Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Consumers have defined associations with fast food and fast casual
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- Figure 1: Dish association between fast food and fast casuals, November 2016
- iGens are low-frequency visitors
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- Figure 2: Low-frequency (one to three times a month or less than once a month) fast casual visitation, by cuisine type, by generation, November 2016
- Millennials are not motivated by affordability
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- Figure 3: Importance of affordability, by generation, November 2016
- The opportunities
- Hispanic Millennials are a key target for fast casuals
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- Figure 4: High-frequency visitation (one to three times a week or more), by cuisine type, by Hispanic Millennials and non-Hispanic Millennials, November 2016
- Women value the social experience
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- Figure 5: Fast casual statement agreement, any agreement, by gender, November 2016
- Online ordering is the wave of the future
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- Figure 6: Important qualities of a fast casual, by generation, November 2016
- What it means
The Market – What You Need to Know
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- QSRs seek to offer a more premium experience
- Smartphone ownership redefines meals
- The evolution of a foodie
Market Perspective
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- Casual dining chains entering the fast casual scene
- QSRs competing with premium fast casual factors
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- Figure 7: Number of menu items at QSRs with menu and ingredient claims, Q4 2015-16
Market Factors
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- A smartphone in every pocket
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- Figure 8: Smartphone owners, by age, November 2016
- Food halls and breweries provide new expansion opportunities
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- Figure 9: Gourmet food hall visitation, by generation, September 2016
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- Figure 10: Local bar / brewery visitation, by generation, September 2016
- Hispanics are an important segment to watch
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- Figure 11: Population by race and Hispanic origin, 2012-22
- The foodie movement
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- Figure 12: Statement agreement, “I consider myself a foodie,” by Millennials and non-Millennial foodies, May 2016
Key Players – What You Need to Know
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- Expansion is not straightforward
- Established chains continue to show growth
- Emerging segments show a focus on beverages
The Fast Casual Identity
Key Fast Casual Players – Established Chains
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- Chipotle
- Panera Bread
- Corner Bakery
- Noodles & Company
- Shake Shack
- Blaze Pizza
Smaller/Independent Fast Casuals
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- Mendocino Farms
- Holler & Dash
- The Kebab Shop
- Homegrown
- honeygrow
- Nachoria
- Antique Taco
Segments to Watch
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- International
- Indian cuisine introduces new flavor profiles in familiar settings
- Seafood
- Health
Social Media Fast Casual Analysis Data
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- Methodology
- Facebook remains the most dominant source of followers
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- Figure 13: Total Number of social media followers, Oct. 1, 2016-Dec. 31, 2016
- Followers don’t equal engagement
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- Figure 14: Total Number of social media engagements, Oct. 1, 2016-Dec. 31, 2016
- Shake Shack posts frequently, Chipotle emphasizes Twitter
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- Figure 15: Total number of social media posts, Oct. 1, 2016-Dec. 31, 2016
The Consumer – What You Need to Know
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- A new take on combo deals
- Affordable and fresh are the top associations
- The importance of menu variety
Fast Casual Visitation
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- Consumers show cuisine diversity in fast casual visitation
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- Figure 16: Any fast casual visitation, by cuisine type, November 2016.
- Indulgent options lead in high-frequency visitation
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- Figure 17: High-frequency fast casual visitation, by cuisine type, November 2016
- Men and Millennials: A core fast casual demographic
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- Figure 18: Any fast casual visitation, by cuisine type, by gender, November 2016
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- Figure 19: High-frequency fast casual visitation, by cuisine type, by generation, November 2016
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- Figure 20: Low-frequency fast casual visitation, by cuisine type, by generation, November 2016
- Hispanic Millennials are a demographic to watch
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- Figure 21: High-frequency visitation, by cuisine type, by Hispanic Millennials and non-Hispanic Millennials, November 2016
- The urban and suburban difference
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- Figure 22: Any fast casual visitation, by cuisine type, by urban and suburban Millennials, November 2016
- Don’t ignore dad in marketing campaigns
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- Figure 23: any fast casual visitation, by cuisine type, by mothers and fathers, November 2016
Visitation Motivators
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- Consumers crave combo deals
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- Figure 24: Turf Analysis, increased visitation motivators, November 2016
- More than half of World War II/Swing generation consumers are not motivated by any factors
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- Figure 25: Increased fast casual visitation motivators, by generation, November 2016
- The drive-thru factor
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- Figure 26: Drive-Thru as a fast casual motivator, by mothers and fathers, November 2016
- Hispanic Millennials care about breakfast and WiFi
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- Figure 27: Increased fast casual visitation motivators, by Hispanics, November 2016
- Low-frequency visitors driven in by combo deals and new menu items
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- Figure 28: Increased fast casual visitation motivators, by visitation frequency, November 2016
Fast Casual Associations
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- Affordable is a key fast casual association
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- Figure 29: Fast casual associations, any rank, November 2016
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- Figure 30: Fast casual associations, any rank, by gender, November 2016
- Suburban Millennials show a stronger association with affordability
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- Figure 31: Fast casual associations, any rank, by urban and suburban millennials, November 2016
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- Figure 32: Fast casual associations, any rank, by age, November 2016
Attitudes toward Fast Casuals
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- Fast casuals remain a key hot spot for lunch
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- Figure 33: Fast casual statement agreement, any agreement, November 2016
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- Figure 34: Fast casual statement agreement, any agreement, by age, November 2016
- Younger consumers pay more attention to transparency and innovation
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- Figure 35: Fast casual statement agreement, any agreement, by age, November 2016
- Men focus on food, women focus on the experience
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- Figure 36: Fast casual statement agreement, any agreement, by gender, November 2016
- A convenient dinner option for parents
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- Figure 37: Fast casual statement agreement, any agreement, by parents and nonparents, November 2016
Important Fast Casual Factors
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- A focus on the basics
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- Figure 38: Important qualities of a fast casual, November 2016
- Affordability is key for low-frequency visitors
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- Figure 39: Important qualities of a fast casual, by high-frequency visitors and low-frequency visitors, November 2016
- Millennials display a different value perspective
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- Figure 40: Importance of affordability, by generation, November 2016
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- Figure 41: Important qualities of a fast casual, by generation, November 2016
- Defining affordability through customization
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- Figure 42: Important qualities of a fast casual, by income, November 2016
Fast Food and Fast Casual Dishes
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- Fast food and fast casual dishes maintain traditional associations
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- Figure 43: Dish association between fast food and fast casual, November 2016
- Millennials show greater equality between segments
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- Figure 44: Breakfast sandwich association between fast food and fast casual, by generation, November 2016
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- Figure 45: Burger association between fast food and fast casual, by generation, November 2016
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- Figure 46: Side dish association between fast food and fast casual, by generation, November 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – TURF Analysis
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- Methodology
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- Figure 47: Table – TURF analysis – Increased visitation motivators, November 2016
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