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LSR: Burger, Chicken and Seafood Concepts - US - August 2014

“Limited service burger, chicken, and seafood restaurants face stiff competition among themselves and against other concepts. Often competing on price, these concepts rely on core offerings coupled with innovative items to draw attention. These operators have also overhauled their menus to add healthful options and ramped up their usage of technology to remain relevant to consumers.”
– Bethany Wall, Foodservice Analyst

This report looks at the following areas:

  • Core offerings: What consumers are most concerned with at restaurants
  • Healthfulness: How these concepts overcome unhealthy perception
  • Innovation: How these concepts innovate to drive brand excitement
  • Value: How these concepts provide value, while obtaining healthy margins
  • Technology: How these concepts utilize technology to drive loyalty

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Mintel Menu Insights
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US sales and fan chart forecast of limited service restaurants, at current prices, 2009-19
                      • Market drivers
                        • Competitive context
                          • Offerings and marketing
                            • Restaurant usage
                              • Figure 2: LSR burger, chicken, seafood concept usage, June 2014
                            • Consumption place
                              • Figure 3: LSR burger, chicken, seafood consumption place, June 2014
                            • Restaurant deals
                              • Figure 4: LSR burger, chicken, seafood concept deals, June 2014
                            • Restaurant drivers
                              • Figure 5: LSR burger, chicken, seafood concept drivers, June 2014
                            • What we think
                            • Issues and Insights

                                • Core offerings: What consumers are most concerned with at restaurants
                                  • The issues
                                    • The implications
                                      • Healthfulness: How these concepts overcome unhealthy perception
                                        • The issues
                                          • The implications
                                            • Innovation: How these concepts innovate to drive brand excitement
                                              • The issues
                                                • The implications
                                                  • Value: How these concepts provide value, while obtaining healthy margins
                                                    • The issues
                                                      • The implications
                                                        • Technology: How these concepts utilize technology to drive loyalty
                                                          • The issues
                                                            • The implications
                                                            • Trend Application

                                                                • Trend: Patriot Games
                                                                  • Trend: Greenfluencers
                                                                    • Trend: Help Me Help Myself
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Market size and forecast
                                                                          • Figure 6: Total US sales and forecast of limited service restaurants, at current prices, 2009-19
                                                                          • Figure 7: Total US sales and forecast of limited service restaurants, at inflation-adjusted prices, 2009-19
                                                                        • Fan chart forecast
                                                                            • Figure 8: Total US sales and fan chart forecast of limited service restaurants, at current prices, 2009-19
                                                                        • Market Drivers

                                                                          • Economic indicators
                                                                            • Cost and inflation of food items
                                                                              • Governmental legislation
                                                                                • Allergies and gluten-free
                                                                                  • Millennials drive usage
                                                                                    • Promoting health to children
                                                                                      • Corporate responsibility
                                                                                      • Innovations and Innovators – Operational Strategies

                                                                                        • Dollar menus
                                                                                          • Value offerings
                                                                                            • Ordering and payment
                                                                                              • Discounts and coupons
                                                                                                • Loyalty programs
                                                                                                  • Co-branded menu items
                                                                                                    • Themed and seasonal LTOs
                                                                                                      • Rebranding efforts
                                                                                                        • Technology
                                                                                                        • Innovations and Innovators – Health

                                                                                                          • Calorie count
                                                                                                            • Better-for-you Items
                                                                                                              • Fresh ingredients
                                                                                                              • Innovations and Innovators – Ancillary Items

                                                                                                                • Alcoholic beverages
                                                                                                                  • Non-alcoholic beverages
                                                                                                                    • Indulgent treats
                                                                                                                      • Breakfast offerings
                                                                                                                      • Innovations and Innovators – Flavors and Ingredients

                                                                                                                        • Ethnic items
                                                                                                                          • Regional items
                                                                                                                            • American items ethnicized
                                                                                                                              • Sauces
                                                                                                                                • Focus on bread
                                                                                                                                  • Focus on protein
                                                                                                                                    • Beef items
                                                                                                                                      • Chicken items
                                                                                                                                        • Pork items
                                                                                                                                          • Seafood items
                                                                                                                                            • Turkey items
                                                                                                                                            • Competitive Context

