Table of Contents
Executive Summary
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- Overview
- The insights
- Black consumers motivated to dine at QSRs for different reasons
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- Figure 1: Black quick service restaurant dining segments, February 2019
- QSR chain preferences tied to location and meal occasions
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- Figure 2: Restaurant type visitation, total vs Black, February 2019
- Black diners are interested in the novelty and convenience of online ordering
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- Figure 3: QSR innovations – Technology, February 2019
- QSRs can compete on food quality and taste
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- Figure 4: Key drivers of satisfaction with visitation satisfaction, February 2019
- Value meals are priced just right
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- Figure 5: Price of menu items – Value meal – Optimal and threshold prices, February 2019
- QSRs are good for an occasional quick and tasty bite to eat
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- Figure 6: Attitudes toward QSRs, February 2019
- What it means
The Market – What You Need to Know
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- Black consumers eat at QSRs more often than the general market
- Burger chains are the most visited, but chicken chains are strong contenders
- Few diners use mobile apps, but adoption poised to grow
- Black consumers spend less money per dining out occasion
The Black Population By the Numbers
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- There are 44 million Black people in the US
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- Figure 7: US population by race and Hispanic origin, 2019
Market Perspective
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- Black consumers visit fast food restaurants more often
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- Figure 8: Median fast food restaurant visits in the past 30 days, total and Black, October 2017-November 2018
- Dinner and lunch dominate restaurant visits, but Black consumers go all day
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- Figure 9: Fast food restaurant visits, by meal occasion and gender, total and Black, October 2017-November 2018
- Black diners typically eat with others, but also like to indulge alone
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- Figure 10: Fast food restaurant visits, by accompaniment, total and Black, October 2017-November 2018
- McDonald’s tops Black diners’ list
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- Figure 11: Top 15 fast food and drive-in restaurants, total vs Black, October 2017-November 2018
- Restaurant app usage is in the nascent stage
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- Figure 12: Restaurant app usage in the past 30 days, total vs Black, October 2017-November 2018
Market Factors
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- Black males outnumber females until they reach middle age
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- Figure 13: Black population, by gender and age, 2019
- Black and single with no children households on the rise
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- Figure 14: Households by detailed type, total and Black, 2008 and 2018
- Nearly one third of Black households include children
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- Figure 15: Households with related children, by race and Hispanic origin of householder, 2018
- Black consumers spend less than the general market on food away from home
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- Figure 16: Average household annual spending on food away from home, total and Black, 2007-17
Key Trends – What You Need to Know
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- Restaurant tech innovation shows promise among Black diners
- Plant-based meat options of little interest to Black diners
- Black diners want to know that QSRs care about their community
What’s Working?
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- Black diners lean into restaurant tech innovation
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- Figure 17: QSR innovations – Technology, February 2019
- McDonald’s creates outreach specifically to Black Millennials
What’s Struggling?
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- Black diners have a trust gap with vegetarian and vegan options at QSRs
What’s Next?
