Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

US Black Consumers and Quick Service Restaurants Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Black Consumers and Quick Service Restaurants market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers industry trends as well as Black attitudes, preferences and behaviors surrounding QSRs.

For the purposes of this report, Mintel has used the following restaurant definitions:

  • LSRs (limited service restaurants) provide food services where customers usually select and order items and pay before dining. Food/drink may be consumed on the premises, offered as carryout or delivered to the customer’s location. These restaurants may also sell alcoholic beverages. LSRs include both QSRs and fast casual restaurants
  • QSRs (quick service restaurants) are used interchangeably with “fast food.” QSRs specialize in inexpensive, convenient meals that are less expensive than those available at fast casuals. There is typically no waiter service and no alcoholic beverages. Examples include: McDonald’s, KFC, Taco Bell, Wendy’s and Domino’s.
  • Fast casual restaurants are characterized by a higher price point than QSRs though not as high as full service restaurants. Fast casuals do not offer waiter service and may or may not serve alcohol. Examples include: Chipotle, Panera Bread, Shake Shack and Blaze Pizza.

Expert analysis from a specialist in the field

Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Black consumers visit quick service restaurants (ie “fast food” restaurants) because they are easily accessible and also because they offer tasty indulgent food that is okay to eat on occasion. As QSRs introduce menu and technological innovations to compete with other restaurants and drive in foot traffic, Black consumers are drawn to regular, consistently prepared meals as well as premium, natural ingredients Toya Mitchell
Multicultural Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The insights
            • Black consumers motivated to dine at QSRs for different reasons
              • Figure 1: Black quick service restaurant dining segments, February 2019
            • QSR chain preferences tied to location and meal occasions
              • Figure 2: Restaurant type visitation, total vs Black, February 2019
            • Black diners are interested in the novelty and convenience of online ordering
              • Figure 3: QSR innovations – Technology, February 2019
            • QSRs can compete on food quality and taste
              • Figure 4: Key drivers of satisfaction with visitation satisfaction, February 2019
            • Value meals are priced just right
              • Figure 5: Price of menu items – Value meal – Optimal and threshold prices, February 2019
            • QSRs are good for an occasional quick and tasty bite to eat
              • Figure 6: Attitudes toward QSRs, February 2019
            • What it means
            • The Market – What You Need to Know

              • Black consumers eat at QSRs more often than the general market
                • Burger chains are the most visited, but chicken chains are strong contenders
                  • Few diners use mobile apps, but adoption poised to grow
                    • Black consumers spend less money per dining out occasion
                    • The Black Population By the Numbers

                      • There are 44 million Black people in the US
                        • Figure 7: US population by race and Hispanic origin, 2019
                    • Market Perspective

                      • Black consumers visit fast food restaurants more often
                        • Figure 8: Median fast food restaurant visits in the past 30 days, total and Black, October 2017-November 2018
                      • Dinner and lunch dominate restaurant visits, but Black consumers go all day
                        • Figure 9: Fast food restaurant visits, by meal occasion and gender, total and Black, October 2017-November 2018
                      • Black diners typically eat with others, but also like to indulge alone
                        • Figure 10: Fast food restaurant visits, by accompaniment, total and Black, October 2017-November 2018
                      • McDonald’s tops Black diners’ list
                        • Figure 11: Top 15 fast food and drive-in restaurants, total vs Black, October 2017-November 2018
                      • Restaurant app usage is in the nascent stage
                        • Figure 12: Restaurant app usage in the past 30 days, total vs Black, October 2017-November 2018
                    • Market Factors

                      • Black males outnumber females until they reach middle age
                        • Figure 13: Black population, by gender and age, 2019
                      • Black and single with no children households on the rise
                        • Figure 14: Households by detailed type, total and Black, 2008 and 2018
                      • Nearly one third of Black households include children
                        • Figure 15: Households with related children, by race and Hispanic origin of householder, 2018
                      • Black consumers spend less than the general market on food away from home
                        • Figure 16: Average household annual spending on food away from home, total and Black, 2007-17
                    • Key Trends – What You Need to Know

                      • Restaurant tech innovation shows promise among Black diners
                        • Plant-based meat options of little interest to Black diners
                          • Black diners want to know that QSRs care about their community
                          • What’s Working?

                            • Black diners lean into restaurant tech innovation
                              • Figure 17: QSR innovations – Technology, February 2019
                            • McDonald’s creates outreach specifically to Black Millennials
                            • What’s Struggling?

                              • Black diners have a trust gap with vegetarian and vegan options at QSRs
                              • What’s Next?

