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Quick Service Restaurants - US - May 2016

"As the lines between traditional restaurant segments continue to blur, QSRs (quick service restaurants) have been taking steps to remain competitive in the changing restaurant landscape. Most QSR users agree that QSRs are the best option when they are short on time. QSRs must make it a priority to maintain this position by continuing to deliver tasty food conveniently and consistently. As a secondary focus, QSRs must strive to appeal to both consumers that are willing to pay more for more sophisticated options and premium ingredients as well as customers that expect the “fast-food” they’ve always known at affordable prices. To remain relevant, QSRs must monitor consumer and foodservice trends and make any appropriate changes. To grow within the segment, QSRs will need to innovate while remaining true to their core brand mission, vision, and loyal core consumer."
- Emily Turner, Foodservice Analyst

This report discusses the following key topics:

  • Consumers report drop in frequency of QSR visitation
  • QSRs face increased competition from fast casual, convenience stores, and grocery 
  • Price promotions and value wars

The purpose of this Report is to analyze consumers’ attitudes, behaviors, and perceptions surrounding QSRs. It will also explain what is trending at QSRs, both on the menu and more broadly across the segment, as well as profile some of the newer players in the market. While this Report touches on convenience store, grocery, and fast casual restaurants, this report exclusively focuses on QSRs.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Consumers report drop in frequency of QSR visitation
            • Figure 1: QSR statement agreement, February 2016
          • QSRs face increased competition from fast casual, convenience stores, and grocery
            • Price promotions and value wars
              • Figure 2: QSR deal/value appeal, February 2016
            • The opportunities
              • Speed, convenience, and tasty food
                • Figure 3: Reasons for visiting QSR, February 2016
              • Consumers have positive opinion of QSRs
                • Figure 4: Key drivers of level of satisfaction with QSR visited most often, February 2016
              • Consumers want more healthy sides
                • Figure 5: QSR areas of interest, February 2016
              • Technology integration
                • What it means
                • The Market – What You Need to Know

                  • US economic factors
                    • Any way you want it, any time you need it
                    • Market Factors

                      • Improving economy indicates favorable climate for restaurants
                        • Figure 6: Unemployment and underemployment, January 2007-March 2016
                        • Figure 7: Consumer Sentiment Index, January 2007-March 2016
                      • Food and drink available anywhere and anytime
                      • Key Players – What You Need to Know

                        • Fast food gets a face-lift
                          • The new faces in fast food
                            • Incoming international hopefuls
                            • QSR Switches Up Its Strategy

                              • Big names in QSR are taking their brands in a new direction
                              • New and Emerging Brands

                                • Fresh faces in QSR are changing “fast-food” as we know it
                                • Global Brand Imports

                                  • International brands and cuisine are entering the US market
                                  • Mintel Menu Insights

                                      • All-day menu remains dominant, breakfast menu driving growth
                                        • Flavors are up
                                          • Ingredient claims up 25%, menu item claims up 21%
                                          • What’s Working?

                                            • Online mobile ordering and delivery
                                              • Late-night menus and happy hours
                                                • Loyalty programs and social media
                                                • What’s Struggling?

                                                  • Defining what value means
                                                    • Competition from C-store and Fast Casuals
                                                      • Brand identity and authenticity
                                                      • What’s Next?

                                                        • QSRs leverage digital and social media platforms for ordering
                                                          • Would you like a beer with that?
                                                            • Dog treats at the drive-thru
                                                            • The Consumer – What You Need to Know

                                                              • QSR still the most visited restaurant segment
                                                                • Benefits of offering healthful, customizable, kid-friendly options
                                                                  • Opportunities still available for QSRs despite drop in visitation frequency
                                                                  • QSR Visitation

                                                                    • Men, Millennials, and Hispanics are among the heaviest QSR users
                                                                      • Figure 8: QSR visitation in the past month, any visitation, February 2016
                                                                    • Correspondence analysis: Order method by QSR type
                                                                      • Figure 9: Correspondence analysis of how consumers ordered QSR food, February 2016
                                                                    • QSR visitation by brand
                                                                      • Figure 10: QSR visitation by brand in the past 30 days, Fall 2013-Fall 2015
                                                                  • QSR Areas of Opportunity

