Table of Contents
Executive Summary
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- The issues
- Consumers report drop in frequency of QSR visitation
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- Figure 1: QSR statement agreement, February 2016
- QSRs face increased competition from fast casual, convenience stores, and grocery
- Price promotions and value wars
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- Figure 2: QSR deal/value appeal, February 2016
- The opportunities
- Speed, convenience, and tasty food
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- Figure 3: Reasons for visiting QSR, February 2016
- Consumers have positive opinion of QSRs
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- Figure 4: Key drivers of level of satisfaction with QSR visited most often, February 2016
- Consumers want more healthy sides
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- Figure 5: QSR areas of interest, February 2016
- Technology integration
- What it means
The Market – What You Need to Know
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- US economic factors
- Any way you want it, any time you need it
Market Factors
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- Improving economy indicates favorable climate for restaurants
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- Figure 6: Unemployment and underemployment, January 2007-March 2016
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- Figure 7: Consumer Sentiment Index, January 2007-March 2016
- Food and drink available anywhere and anytime
Key Players – What You Need to Know
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- Fast food gets a face-lift
- The new faces in fast food
- Incoming international hopefuls
QSR Switches Up Its Strategy
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- Big names in QSR are taking their brands in a new direction
New and Emerging Brands
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- Fresh faces in QSR are changing “fast-food” as we know it
Global Brand Imports
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- International brands and cuisine are entering the US market
Mintel Menu Insights
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- All-day menu remains dominant, breakfast menu driving growth
- Flavors are up
- Ingredient claims up 25%, menu item claims up 21%
What’s Working?
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- Online mobile ordering and delivery
- Late-night menus and happy hours
- Loyalty programs and social media
What’s Struggling?
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- Defining what value means
- Competition from C-store and Fast Casuals
- Brand identity and authenticity
What’s Next?
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- QSRs leverage digital and social media platforms for ordering
- Would you like a beer with that?
- Dog treats at the drive-thru
The Consumer – What You Need to Know
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- QSR still the most visited restaurant segment
- Benefits of offering healthful, customizable, kid-friendly options
- Opportunities still available for QSRs despite drop in visitation frequency
QSR Visitation
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- Men, Millennials, and Hispanics are among the heaviest QSR users
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- Figure 8: QSR visitation in the past month, any visitation, February 2016
- Correspondence analysis: Order method by QSR type
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- Figure 9: Correspondence analysis of how consumers ordered QSR food, February 2016
- QSR visitation by brand
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- Figure 10: QSR visitation by brand in the past 30 days, Fall 2013-Fall 2015
QSR Areas of Opportunity
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- Diners want more healthful options at QSRs
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- Figure 11: QSR areas of interest, February 2016
- Give consumers choice when they dine out
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- Figure 12: QSR areas of interest, “Customizable menu items,” by generation, February 2016
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- Figure 13: QSR areas of interest, “Premium menu items,” by demographics, February 2016
- Reaching the female consumer
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- Figure 14: QSR areas of interest, by gender and age, February 2016
- Parents are interested in a variety of options
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- Figure 15: QSR areas of interest, by parents and age, February 2016
- Urbanites want more from QSRs
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- Figure 16: QSR areas of interest, by area, February 2016
Reasons for Visiting QSRs
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- Convenience and tastiness drive QSR visitations
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- Figure 17: Reasons for visiting QSR, February 2016
- Dads love QSRs
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- Figure 18: Reasons for visiting QSR, by parents and gender, February 2016
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- Figure 19: Top reasons for visiting a restaurant with the family, “Any rank,” June 2015, Families Dining Out – US, September 2015.
- QSR visitation reasons vary by age and income
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- Figure 20: Reasons for visiting QSR, by age and income, February 2016
Key Drivers Analysis
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- Methodology
- Overall satisfaction with QSRs is high; KDA reveals areas to improve/promote
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- Figure 21: Key drivers of level of satisfaction with QSR visited most often, February 2016
QSR Attitudes and Behaviors
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- QSR visitation is stagnant despite generally favorable opinions
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- Figure 22: QSR statement agreement, February 2016
- Loyalty programs are an area of opportunity for QSRs
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- Figure 23: QSR statement agreement, “I am more likely to visit [a QSR] that has a loyalty program,” by select demographics, February 2016
- QSR “loyalists"
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- Figure 24: QSR statement agreement, “I am willing to go out of my way to visit [a QSR] I like,” by select demographics, February 2016
QSR Deals
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- Appeal of deals varies by demographics
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- Figure 25: QSR deal/value appeal, February 2016
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- Figure 26: QSR deal/value appeal, “Family/group value meals,” by size of household, February 2016
- Women are most motivated by coupons
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- Figure 27: QSR deal/value appeal, by age and gender, February 2016
- Efficacy of deals varies by income
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- Figure 28: QSR deal/value appeal, by income, February 2016
- Parents want deals when they dine out
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- Figure 29: QSR deal/value appeal, parents, February 2016
TURF Analysis – Deals
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- Methodology
- Reach unique consumers by offering different deals/value options
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- Figure 30: TURF analysis: QSR deals, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Mintel Menu Insights
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Simmons
- 6-month NCHS Adult Study
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- Figure 31: QSR visitation by brand in the past 30 days, fall 2013-fall 2015
- Interpretation of results KDA
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- Figure 32: Level of satisfaction with QSR visited most often, – Key driver output, February 2016
- TURF analysis
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- Figure 33: TURF analysis – QSR value deals, February 2016
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