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Quick Service Restaurant Industry - US - September 2012

What's included in the quick service restaurant industry report?

This report explores the current state of the QSR segment of the restaurant industry, and will incorporate proprietary research featuring menu analysis and consumer data regarding attitudes and behaviors toward fast food dining, revealing strategic insights and actionable opportunities for operators.

Among the topics covered in this report are:

  • Marketing efforts that are instrumental in elevating brands above the competition
  • How limited-time-offers have become an essential menu tool in a time of changing consumer demand and government regulation
  • The historical impact of the value menu on the segment, and how to best transition this newfound customer favorite to realize profit
  • Which menu developments and stabilizations are necessary to retain regular customers, while at the same time engaging the underserved

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What's included

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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
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                      • Terms
                      • Executive Summary

                          • The market
                            • Figure 1: U.S. foodservice quick service restaurant sales and fan chart forecast, at current prices, 2007-17
                          • Market drivers
                            • Calorie disclosure legislation
                              • Population
                                • Figure 2: Population, by race and Hispanic origin, 2012
                                • Figure 3: Population, by age, 2012
                              • Competitive context
                                • Marketing strategies
                                  • Menu trends
                                    • Figure 4: Top five food items on QSR menus, Q2 2009-Q2 2012
                                  • Quick service selection factors: Value and convenience remain anchors
                                    • Figure 5: Quick service selection factors, by gender, May 2012
                                  • The dollar menu: A staple…with options
                                    • Figure 6: Dollar/Value menu ordering habits, May 2012
                                  • What we think
                                  • Issues in the Market

                                      • Is autonomy a help or a hindrance?
                                        • Has the value menu become too cozy for consumers?
                                          • Is there room on the menu for smaller appetites?
                                          • Insights and Opportunities

                                            • Healthier options becoming the norm
                                              • Capturing a mobile, digitally connected society
                                                • Getting ready for mobile POS
                                                  • Social media for two-way communication
                                                    • Daily deals for on-the-go consumers
                                                      • Figure 7: Living Social daily deal for Popeyes Chicken
                                                      • Figure 8: Groupon daily deal for Sonic Drive-In
                                                    • Store redesign can boost sales, but for a price
                                                    • Trend Applications

                                                        • Trend: Objectify
                                                          • Figure 9: Dollar/Value menu behavior, by household income, May 2012
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Market size insight
                                                            • Figure 10: Total U.S. retail sales of quick service restaurants, at current prices, 2007-17
                                                            • Figure 11: Total U.S. retail sales of quick service restaurants, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 12: U.S. foodservice quick service restaurant sales and fan chart forecast, at current prices, 2007-17
                                                          • Market Drivers

                                                            • QSRs lead restaurants in strong year
                                                              • Commodity costs put pressure on the bottom line
                                                                • Restaurant performance index stabilizes
                                                                  • Figure 13: Restaurant Performance Index, January 2009-June 2012
                                                                • Disposable personal income expands
                                                                  • Figure 14: Real disposable personal income, January 2007-July 2012
                                                                • Consumers remain cautious
                                                                  • Figure 15: Consumer sentiment, March 2007-July 2012
                                                                • Unemployment inched up
                                                                  • Figure 16: Unemployment and underemployment rates, January 2007-July 2012
                                                                • Government-mandated calorie disclosure
                                                                  • The changing face of the QSR consumer
                                                                    • Figure 17: Population, by race and Hispanic origin, 2007-17
                                                                  • Younger patrons the most avid QSR consumers
                                                                    • Figure 18: Population, by age, 2007-17
                                                                • Competitive Context

                                                                  • The lines continue to blur between segments and within segments
                                                                  • Selected Companies

                                                                    • Burger King
                                                                      • Taco Bell
                                                                        • Popeyes Louisiana Kitchen
                                                                        • Marketing Strategies

                                                                          • Overview of the brand landscape
                                                                            • Brand Analysis: Taco Bell
                                                                              • Figure 19: Taco Bell television ad, July 2012
                                                                              • Figure 20: Taco Bell website
                                                                              • Figure 21: Taco Bell ad on US Magazine mobile site
                                                                              • Figure 22: Taco Bell mobile site
                                                                              • Figure 23: Taco Bell Cantina Bell QR code
                                                                              • Figure 24: Taco Bell/Chef Lorena Garcia tweets
                                                                            • Brand Analysis: Burger King
                                                                              • Figure 25: Burger King television ad, December 2011
                                                                              • Figure 26: Burger King tweets
                                                                            • Brand Analysis: KFC
                                                                              • Figure 27: KFC television ad, July 2012
                                                                              • Figure 28: KFC tweet
                                                                            • Brand Analysis: McDonald’s
                                                                              • Figure 29: McDonald’s television ad, December 2011
                                                                              • Figure 30: McDonald’s tweets
                                                                            • Brand Analysis: Popeyes Louisiana Kitchen
                                                                              • Figure 31: Popeyes television ad, June 2012
                                                                              • Figure 32: Popeyes tweet
                                                                            • Brand Analysis: Wendy’s
                                                                              • Figure 33: Wendy’s television ad, July 2012
                                                                              • Figure 34: Wendy’s web site
                                                                          • Menu Analysis—QSR Food Menus

