any quick service restaurant usage and dayparts, by race, May 2013
- Figure 27: Any daypart usage, by race, May 2013
- Hispanics more likely than non-Hispanics to use every QSR type
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- Figure 28: Any quick service restaurant usage and dayparts, by Hispanic origin, May 2013
- Figure 29: Any daypart usage, by Hispanic origin, May 2013
- Regional differences emerge in QSR type and daypart preferred
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- Figure 30: Any quick service restaurant usage and dayparts, by region, May 2013
- Figure 31: Any daypart usage, by region, May 2013
Changes in Behavior at Quick Service Restaurants
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- Key points
- Consumers are restricting spending by cooking at home and using deals
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- Figure 32: Changes in behavior at quick service restaurants, May 2013
- Women are more budget-conscious but seek healthful, upscale items
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- Figure 33: Changes in behavior at quick service restaurants (more), by gender, May 2013
- Millennials are significant, but trade up to fast casual the most
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- Figure 34: Changes in behavior at quick service restaurants (more), by age, May 2013
- Hispanics are looking for increased value in terms of price and quality
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- Figure 35: Changes in behavior at quick service restaurants (more), by Hispanic origin, May 2013
Drivers for Quick Service Restaurants
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- Key points
- Consumers most interested in on-the-go consumption and drive-thrus
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- Figure 36: Drivers for quick service restaurant visits, by gender, May 2013
- Young consumers find low prices and snack items to be most important
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- Figure 37: Drivers for quick service restaurant visits, by age, May 2013
- Low-income consumers are willing to sacrifice speed for low prices
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- Figure 38: Drivers for quick service restaurant visits, by household income, May 2013
- Blacks seek craveable items, while Asians look for affordable combo meals
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- Figure 39: Drivers for quick service restaurant visits, by race/Hispanic origin, May 2013
- Hispanics are more likely to seek affordable combo meals at quick serves
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- Figure 40: Drivers for quick service restaurant visits, by race/Hispanic origin, May 2013
Desired Improvements for Quick Service Restaurants
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- Key points
- Consumers seek items with lower calories and higher amounts of produce
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- Figure 41: Desired improvements for quick service restaurants, by gender, May 2013
- Young consumers want customized smoothies and juices, while older consumers desire smaller items at lower prices
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- Figure 42: Desired improvements for quick service restaurants, by age, May 2013
- Low-income consumers seek smoothies and juices, while affluent consumers want healthful items that are low in calories
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- Figure 43: Desired improvements for quick service restaurants, by household income, May 2013
- Whites and Asians seek healthier items in terms of calories and ingredients
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- Figure 44: Desired improvements for quick service restaurants, by race/Hispanic origin, May 2013
- Hispanics desire a greater variety of breakfast and coffee selections
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- Figure 45: Desired improvements for quick service restaurants, by race/Hispanic origin, May 2013
Consumer Behavior at Quick Service Restaurants
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- Key points
- Consumers order the same things using to-go or drive-thrus
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- Figure 46: Consumer behavior at quick service restaurants, by gender, May 2013
- Young consumers price sensitive, but seek customization; older consumers most likely to order coffee and breakfast
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- Figure 47: Consumer behavior at quick service restaurants, by age, May 2013
- Low-income consumers visit QSRs due to price and order off dollar menu, middle class use drive-thru, and affluent desire customization
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- Figure 48: Consumer behavior at quick service restaurants, by household income, May 2013
- Blacks use drive-thrus and eat in transit; Asians buy coffee and breakfast
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- Figure 49: Consumer behavior at quick service restaurants, by race/Hispanic origin, May 2013
- Hispanics buy food and drink at breakfast, choosing QSRs over sit-downs
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- Figure 50: Consumer behavior at quick service restaurants, by race/Hispanic origin, May 2013
- Northeasterners like breakfast; Midwesterners create dollar menu meals
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- Figure 51: Consumer behavior at quick service restaurants, by region, May 2013
Consumer Attitudes toward Quick Service Restaurants
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- Key points
- Women want upscale, healthful items; men want a better dine-in experience
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- Figure 52: Consumer attitudes toward quick service restaurants (any agree), by gender, May 2013
- Young consumers are looking for healthful items and dine-in ambience
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- Figure 53: Consumer attitudes toward quick service restaurants (any agree), by age, May 2013
- Hispanics view freshness and healthiness as separate food qualities
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- Figure 54: Consumer attitudes toward quick service restaurants (any agree), by Hispanic origin, May 2013
- Westerners see QSRs as cheap; Northeasterners see QSRs as unhealthful
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- Figure 55: Consumer attitudes toward quick service restaurants (any agree), by region, May 2013
Cluster Analysis
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- Super Users
- Demographics
- Characteristics
- Opportunity
- Fancy Pants
- Demographics
- Characteristics
- Opportunity
- Budget Bills
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 56: Target clusters, May 2013
- Figure 57: Any quick service restaurant usage and dayparts, by target clusters, May 2013
- Figure 58: Any daypart usage, by target clusters, May 2013
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- Figure 59: Changes in behavior at quick service restaurants (more), by target clusters, May 2013
- Figure 60: Changes in behavior at quick service restaurants (more), by target clusters, May 2013
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- Figure 61: Drivers for quick service restaurant visits, by target clusters, May 2013
- Figure 62: Desired improvements for quick service restaurants, by target clusters, May 2013
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- Figure 63: Consumer behavior at quick service restaurants, by target clusters, May 2013
- Figure 64: Consumer attitudes toward quick service restaurants (any agree), by target clusters, May 2013
- Cluster demographic tables
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- Figure 65: Target clusters, by demographic, May 2013
- Cluster methodology
Appendix – Additional Tables
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- Figure 66: Any daypart usage, by household income, May 2013
- Figure 67: Changes in behavior at quick service restaurants (more), by household income, May 2013
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- Figure 68: Changes in behavior at quick service restaurants (more), by race, May 2013
- Figure 69: Changes in behavior at quick service restaurants (more), by region, May 2013
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- Figure 70: Drivers for quick service restaurant visits, by region, May 2013
- Figure 71: Desired improvements for quick service restaurants, by region, May 2013
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- Figure 72: Consumer attitudes toward quick service restaurants (any agree), by household income, May 2013
- Figure 73: Consumer attitudes toward quick service restaurants (any agree), by race, May 2013
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Appendix – Market Drivers
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- Consumer confidence
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- Figure 74: University of Michigan’s Index of Consumer Sentiment (ICS), 2007-13
- Unemployment
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- Figure 75: U.S. unemployment rate, by month, 2002-13
- Figure 76: U.S. unemployment and underemployment rates, 2007-13
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- Figure 77: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 78: Changes in USDA Food Price Indexes, 2011 through June 25, 2013
- Obesity
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- Figure 79: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
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- Figure 80: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 81: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 82: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 83: U.S. population, by age, 2008-18
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- Figure 84: U.S. households, by presence of own children, 2002-12
Appendix – Trade Associations
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