Table of Contents
Scope and Themes
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- What you need to know
- Definition
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- Figure 1: Largest U.S. QSR chains, by segment
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The bottom line—strong 2000-06; strong 2006-11
- Driving forces led by healthier fare balancing (not replacing) core offerings
- QSR remains dominated by burgers
- Industry leaders
- The core consumer gets lots of attention, but most of the big changes are aimed at broadening the consumer base
- Future trends
- Sales per square foot: Is QSR worth it?
- How many more QSRs can fit into America?
- Rigid market segmentation will continue to erode
- Mass customization
Market Drivers
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- Fitness and fatness—a delicate balance
- Affinity products and branding
- Bold advertising, marketing tie-ins
- Winning share by breaking down barriers
- Breakfast and value wars
- Demographics: Who is actually eating fast food?
- QSRs are for kids…but there are fewer kids
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- Figure 2: Population, by age, 2002-12
- Future trend
- QSRs and kids
- The differing impact of race/ethnicity on fast food
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- Figure 3: Population by race and Hispanic origin, 2002-12
- Figure 4: Graph: Black, Hispanic, and Asian shares of U.S. population, 2002-12
- Income and gender
Market Size and Trends
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- Market size
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- Figure 5: Total U.S. retail sales at QSRs, at current and constant prices, 2000-06
- Market trends
Market Segmentation
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- Introduction
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- Figure 6: U.S. QSR sales, by restaurant type, 2004 and 2006
- Burgers and beef
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- Figure 7: U.S. sales of QSR burger restaurants, at current and constant prices, 2004-06
- Chicken
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- Figure 8: U.S. sales of QSR chicken restaurants, at current and constant prices, 2004-06
- Sandwich
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- Figure 9: U.S. sales of QSR sandwich restaurants, at current and constant prices, 2004-06
- Mexican
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- Figure 10: U.S. sales of QSR Mexican restaurants, at current and constant prices, 2004-06
- Other
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- Figure 11: U.S. sales of QSR “other” restaurants, at current and constant prices, 2004-06
Supply Structure
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- Overview
- Companies and brands
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- Figure 12: U.S. sales of leading QSR chains, 2004 and 2006
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- Figure 13: Franchise and company units of leading QSR chains, 2004 and 2006
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- Figure 14: Sales per unit at leading QSR chains, 2004-06
Advertising and Promotion
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- Introduction
- McDonald’s
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- Figure 15: McDonald’s Monopoly, 2006
- Figure 16: McDonald’s Snack Wrap, 2006
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- Figure 17: McDonald’s American Idol Happy Meal, 2007
- Burger King
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- Figure 18: Burger King Chicken Fries, 2006
- Figure 19: Burger King, Earl the Burger King Broiler, 2006
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- Figure 20: Burger King, Sponge Bob Square Pants, 2007
- Wendy’s
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- Figure 21: Wendy’s Kids’ Meals, 2006
- Subway
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- Figure 22: Subway Champions, 2006
- Taco Bell
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- Figure 23: Taco Bell’s Steak Grilled Taquitos, 2007
- KFC
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- Figure 24: KFC Boneless Variety Bucket, 2007
- Arby’s
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- Figure 25: Arby’s Pick 5 for $5.95, 2007
The QSR Consumer—Who Eats and How Often
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- Introduction
- Summary
- How many visit QSRS
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- Figure 26: Whether fast food/drive in restaurants are visited, by age, 2000-06
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- Figure 27: Frequency of eating out at fast food restaurants in past 30 days, 2000-01 vs. 2006
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- Figure 28: General attitudes and opinions, QSR visitors vs. non-visitors, January-September 2006
- Incidence and frequency of QSR dining
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- Figure 29: Incidence and frequency of QSR dining in the past week, by gender, April 2007
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- Figure 30: Incidence and frequency of QSR dining in the past week, by age, April 2007
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- Figure 31: Incidence and frequency of QSR dining in the past week, by income, April 2007
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- Figure 32: Incidence and frequency of QSR dining in the past week, by race/ethnicity, April 2007
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- Figure 33: Incidence and frequency of QSR dining in the past week, by number of children in the household, April 2007
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- Figure 34: Incidence and frequency of QSR dining in the past week, by region, April 2007
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- Figure 35: Incidence and frequency of QSR dining in the past week, by QSR brand, April 2007
The Consumer—Favorite QSR and the Appeal of Special Offerings
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- Favorite fast food restaurant
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- Figure 36: Favorite fast food restaurant compared to share of sales, April 2007
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- Figure 37: Favorite fast food restaurant compared to share of sales, April 2007
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- Figure 38: Favorite fast food restaurant, by gender, April 2007
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- Figure 39: Favorite fast food restaurant, by age, April 2007
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- Figure 40: Favorite fast food restaurant, by number of children in the household, April 2007
- Attitudes towards fast food restaurants
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- Figure 41: Attitudes towards fast food restaurants, by age, April 2007
- Special offerings at QSRs
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- Figure 42: Special offerings at QSRs, April 2007
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- Figure 43: Special offerings at QSRs—on-site Internet access, by demographic groups, April 2007
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- Figure 44: Special offerings at QSRs—music and entertainment products, by demographic groups, April 2007
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- Figure 45: Special offerings at QSRs—burgers made with Angus beef, by demographic groups, April 2007
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- Figure 46: Special offerings at QSRs—gourmet coffee, by demographic groups, April 2007
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- Figure 47: Special offerings at QSRs—all-day breakfast options, by demographic groups, April 2007
- How consumers choose which QSR to visit
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- Figure 48: Selection criteria for which QSR to visit, April 2007
The QSR Consumer—What They Eat and Why
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- Most frequently ordered items
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- Figure 49: Most frequently ordered items, April 2007
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- Figure 50: Most frequently ordered items by frequency of visits to QSRs, by age and gender, April 2007
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- Figure 51: Most frequently ordered items by frequency of visits to qsrs, April 2007
- Most frequently ordered side dishes
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- Figure 52: Most frequently ordered side dishes, April 2007
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- Figure 53: Most frequently ordered side dishes, by age and gender, April 2007
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- Figure 54: Most frequently ordered side dishes, by income, April 2007
- What ingredients or food options would you like to see added at QSRs
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- Figure 55: Most desired food options to add at QSRs, April 2007
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- Figure 56: Most desired food options to add at QSRs, b y age and gender, April 2007
- Most frequently eaten QSR meal
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- Figure 57: Most frequently eaten QSR meal, April 2007
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- Figure 58: Time of day of QSR meals, January-September 2006
- Attitudes towards the QSR experience
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- Figure 59: Attitudes towards the QSR experience, by gender of parents, April 2007
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- Figure 60: Attitudes towards the QSR experience, by age of parents, April 2007
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- Figure 61: Attitudes towards the QSR experience, by numebr of children in household, April 2007
- How fast food compares to other types of dining out
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- Figure 62: QSR versus other restaurant channels, by number of people in party during last visit, April 2007
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- Figure 63: QSR versus other restaurant channels, by visitation frequency, April 2007
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- Figure 64: QSR versus other restaurant channels, by amount spent, April 2007
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- Figure 65: QSRs versus other restaurant channels, by dining behavior, April 2007
Future and Forecast
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- Future trends
- Sales per square foot: Is QSR worth it?
- How many more QSRs can fit in America?
- Rigid market segmentation will continue to erode
- The threat of regulation of marketing activities towards youth
- Mass customization
- Market forecast
- Quick service restaurants
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- Figure 66: Forecast of total U.S. sales at quick service restaurants, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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