                                                                    • Diners want more healthful options at QSRs
                                                                        • Figure 11: QSR areas of interest, February 2016
                                                                      • Give consumers choice when they dine out
                                                                        • Figure 12: QSR areas of interest, “Customizable menu items,” by generation, February 2016
                                                                        • Figure 13: QSR areas of interest, “Premium menu items,” by demographics, February 2016
                                                                      • Reaching the female consumer
                                                                        • Figure 14: QSR areas of interest, by gender and age, February 2016
                                                                      • Parents are interested in a variety of options
                                                                        • Figure 15: QSR areas of interest, by parents and age, February 2016
                                                                      • Urbanites want more from QSRs
                                                                        • Figure 16: QSR areas of interest, by area, February 2016
                                                                    • Reasons for Visiting QSRs

                                                                      • Convenience and tastiness drive QSR visitations
                                                                          • Figure 17: Reasons for visiting QSR, February 2016
                                                                        • Dads love QSRs
                                                                          • Figure 18: Reasons for visiting QSR, by parents and gender, February 2016
                                                                          • Figure 19: Top reasons for visiting a restaurant with the family, “Any rank,” June 2015, Families Dining Out – US, September 2015.
                                                                        • QSR visitation reasons vary by age and income
                                                                          • Figure 20: Reasons for visiting QSR, by age and income, February 2016
                                                                      • Key Drivers Analysis

                                                                        • Methodology
                                                                          • Overall satisfaction with QSRs is high; KDA reveals areas to improve/promote
                                                                            • Figure 21: Key drivers of level of satisfaction with QSR visited most often, February 2016
                                                                        • QSR Attitudes and Behaviors

                                                                          • QSR visitation is stagnant despite generally favorable opinions
                                                                            • Figure 22: QSR statement agreement, February 2016
                                                                          • Loyalty programs are an area of opportunity for QSRs
                                                                            • Figure 23: QSR statement agreement, “I am more likely to visit [a QSR] that has a loyalty program,” by select demographics, February 2016
                                                                          • QSR “loyalists"
                                                                            • Figure 24: QSR statement agreement, “I am willing to go out of my way to visit [a QSR] I like,” by select demographics, February 2016
                                                                        • QSR Deals

                                                                          • Appeal of deals varies by demographics
                                                                            • Figure 25: QSR deal/value appeal, February 2016
                                                                            • Figure 26: QSR deal/value appeal, “Family/group value meals,” by size of household, February 2016
                                                                          • Women are most motivated by coupons
                                                                            • Figure 27: QSR deal/value appeal, by age and gender, February 2016
                                                                          • Efficacy of deals varies by income
                                                                            • Figure 28: QSR deal/value appeal, by income, February 2016
                                                                          • Parents want deals when they dine out
                                                                            • Figure 29: QSR deal/value appeal, parents, February 2016
                                                                        • TURF Analysis – Deals

                                                                          • Methodology
                                                                            • Reach unique consumers by offering different deals/value options
                                                                              • Figure 30: TURF analysis: QSR deals, February 2016
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Consumer survey data
                                                                                • Mintel Menu Insights
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms
                                                                                      • Appendix – Consumer

                                                                                        • Simmons
                                                                                          • 6-month NCHS Adult Study
                                                                                            • Figure 31: QSR visitation by brand in the past 30 days, fall 2013-fall 2015
                                                                                          • Interpretation of results KDA
                                                                                              • Figure 32: Level of satisfaction with QSR visited most often, – Key driver output, February 2016
                                                                                            • TURF analysis
                                                                                              • Figure 33: TURF analysis – QSR value deals, February 2016

                                                                                          Companies Covered

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                                                                                          Quick Service Restaurants - US - May 2016

                                                                                          US $3,995.00 (Excl.Tax)