                                                                                                                                              • Eating at home
                                                                                                                                                • Convenience stores
                                                                                                                                                  • Limited service restaurants
                                                                                                                                                    • Full service restaurants
                                                                                                                                                      • Catering and delivery
                                                                                                                                                      • Featured Companies

                                                                                                                                                        • Blanc Burgers
                                                                                                                                                          • Figure 9: Blanc Burgers, August 2014
                                                                                                                                                        • Burger 21
                                                                                                                                                          • Figure 10: Burger 21, August 2014
                                                                                                                                                        • Burger Lounge
                                                                                                                                                          • Figure 11: Burger Lounge, August 2014
                                                                                                                                                        • Burger Works
                                                                                                                                                          • Figure 12: Burger Works, August 2014
                                                                                                                                                        • Elevation Burger
                                                                                                                                                          • Figure 13: Elevation Burger, August 2014
                                                                                                                                                        • Farm Burger
                                                                                                                                                          • Figure 14: Farm Burger, August 2014
                                                                                                                                                        • Flip Side
                                                                                                                                                          • Figure 15: Flip Side, August 2014
                                                                                                                                                        • JR’s Burger Grill
                                                                                                                                                          • Figure 16: JR’s Burger Grill, August 2014
                                                                                                                                                        • The Three Stooges Burger House
                                                                                                                                                          • Figure 17: The Three Stooges Burger House, August 2014
                                                                                                                                                        • Zinburger Wine & Burger Bar
                                                                                                                                                          • Figure 18: Zinburger Wine & Burger Bar, August 2014
                                                                                                                                                        • Funky Chicken
                                                                                                                                                          • Figure 19: Funky Chicken, August 2014
                                                                                                                                                        • KFC Eleven
                                                                                                                                                          • Figure 20: KFC Eleven, August 2014
                                                                                                                                                        • PDQ
                                                                                                                                                          • Figure 21: PDQ, August 2014
                                                                                                                                                        • Slim Chickens
                                                                                                                                                          • Figure 22: Slim Chickens, June 2014
                                                                                                                                                        • Super Chix
                                                                                                                                                          • Figure 23: Super Chix, August 2014
                                                                                                                                                      • Marketing Strategies

                                                                                                                                                        • Television marketing
                                                                                                                                                          • Out of home
                                                                                                                                                            • Road trips
                                                                                                                                                              • Digital marketing
                                                                                                                                                                • In-store and mobile games
                                                                                                                                                                  • Sweepstakes and contests
                                                                                                                                                                    • Crowdsourcing
                                                                                                                                                                      • Brand mascots
                                                                                                                                                                        • Endorsements and partnerships
                                                                                                                                                                          • Causes and charities
                                                                                                                                                                            • Kids’ charities
                                                                                                                                                                              • Local community
                                                                                                                                                                              • Social Media

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Market overview
                                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                                        • Figure 24: Key social media metrics for select restaurants, July 2014
                                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                                        • Figure 25: Brand usage and awareness levels for select restaurants, June 2014
                                                                                                                                                                                      • Interactions with restaurants
                                                                                                                                                                                        • Figure 26: Interactions with select restaurants, June 2014
                                                                                                                                                                                      • Leading online campaigns
                                                                                                                                                                                        • Mobile
                                                                                                                                                                                          • User-generated content
                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                • Figure 27: Share of voice for select restaurants, by week, Aug. 4, 2013-Aug. 3, 2014
                                                                                                                                                                                              • Where are people talking about restaurants?
                                                                                                                                                                                                • Figure 28: Share of voice for select restaurants, by page type, Aug. 4, 2013-Aug. 3, 2014
                                                                                                                                                                                              • What are people talking about?
                                                                                                                                                                                                • Figure 29: Topics of conversation among select restaurants, Aug. 4, 2013-Aug. 3, 2014
                                                                                                                                                                                            • Menu Analysis – Burger Concepts

                                                                                                                                                                                              • By menu type
                                                                                                                                                                                                • By menu dish
                                                                                                                                                                                                  • By ingredient
                                                                                                                                                                                                    • By ingredient preparation
                                                                                                                                                                                                    • Menu Analysis – Chicken Concepts

                                                                                                                                                                                                      • By menu type
                                                                                                                                                                                                        • By menu dish
                                                                                                                                                                                                          • By ingredient
                                                                                                                                                                                                            • By ingredient preparation
                                                                                                                                                                                                            • Menu Analysis – Seafood Concepts