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- Corporate practices matter when aligned with diner’s interests
- The “Fight for $15” organization may impact Black workers and diners
The Consumer – What You Need to Know
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- Most Black consumers visit QSRs on a regular basis
- Black diners more likely to visit the top three QSR chain types
- Proximity is the main driver of QSR visits
- Premium, natural ingredient menu items most appealing innovation
- Black diners are equally satisfied with QSR locations and food
- Current menu prices are just right
- QSRs are just fine to eat at – on occasion
Black Quick Service Restaurant Dining Segments
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- Nearly all Black diners eat fast food, but meal occasions vary
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- Figure 18: Black quick service restaurant dining segments, February 2019
- Power Fast Food Diners visit QSRs for a quick, easy meal
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- Figure 19: Power fast food diner segment, February 2019
- Clean(er) Fast Food Diners visit infrequently due to lack of healthy choices
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- Figure 20: Clean(er) fast food diner segment, February 2019
- Everyday Fast Food Diners like QSRs for what they deliver . . . indulgent fast food at a good value
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- Figure 21: Everyday fast food diner segment, February 2019
- Utility Fast Food Diners eat at QSRs if they have no other option
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- Figure 22: Utility fast food diner segment, February 2019
Restaurant Type Visitation
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- Burger chains most visited, but pizza and chicken chains preferred
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- Figure 23: Restaurant type visitation, total vs Black, February 2019
- Black Gen Z and Millennials less likely to dine out
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- Figure 24: Restaurant type visitation, by total vs Black generations, February 2019
- Heavy QSR diners most likely to eat anywhere away from home
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- Figure 25: Restaurant type visitation, by Black quick service restaurant dining segments, February 2019
- QSRs offer convenient meal occasions for parents
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- Figure 26: Restaurant visitation, by parental status, February 2019
QSR Visitation Drivers
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- QSRs offer easily accessible, inexpensive fare
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- Figure 27: QSR visitation drivers, total vs Black, February 2019
- Black moms treat their kids . . . and themselves to QSR food
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- Figure 28: QSR visitation drivers, total moms vs Black moms, February 2019
- QSRs basics are appealing to Black diners
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- Figure 29: QSR visitation drivers by Black quick service restaurant dining segments, February 2019
- Married parents seek convenience, single parents want budget menu options
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- Figure 30: QSR visitation drivers, by marital and parental status, February 2019
QSR Innovations
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- Better food tops Black diners’ list
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- Figure 31: QSR innovations, February 2019
- Women gravitate toward menu and tech innovation, men stick to tech
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- Figure 32: QSR innovations, by gender and age, February 2019
- Premium items are important for most, but healthier options – not so much
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- Figure 33: QSR innovations, by Black quick service restaurant dining segments, February 2019
Visitation Satisfaction
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- Black diners are satisfied with QSRs
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- Figure 34: Visitation satisfaction, February 2019
- Black diners return to QSRs because the food tastes good
- Methodology
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- Figure 35: Key drivers of visitation satisfaction, February 2019
- Frequent QSR diners visit for the easily accessible food, but forego service
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- Figure 36: Visitation satisfaction, by Black quick service restaurant dining segments, February 2019
Menu Price Sensitivity
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- Reasonable meal prices and product deliver value to Black diners
- Methodology
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- Figure 37: Menu price sensitivity – average of value meal and premium meat item, February 2019
- A $10 value meal loses its value
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- Figure 38: Price of menu items – Value meal – Threshold prices, February 2019
- QSR premium entrée items on par with fast casual
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- Figure 39: Price of menu items – Premium meat item – Threshold prices, February 2019
- Budget-conscious diners willing to treat themselves to a QSR meal
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- Figure 40: Menu price sensitivity, by self-reported financial situation, February 2019
Attitudes toward QSRs
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- QSR food is fine for what it is – easily accessible, inexpensive fare
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- Figure 41: Attitudes toward QSRs – February 2019
- Fast food is an occasional indulgence, but some feel guilty afterward
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- Figure 42: Attitudes toward QSRs – The food, by Black quick service restaurant dining segments, February 2019
- Diners see . . . and react to QSRs’ attempt to compete with other restaurants
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- Figure 43: Attitudes toward QSRs – Competition, by Black quick service restaurant dining segments, February 2019
- Black diners expect QSRs to reflect their values
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- Figure 44: Attitudes toward QSRs – Service, by Black quick service restaurant dining segments, February 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 45: Median fast food restaurant visits, total and Black, October 2017-November 2018
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- Figure 46: Fast food restaurant visits, by meal occasion and gender, total and Black, October 2017-November 2018
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- Figure 47: Fast food restaurant visits, by accompaniment, total and Black, October 2017-November 2018
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- Figure 48: Top 30 fast food and drive-in restaurants, total vs Black, October 2017-November 2018
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- Figure 49: Restaurant app usage in the past 30 days, total vs Black, October 2017-November 2018
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