Study Evaluates Quick-Service and Fast Casual Consumer Motivations


A study, titled “Dining Out in America: The Impact of New Menu Items, Value and Nutrition,” conducted by market research firm Placed Insights and quoted in Nation’s Restaurant News, concludes that new menu items and value are driving consumer traffic at quick-service and fast casual chains.

The study recorded which characteristics of a restaurant were most important including taste, price, nutrition, convenience and menu variety to consumers. More than 13,000 consumers reported on their restaurant choices over a 30-day period.

Menu developments played a key role in diners’ choosing Quiznos, KFC, Taco Bell and Little Caesars, while value-conscious consumers continued to look to McDonald’s and Burger King.

The report also asked those surveyed, “After seeing or hearing an advertisement for a new fast-food item, did you purchase that item in the next 30 days?,” with results identifying 36.5% of responders as “early menu adopters.” Quiznos out-performed all others in this regard as early menu adopters were 19% more likely than regular customers to visit a Quiznos restaurant.

Respondents were also asked about value menus at McDonald’s, Burger King and Wendy’s. The Dollar Menu at McDonald’s garnered an impressive 77.3% of all orders, with the Right Price Right Size menu at Wendy’s coming in second at 59.5%. Burger King achieved 58% with its BK Value Menu.

Read the full post here.

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