                                                                                                                                                                                                              • By menu dish
                                                                                                                                                                                                                • By ingredient
                                                                                                                                                                                                                  • By flavor of ingredient
                                                                                                                                                                                                                    • By ingredient preparation
                                                                                                                                                                                                                    • Consumer Data – Overview

                                                                                                                                                                                                                        • Restaurant usage
                                                                                                                                                                                                                          • Figure 30: LSR burger, chicken, seafood concept usage, June 2014
                                                                                                                                                                                                                        • Consumption place
                                                                                                                                                                                                                            • Figure 31: LSR burger, chicken, seafood concept consumption place, June 2014
                                                                                                                                                                                                                          • Ordering method
                                                                                                                                                                                                                              • Figure 32: LSR burger, chicken, seafood concept ordering method, June 2014
                                                                                                                                                                                                                            • Change in behavior
                                                                                                                                                                                                                                • Figure 33: LSR burger, chicken, seafood concept increases in behavior, June 2014
                                                                                                                                                                                                                              • Restaurant deals
                                                                                                                                                                                                                                  • Figure 34: LSR burger, chicken, seafood concept deals, June 2014
                                                                                                                                                                                                                                • Restaurant drivers
                                                                                                                                                                                                                                    • Figure 35: LSR burger, chicken, seafood concept drivers, June 2014
                                                                                                                                                                                                                                  • Consumer attitudes
                                                                                                                                                                                                                                      • Figure 36: LSR burger, chicken, seafood concept attitudes, June 2014
                                                                                                                                                                                                                                  • Consumer Data – By Segment

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Quick serve consumers use drive-thrus, eat in transit, and focus on price
                                                                                                                                                                                                                                        • Fast casuals seek health, authenticity, transparency, and technology
                                                                                                                                                                                                                                          • Consumer tables by segment
                                                                                                                                                                                                                                            • Figure 37: LSR burger, chicken, seafood concept usage, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 38: LSR burger, chicken, seafood concept usage, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 39: LSR burger, chicken, seafood concept consumption place, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 40: LSR burger, chicken, seafood concept ordering method, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 41: LSR burger, chicken, seafood concept increases in behavior, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 42: LSR burger, chicken, seafood concept deals, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 43: LSR burger, chicken, seafood concept drivers, by restaurant segments, June 2014
                                                                                                                                                                                                                                            • Figure 44: LSR burger, chicken, seafood concept attitudes, by restaurant segments, June 2014
                                                                                                                                                                                                                                        • Consumer Data – By Restaurant Cuisine

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Burger concept users are on the go and consume items out-of-store
                                                                                                                                                                                                                                              • Seafood users most likely to increase ordering healthy and authentic items
                                                                                                                                                                                                                                                • Consumer tables by restaurant cuisine
                                                                                                                                                                                                                                                  • Figure 45: LSR burger, chicken, seafood concept usage, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 46: LSR burger, chicken, seafood concept usage, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 47: LSR burger, chicken, seafood concept consumption place, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 48: LSR burger, chicken, seafood concept ordering method, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 49: LSR burger, chicken, seafood concept increases in behavior, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 50: LSR burger, chicken, seafood concept deals, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 51: LSR burger, chicken, seafood concept drivers, by restaurant types, June 2014
                                                                                                                                                                                                                                                  • Figure 52: LSR burger, chicken, seafood concept attitudes, by restaurant types, June 2014
                                                                                                                                                                                                                                              • Consumer Data – By Daypart

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Snack-time users avoid restaurants that use unsustainable ingredients
                                                                                                                                                                                                                                                    • Dinner users are apathetic to sustainability and authentic regional items
                                                                                                                                                                                                                                                      • Late night users value signature items, health, and customization
                                                                                                                                                                                                                                                        • Consumer tables by daypart
                                                                                                                                                                                                                                                          • Figure 53: LSR burger, chicken, seafood concept usage, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 54: LSR burger, chicken, seafood concept usage, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 55: LSR burger, chicken, seafood concept consumption place, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 56: LSR burger, chicken, seafood concept ordering method, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 57: LSR burger, chicken, seafood concept increases in behavior, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 58: LSR burger, chicken, seafood concept deals, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 59: LSR burger, chicken, seafood concept drivers, by daypart, June 2014
                                                                                                                                                                                                                                                          • Figure 60: LSR burger, chicken, seafood concept attitudes, by daypart, June 2014
                                                                                                                                                                                                                                                      • Consumer Data – Ordering Method