                                • Corporate practices matter when aligned with diner’s interests
                                  • The “Fight for $15” organization may impact Black workers and diners
                                  • The Consumer – What You Need to Know

                                    • Most Black consumers visit QSRs on a regular basis
                                      • Black diners more likely to visit the top three QSR chain types
                                        • Proximity is the main driver of QSR visits
                                          • Premium, natural ingredient menu items most appealing innovation
                                            • Black diners are equally satisfied with QSR locations and food
                                              • Current menu prices are just right
                                                • QSRs are just fine to eat at – on occasion
                                                • Black Quick Service Restaurant Dining Segments

                                                  • Nearly all Black diners eat fast food, but meal occasions vary
                                                    • Figure 18: Black quick service restaurant dining segments, February 2019
                                                  • Power Fast Food Diners visit QSRs for a quick, easy meal
                                                    • Figure 19: Power fast food diner segment, February 2019
                                                  • Clean(er) Fast Food Diners visit infrequently due to lack of healthy choices
                                                    • Figure 20: Clean(er) fast food diner segment, February 2019
                                                  • Everyday Fast Food Diners like QSRs for what they deliver . . . indulgent fast food at a good value
                                                    • Figure 21: Everyday fast food diner segment, February 2019
                                                  • Utility Fast Food Diners eat at QSRs if they have no other option
                                                    • Figure 22: Utility fast food diner segment, February 2019
                                                • Restaurant Type Visitation

                                                  • Burger chains most visited, but pizza and chicken chains preferred
                                                      • Figure 23: Restaurant type visitation, total vs Black, February 2019
                                                    • Black Gen Z and Millennials less likely to dine out
                                                      • Figure 24: Restaurant type visitation, by total vs Black generations, February 2019
                                                    • Heavy QSR diners most likely to eat anywhere away from home
                                                      • Figure 25: Restaurant type visitation, by Black quick service restaurant dining segments, February 2019
                                                    • QSRs offer convenient meal occasions for parents
                                                      • Figure 26: Restaurant visitation, by parental status, February 2019
                                                  • QSR Visitation Drivers

                                                    • QSRs offer easily accessible, inexpensive fare
                                                      • Figure 27: QSR visitation drivers, total vs Black, February 2019
                                                    • Black moms treat their kids . . . and themselves to QSR food
                                                      • Figure 28: QSR visitation drivers, total moms vs Black moms, February 2019
                                                    • QSRs basics are appealing to Black diners
                                                      • Figure 29: QSR visitation drivers by Black quick service restaurant dining segments, February 2019
                                                    • Married parents seek convenience, single parents want budget menu options
                                                      • Figure 30: QSR visitation drivers, by marital and parental status, February 2019
                                                  • QSR Innovations

                                                    • Better food tops Black diners’ list
                                                      • Figure 31: QSR innovations, February 2019
                                                    • Women gravitate toward menu and tech innovation, men stick to tech
                                                      • Figure 32: QSR innovations, by gender and age, February 2019
                                                    • Premium items are important for most, but healthier options – not so much
                                                      • Figure 33: QSR innovations, by Black quick service restaurant dining segments, February 2019
                                                  • Visitation Satisfaction

                                                    • Black diners are satisfied with QSRs
                                                      • Figure 34: Visitation satisfaction, February 2019
                                                    • Black diners return to QSRs because the food tastes good
                                                      • Methodology
                                                        • Figure 35: Key drivers of visitation satisfaction, February 2019
                                                      • Frequent QSR diners visit for the easily accessible food, but forego service
                                                        • Figure 36: Visitation satisfaction, by Black quick service restaurant dining segments, February 2019
                                                    • Menu Price Sensitivity

                                                      • Reasonable meal prices and product deliver value to Black diners
                                                        • Methodology
                                                            • Figure 37: Menu price sensitivity – average of value meal and premium meat item, February 2019
                                                          • A $10 value meal loses its value
                                                            • Figure 38: Price of menu items – Value meal – Threshold prices, February 2019
                                                          • QSR premium entrée items on par with fast casual
                                                            • Figure 39: Price of menu items – Premium meat item – Threshold prices, February 2019
                                                          • Budget-conscious diners willing to treat themselves to a QSR meal
                                                            • Figure 40: Menu price sensitivity, by self-reported financial situation, February 2019
                                                        • Attitudes toward QSRs

                                                          • QSR food is fine for what it is – easily accessible, inexpensive fare
                                                            • Figure 41: Attitudes toward QSRs – February 2019
                                                          • Fast food is an occasional indulgence, but some feel guilty afterward
                                                            • Figure 42: Attitudes toward QSRs – The food, by Black quick service restaurant dining segments, February 2019
                                                          • Diners see . . . and react to QSRs’ attempt to compete with other restaurants
                                                            • Figure 43: Attitudes toward QSRs – Competition, by Black quick service restaurant dining segments, February 2019
                                                          • Black diners expect QSRs to reflect their values
                                                              • Figure 44: Attitudes toward QSRs – Service, by Black quick service restaurant dining segments, February 2019
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms
                                                                    • Appendix – The Consumer

                                                                        • Figure 45: Median fast food restaurant visits, total and Black, October 2017-November 2018
                                                                        • Figure 46: Fast food restaurant visits, by meal occasion and gender, total and Black, October 2017-November 2018
                                                                        • Figure 47: Fast food restaurant visits, by accompaniment, total and Black, October 2017-November 2018
                                                                        • Figure 48: Top 30 fast food and drive-in restaurants, total vs Black, October 2017-November 2018
                                                                        • Figure 49: Restaurant app usage in the past 30 days, total vs Black, October 2017-November 2018