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Published by: Mintel International Group Ltd.
Published: May. 1, 2007
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Figure 1: Largest U.S. QSR chains, by segment
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- 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
- 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
- Figure 2: Population, by age, 2002-12
- Future trend
- QSRs and kids
- The differing impact of race/ethnicity on fast food
- 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
- MARKET SIZE
- Figure 5: Total U.S. retail sales at QSRs, at current and constant prices, 2000-06
- MARKET TRENDS
- MARKET SEGMENTATION
- Introduction
- Figure 6: U.S. QSR sales, by restaurant type, 2004 and 2006
- Burgers and beef
- Figure 7: U.S. sales of QSR burger restaurants, at current and constant prices, 2004-06
- Chicken
- Figure 8: U.S. sales of QSR chicken restaurants, at current and constant prices, 2004-06
- Sandwich
- Figure 9: U.S. sales of QSR sandwich restaurants, at current and constant prices, 2004-06
- Mexican
- Figure 10: U.S. sales of QSR Mexican restaurants, at current and constant prices, 2004-06
- Other
- Figure 11: U.S. sales of QSR “other” restaurants, at current and constant prices, 2004-06
- SUPPLY STRUCTURE
- Overview
- Companies and brands
- Figure 12: U.S. sales of leading QSR chains, 2004 and 2006
- Figure 13: Franchise and company units of leading QSR chains, 2004 and 2006
- Figure 14: Sales per unit at leading QSR chains, 2004-06
- ADVERTISING AND PROMOTION
- Introduction
- McDonald’s
- Figure 15: McDonald’s Monopoly, 2006
- Figure 16: McDonald’s Snack Wrap, 2006
- Figure 17: McDonald’s American Idol Happy Meal, 2007
- Burger King
- Figure 18: Burger King Chicken Fries, 2006
- Figure 19: Burger King, Earl the Burger King Broiler, 2006
- Figure 20: Burger King, Sponge Bob Square Pants, 2007
- Wendy’s
- Figure 21: Wendy’s Kids’ Meals, 2006
- Subway
- Figure 22: Subway Champions, 2006
- Taco Bell
- Figure 23: Taco Bell’s Steak Grilled Taquitos, 2007
- KFC
- Figure 24: KFC Boneless Variety Bucket, 2007
- Arby’s
- Figure 25: Arby’s Pick 5 for $5.95, 2007
- THE QSR CONSUMER—WHO EATS AND HOW OFTEN
- Introduction
- Summary
- How many visit QSRS
- Figure 26: Whether fast food/drive in restaurants are visited, by age, 2000-06
- Figure 27: Frequency of eating out at fast food restaurants in past 30 days, 2000-01 vs. 2006
- Figure 28: General attitudes and opinions, QSR visitors vs. non-visitors, January-September 2006
- Incidence and frequency of QSR dining
- Figure 29: Incidence and frequency of QSR dining in the past week, by gender, April 2007
- Figure 30: Incidence and frequency of QSR dining in the past week, by age, April 2007
- Figure 31: Incidence and frequency of QSR dining in the past week, by income, April 2007
- Figure 32: Incidence and frequency of QSR dining in the past week, by race/ethnicity, April 2007
- Figure 33: Incidence and frequency of QSR dining in the past week, by number of children in the household, April
- 2007
- Figure 34: Incidence and frequency of QSR dining in the past week, by region, April 2007
- 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
- Favorite fast food restaurant
- Figure 36: Favorite fast food restaurant compared to share of sales, April 2007
- Figure 37: Favorite fast food restaurant compared to share of sales, April 2007
- Figure 38: Favorite fast food restaurant, by gender, April 2007
- Figure 39: Favorite fast food restaurant, by age, April 2007
- Figure 40: Favorite fast food restaurant, by number of children in the household, April 2007
- Attitudes towards fast food restaurants
- Figure 41: Attitudes towards fast food restaurants, by age, April 2007
- Special offerings at QSRs
- Figure 42: Special offerings at QSRs, April 2007
- Figure 43: Special offerings at QSRs—on-site Internet access, by demographic groups, April 2007
- Figure 44: Special offerings at QSRs—music and entertainment products, by demographic groups, April 2007
- Figure 45: Special offerings at QSRs—burgers made with Angus beef, by demographic groups, April 2007
- