US Quick Service Restaurants Market Report 2024
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With a growing interest in fresh, high-quality fast food, QSRs will benefit from improving and innovating for convenience and health amidst growing competition. Pooja Lal, Research Analyst…

US Quick Service Restaurants Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

This report covers Quick Service Restaurants (QSRs), also known as fast food restaurants. The QSR industry is ever-changing and brands must evolve to keep up with consumer preferences. Below, we’ve summarized the core topics analyzed and provided hand-selected insights from the full report.

Core Topics Analyzed

  • Changes in foodservice ordering.
  • QSR ordering frequency.
  • Interest in QSR improvements.
  • QSR consumer dining motivators.
  • QSR innovation and menu claim interest.
  • Consumer attitudes toward QSR dining.

US QSR Industry Overview

Freshness is on the minds of consumers. Two-thirds of consumers want to see this from menus, and this is reinforced by over half of consumers agreeing that food quality should be improved in fast food restaurants. QSR operators have their work cut out for them as competitors in the fast casual segment hone in on attributes that deliver freshness and quality.

US QSR Industry Analysis: Quickfire Facts

  • Off-premise preference: A significant portion of consumers, 65%, express a preference for ordering fast food to go, favoring experiences like drive-thrus, pickup, and delivery over dining in person.
  • Tech-driven convenience: The foodservice industry has become increasingly tech-driven, with consumers readily using mobile apps and kiosks for ordering and participating in loyalty programs.
  • Value and loyalty focus: Amid economic uncertainty and increased menu prices, consumers are more conscious of the value offered by fast food restaurants. To maintain their competitive edge, QSRs are encouraged to enhance their menu offerings, sustain technology investments, and create highly personalized dining experiences that build long-term loyalty.

US QSR Industry Opportunity

Over a third of consumers are seeking more premium ingredients from QSRs. With this in mind, collaborations with premium retail brands can allow QSRs to upscale offerings and provide menu variety without having to make major enhancements to the menu.

Discover more consumer-data-backed opportunities like this in the full report. You may also want to browse our other foodservice market research.

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Expert Analysis

Leading foodservice analyst Pooja Lal delivers expert industry insights with this in-depth report.

With a growing interest in fresh, high-quality fast food, QSRs will benefit from improving and innovating for convenience and health amidst growing competition.

Pooja Lal, Foodservice Analyst, Mintel Menu Insights


Pooja Lal
Research Analyst

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market size and forecast
    • Market predictions
    • Opportunities
  2. Market Dynamics

    • Market context
    • Market drivers
    • Budget constraints can make low-cost QSRs appealing
    • Graph 1: household budget changes, Consumers & the Economic Outlook, 2024
    • QSR brands face backlash over pricing
    • Packaging concerns may rise among pregnant women
    • Market size and forecast
    • Retail sales and forecast of limited service restaurants
    • Limited-service restaurant growth reaches new limits
    • Retail sales and forecast of limited service restaurants
  3. Consumer Insights

    • Consumer fast facts
    • Restaurant ordering
    • Fast food stays on top, for now…
    • Graph 2: restaurant ordering, 2022-24
    • Polished menus are captivating female diners' attention
    • Graph 3: restaurant ordering, by gender, 2024
    • Suburbanites have a more varied restaurant rotation
    • Graph 4: restaurant ordering, by area, 2024
    • QSR ordering frequency
    • Frequent visits are down, but moderate visits are up
    • Graph 5: QSR ordering frequency, 2023-24
    • Men are highly engaged, and snacking can further this
    • Graph 6: QSR ordering frequency, by gender, 2024
    • Can operators further boost Millennial visitation through snacking opportunities?
    • Graph 7: change in QSR ordering frequency, 2024
    • QSR improvement interests
    • The customer (service) is always right
    • Graph 8: QSR improvement interests, 2024
    • Move over, main entrees
    • Graph 9: QSR improvement interests, 2024
    • Millennials are seeking improvements in QSR coffee
    • Graph 10: QSR improvement interests, by generation, 2024
    • Adults want happy meals, too!
    • Graph 11: QSR improvement interests, by parental status, 2024
    • QSR dining motivations
    • Affordability > tech improvements
    • Graph 12: QSR dining motivations, 2024
    • Rewards programs will foster long-term relationships with female diners
    • Graph 13: QSR dining motivations, by gender, 2024
    • Gen Zs expect holistic QSR experiences
    • Graph 14: QSR dining motivations, by generation, 2024
    • Daily deals can help make ends meet for some
    • Graph 15: QSR dining motivations, by financial situation, 2024
    • QSR innovation concept interest
    • 2024: the year of the snack
    • Graph 16: QSR innovation concept interest, 2024
    • Consumers want brands to help them make better choices
    • A little information can go a long way
    • Customizable MTO options will delight female diners
    • Graph 17: QSR innovation concept interest, by gender, 2024
    • Urban dwellers want all the bells and whistles
    • Graph 18: QSR innovation concept interest, by area, 2024
    • QSR menu claim interest
    • Fresh over everything
    • Graph 19: QSR menu claim interest, 2024
    • QSRs bring back classics…but with a twist
    • Interest in organic claims lag behind fresh and natural
    • Graph 20: QSR menu claim interest, 2024
    • Tim Horton's highlights freshness of offerings through marketing material
    • Turn up the heat to wow male diners
    • Graph 21: QSR menu claim interest, by gender, 2024
    • Gen Zs and Millennials like it hot
    • Graph 22: QSR menu claim interest, by generation, 2024
    • Premium claims will set QSRs apart for urban consumers
    • Graph 23: QSR menu claim interest, by area, 2024
    • QSR attitudes
    • Streamlined interactions can drive QSR appeal
    • Graph 24: QSR attitudes, 2024
    • Loyalty drives more appeal than generic promos
    • Graph 25: QSR attitudes, 2024
    • Interest in sustainability initiatives lies in a grey area
    • Millennials will pivot to QSRs to save money
    • Graph 26: QSR attitudes, by generation, 2024
    • Price-sensitive diners will seek experiences that fit the bill
    • Graph 27: QSR attitudes, by annual household income, 2024
  4. Innovation and Marketing Trends

    • Launch activity and innovation
    • Will value plays dictate visitation?
    • Brands are giving consumers the best of both worlds
    • Snackable menus help fill in the gaps
    • Cinnabon becomes more accessible beyond the mall
    • Brands get out of their comfort zone
    • New menu items are comin' in hot
    • Marketing and advertising
    • QSRs are spreading the love…and addressing heartache this Valentine's Day
    • Brands launch and showcase seafood items in time for Lent
    • Brands fly high with 4/20 deals
    • McDonald's brings "WcDonald's" to life for anime fans
    • Opportunities
    • AI technologies can enhance the ordering process
    • Lean on AI to remove language barriers
    • Strategic partnerships can add a premium touch
    • Give consumers the power to shape menus
    • QSRs can take a piece of the catering pie
    • McDonald's Indonesia launches a wedding package
  5. Appendix

    • Market definition
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • Forecast methodology
    • Forecast fan chart methodology
    • Market forecast table: LSRs at inflation-adjusted prices

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