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • In-store consumers are the least likely to consume orders at home
                                                                                                                                                                                                                                                            • Drive-thru consumers place importance on speed and price above all else
                                                                                                                                                                                                                                                              • Online ordering users place quality over speed and desire customization
                                                                                                                                                                                                                                                                • Mobile ordering users are concerned with health and customization
                                                                                                                                                                                                                                                                  • Consumer tables by ordering method
                                                                                                                                                                                                                                                                    • Figure 61: LSR burger, chicken, seafood concept usage, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 62: LSR burger, chicken, seafood concept usage, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 63: LSR burger, chicken, seafood concept consumption place, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 64: LSR burger, chicken, seafood concept ordering method, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 65: LSR burger, chicken, seafood concept increases in behavior, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 66: LSR burger, chicken, seafood concept deals, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 67: LSR burger, chicken, seafood concept drivers, by order placing, June 2014
                                                                                                                                                                                                                                                                    • Figure 68: LSR burger, chicken, seafood concept attitudes, by order placing, June 2014
                                                                                                                                                                                                                                                                • Consumer Data – Out-of-store Order Type

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • To-go users order in person and are least likely to eat in transit
                                                                                                                                                                                                                                                                      • Delivery users like customization, ethnic twists, authentic regional items
                                                                                                                                                                                                                                                                        • Consumer tables by out-of-store order type
                                                                                                                                                                                                                                                                          • Figure 69: LSR burger, chicken, seafood concept usage, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 70: LSR burger, chicken, seafood concept usage, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 71: LSR burger, chicken, seafood concept consumption place, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 72: LSR burger, chicken, seafood concept ordering method, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 73: LSR burger, chicken, seafood concept increases in behavior, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 74: LSR burger, chicken, seafood concept deals, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 75: LSR burger, chicken, seafood concept drivers, by order type, June 2014
                                                                                                                                                                                                                                                                          • Figure 76: LSR burger, chicken, seafood concept attitudes, by order type, June 2014
                                                                                                                                                                                                                                                                      • Consumer Data – By Consumption Place

                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                          • At work, consumers use tech and like customizable, authentic items
                                                                                                                                                                                                                                                                            • In-transit consumers are most concerned with speed and price
                                                                                                                                                                                                                                                                              • Consumer tables by consumption place
                                                                                                                                                                                                                                                                                • Figure 77: LSR burger, chicken, seafood concept usage, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 78: LSR burger, chicken, seafood concept usage, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 79: LSR burger, chicken, seafood concept consumption place, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 80: LSR burger, chicken, seafood concept ordering method, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 81: LSR burger, chicken, seafood concept increases in behavior, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 82: LSR burger, chicken, seafood concept deals, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 83: LSR burger, chicken, seafood concept drivers, by consumption place, June 2014
                                                                                                                                                                                                                                                                                • Figure 84: LSR burger, chicken, seafood concept attitudes, by consumption place, June 2014
                                                                                                                                                                                                                                                                            • Consumer Data – By Gender

                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • Men are important since they are the core consumers and increasing usage
                                                                                                                                                                                                                                                                                  • Women are most concerned with health and price and eat on the go
                                                                                                                                                                                                                                                                                    • Consumer tables by gender
                                                                                                                                                                                                                                                                                      • Figure 85: LSR burger, chicken, seafood concept usage, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 86: LSR burger, chicken, seafood concept usage, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 87: LSR burger, chicken, seafood concept consumption place, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 88: LSR burger, chicken, seafood concept ordering method, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 89: LSR burger, chicken, seafood concept increases in behavior, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 90: LSR burger, chicken, seafood concept deals, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 91: LSR burger, chicken, seafood concept drivers, by gender, June 2014
                                                                                                                                                                                                                                                                                      • Figure 92: LSR burger, chicken, seafood concept attitudes, by gender, June 2014
                                                                                                                                                                                                                                                                                  • Consumer Data – By Generation