                                                                            • QSRs release a flurry of LTOs; chicken dominates
                                                                                • Figure 35: Top 10 food items on QSR menus, by incidence, Q2 2009-Q2 2012
                                                                                • Figure 36: Average price of top 10 food items on QSR menus, by incidence and price, Q2 2009-Q2 2012
                                                                                • Figure 37: Top cooking preparation techniques at QSRs, by incidence, Q2 2009-Q2 2012
                                                                            • Menu Analysis—QSR Beverage Menus

                                                                              • Leading beverages decline as operators diversify menus
                                                                                  • Figure 38: Top 10 beverage items on QSR menus, by incidence, Q2 2009-Q2 2012
                                                                                  • Figure 39: Average price of top beverage items on QSR menus, by incidence and price, Q2 2009-Q2 2012
                                                                              • Quick Service Usage

                                                                                • Key points
                                                                                  • All QSRs used more by men
                                                                                    • Figure 40: Quick service restaurant usage, by gender, Q2 2012
                                                                                  • Usage drops off among older generations
                                                                                    • Figure 41: Quick service restaurant usage, by age, Q2 2012
                                                                                  • More affluent more likely to use “other” brands
                                                                                    • Figure 42: Quick service restaurant usage, by household income, Q2 2012
                                                                                • Quick Service Selection Factors

                                                                                  • Key points
                                                                                    • Value and convenience trump flavor
                                                                                      • Women more apt to opt for dollar menu
                                                                                        • Figure 43: Quick service selection factors, by gender, May 2012
                                                                                      • Millennials notable for free Wi-Fi and dollar menu
                                                                                        • Figure 44: Quick service selection factors, by age, May 2012
                                                                                    • Consumer QSR Wish List

                                                                                      • Key points
                                                                                        • Dollar/value menu choices top wish list
                                                                                          • Healthier dollar menu choices could better target women
                                                                                            • Figure 45: Consumer QSR wish list, by gender, May 2012
                                                                                          • Expanded beverage programs will help draw younger patrons
                                                                                            • Demand for more healthy kids’ meals
                                                                                              • Figure 46: Consumer QSR wish list, by age, May 2012
                                                                                            • Healthier choices will appeal to the more affluent
                                                                                                • Figure 47: Consumer QSR wish list, by household income, May 2012
                                                                                            • Attitudes Toward Fast Food

                                                                                              • Key points
                                                                                                • Menu improvements have not gone unnoticed
                                                                                                  • However, are women still finding menus too limited?
                                                                                                    • Figure 48: Attitudes toward fast food, by gender, May 2012
                                                                                                  • QSRs score high among 25-34s
                                                                                                    • Figure 49: Attitudes toward fast food, by age, May 2012
                                                                                                • Changes in Fast Food Spending

                                                                                                  • Key points
                                                                                                    • Women are spending less on fast food
                                                                                                      • Figure 50: Changes in fast food spending, by gender, May 2012
                                                                                                    • Spending by more affluent the steadiest
                                                                                                      • Figure 51: Changes in fast food spending, by household income, May 2012
                                                                                                    • Convenient locations drive greater spending
                                                                                                      • Figure 52: Reasons for spending more on fast food, by gender, May 2012
                                                                                                    • Convenience and speed of service driving spending by more affluent
                                                                                                      • Figure 53: Reasons for spending more on fast food, by household income, May 2012
                                                                                                  • Dollar Menu Usage

                                                                                                    • Key points
                                                                                                      • Dollar menu use widespread
                                                                                                        • Use drops off for older respondents
                                                                                                          • Figure 54: Dollar/Value menu usage, by age, May 2012
                                                                                                        • Bundling of dollar menu items most frequent use
                                                                                                          • Women particularly likely to bundle
                                                                                                            • Figure 55: Dollar/Value menu ordering habits, by gender, May 2012
                                                                                                          • Lowest-earning householders order dollar menu options alone
                                                                                                            • Figure 56: Dollar/Value menu behavior, by household income, May 2012
                                                                                                          • Dollar menu patrons order cheeseburgers and french fries/onion rings
                                                                                                            • BFY dollar menu chicken could appeal to women
                                                                                                              • Figure 57: Dollar/Value menu items ordered, by gender, May 2012
                                                                                                            • Patrons aged 18-24 order the widest range off dollar menu
                                                                                                              • Figure 58: Dollar/Value menu items ordered, by age, May 2012
                                                                                                          • Custom Consumer Groups

                                                                                                              • Rewards programs could foster brand loyalty among super fans
                                                                                                                • Figure 59: Quick service selection factors, by frequency groups, May 2012
                                                                                                                • Figure 60: Attitudes toward fast food, May 2012
                                                                                                                • Figure 61: Changes in fast food spending, by frequency groups, May 2012
                                                                                                                • Figure 62: Dollar/Value menu usage, by frequency groups, May 2012
                                                                                                                • Figure 63: Dollar/Value menu ordering behavior, by frequency groups, May 2012
                                                                                                                • Figure 64: Dollar/Value menu items ordered, by frequency groups, May 2012
                                                                                                            • Appendix—Trade Associations

                                                                                                              Companies Covered

                                                                                                              • Arby's Restaurant Group
                                                                                                              • Burger King UK Ltd
                                                                                                              • Chipotle Mexican Grill Inc.
                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                              • KFC Corporation
                                                                                                              • Popeyes Chicken & Biscuits
                                                                                                              • Taco Bell Corp.
                                                                                                              • The Wendy's Company

                                                                                                              Quick Service Restaurant Industry - US - September 2012

                                                                                                              £3,199.84 (Excl.Tax)