                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                      • Younger Millennials order to-go and consume items in transit
                                                                                                                                                                                                                                                                                        • Older Millennials eat at work, seek healthy items, and desire group deals
                                                                                                                                                                                                                                                                                          • Baby Boomers use drive-thrus and are price conscious
                                                                                                                                                                                                                                                                                            • Older consumers value portion size options and fresh ingredients
                                                                                                                                                                                                                                                                                              • Consumer tables by generation
                                                                                                                                                                                                                                                                                                • Figure 93: LSR burger, chicken, seafood concept usage, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 94: LSR burger, chicken, seafood concept usage, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 95: LSR burger, chicken, seafood concept consumption place, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 96: LSR burger, chicken, seafood concept ordering method, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 97: LSR burger, chicken, seafood concept increases in behavior, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 98: LSR burger, chicken, seafood concept deals, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 99: LSR burger, chicken, seafood concept drivers, by generations, June 2014
                                                                                                                                                                                                                                                                                                • Figure 100: LSR burger, chicken, seafood concept attitudes, by generations, June 2014
                                                                                                                                                                                                                                                                                            • Consumer Data – By Income

                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                • Lower-income consumers place the biggest emphasis on affordability
                                                                                                                                                                                                                                                                                                  • Middle-income consumers are most likely to use quick service chicken concepts
                                                                                                                                                                                                                                                                                                    • The affluent seek customization as well as upscale and healthful offerings
                                                                                                                                                                                                                                                                                                      • Consumer tables by income
                                                                                                                                                                                                                                                                                                        • Figure 101: LSR burger, chicken, seafood concept usage, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 102: LSR burger, chicken, seafood concept usage, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 103: LSR burger, chicken, seafood concept consumption place, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 104: LSR burger, chicken, seafood concept ordering method, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 105: LSR burger, chicken, seafood concept increases in behavior, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 106: LSR burger, chicken, seafood concept deals, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 107: LSR burger, chicken, seafood concept drivers, by household income, June 2014
                                                                                                                                                                                                                                                                                                        • Figure 108: LSR burger, chicken, seafood concept attitudes, by household income, June 2014
                                                                                                                                                                                                                                                                                                    • Consumer Data – By Race and Hispanic Origin

                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                        • Whites are apathetic to sustainability and BFY dessert options
                                                                                                                                                                                                                                                                                                          • Blacks are most likely to seek authentic, custom, upscale, and LTO items
                                                                                                                                                                                                                                                                                                            • Asians eat fast casual orders in-store and place emphasis on customization
                                                                                                                                                                                                                                                                                                              • Hispanics are heavy users and seek value, authenticity, and health
                                                                                                                                                                                                                                                                                                                • Consumer tables by race and Hispanic origin
                                                                                                                                                                                                                                                                                                                  • Figure 109: LSR burger, chicken, seafood concept usage, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 110: LSR burger, chicken, seafood concept usage, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 111: LSR burger, chicken, seafood concept consumption place, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 112: LSR burger, chicken, seafood concept ordering method, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 113: LSR burger, chicken, seafood concept increases in behavior, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 114: LSR burger, chicken, seafood concept deals, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 115: LSR burger, chicken, seafood concept drivers, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                                  • Figure 116: LSR burger, chicken, seafood concept attitudes, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                                                                                              • Consumer Data – By Region

                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                  • Northeasterners dine in and are interested in sustainable ingredients
                                                                                                                                                                                                                                                                                                                    • Midwesterners are the heaviest users of quick service burger concepts
                                                                                                                                                                                                                                                                                                                      • Southerners use chicken and seafood concepts and value BOGO deals
                                                                                                                                                                                                                                                                                                                        • Westerners are price conscious, health focused, and adventurous
                                                                                                                                                                                                                                                                                                                          • Consumer tables by region
                                                                                                                                                                                                                                                                                                                            • Figure 117: LSR burger, chicken, seafood concept usage, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 118: LSR burger, chicken, seafood concept usage, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 119: LSR burger, chicken, seafood concept consumption place, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 120: LSR burger, chicken, seafood concept ordering method, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 121: LSR burger, chicken, seafood concept increases in behavior, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 122: LSR burger, chicken, seafood concept deals, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 123: LSR burger, chicken, seafood concept drivers, by regions, June 2014
                                                                                                                                                                                                                                                                                                                            • Figure 124: LSR burger, chicken, seafood concept attitudes, by regions, June 2014
                                                                                                                                                                                                                                                                                                                        • Consumer Data – By Parents

                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                            • Parents are heavy users and seek quality, health, and customization
                                                                                                                                                                                                                                                                                                                              • Parents with toddlers eat orders at home and like mobile coupons
                                                                                                                                                                                                                                                                                                                                • Parents with children want nutritional info and use drive-thrus less
                                                                                                                                                                                                                                                                                                                                  • Parents with teenagers tend to order to-go in the restaurant
                                                                                                                                                                                                                                                                                                                                    • Parents with adult children seek freshness and portion size options
                                                                                                                                                                                                                                                                                                                                      • Consumer tables by parents
                                                                                                                                                                                                                                                                                                                                        • Figure 125: LSR burger, chicken, seafood concept usage, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 126: LSR burger, chicken, seafood concept usage, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 127: LSR burger, chicken, seafood concept consumption place, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 128: LSR burger, chicken, seafood concept ordering method, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 129: LSR burger, chicken, seafood concept increases in behavior, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 130: LSR burger, chicken, seafood concept deals, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 131: LSR burger, chicken, seafood concept drivers, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 132: LSR burger, chicken, seafood concept attitudes, by parent/guardian with presence of children in household, June 2014
                                                                                                                                                                                                                                                                                                                                    • Appendix – Additional Tables

                                                                                                                                                                                                                                                                                                                                      • Consumer tables by area
                                                                                                                                                                                                                                                                                                                                        • Figure 133: LSR burger, chicken, seafood concept usage, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 134: LSR burger, chicken, seafood concept usage, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 135: LSR burger, chicken, seafood concept consumption place, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 136: LSR burger, chicken, seafood concept ordering method, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 137: LSR burger, chicken, seafood concept increases in behavior, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 138: LSR burger, chicken, seafood concept deals, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 139: LSR burger, chicken, seafood concept drivers, by area, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 140: LSR burger, chicken, seafood concept atittudes, by area, June 2014
                                                                                                                                                                                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                                                                                                                                                        • Figure 141: Brand usage or awareness, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 142: Burger King usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 143: Wendy’s usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 144: White Castle usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 145: In-N-Out Burger usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 146: KFC usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 147: Popeyes Louisiana Kitchen usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                                                                                                                                                        • Figure 148: Activities done, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 149: Burger King – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 150: Burger King – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 151: Burger King – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 152: Burger King – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 153: Wendy’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 154: Wendy’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 155: Wendy’s – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 156: Wendy’s – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 157: White Castle – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 158: White Castle – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 159: White Castle – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 160: In-N-Out Burger – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 161: In-N-Out Burger – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 162: In-N-Out Burger – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 163: In-N-Out Burger – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 164: KFC – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 165: KFC – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 166: KFC – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 167: KFC – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 168: Popeyes Louisiana Kitchen – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 169: Popeyes Louisiana Kitchen – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 170: Popeyes Louisiana Kitchen – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 171: Popeyes Louisiana Kitchen – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                                                                                                                                                                                        • Figure 172: Key social media metrics for select restaurants, July 2014
                                                                                                                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                                                                                                                        • Figure 173: Share of voice for select restaurants, by week, Aug. 4, 2013-Aug. 3, 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 174: Share of voice for select restaurants, by page type, Aug. 4, 2013-Aug. 3, 2014
                                                                                                                                                                                                                                                                                                                                        • Figure 175: Topics of conversation among select restaurants, Aug. 4, 2013-Aug. 3, 2014
                                                                                                                                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                                                                                      • Boulevard Brewing Co.
                                                                                                                                                                                                                                                                                                                                      • Coca-Cola Company (The)
                                                                                                                                                                                                                                                                                                                                      • KFC Corporation
                                                                                                                                                                                                                                                                                                                                      • Red Robin Gourmet Burgers Inc.
                                                                                                                                                                                                                                                                                                                                      • The Johnny Rockets Group, Inc.

                                                                                                                                                                                                                                                                                                                                      LSR: Burger, Chicken and Seafood Concepts - US - August 2014

                                                                                                                                                                                                                                                                                                                                      £3,174.67 (Excl.Tax)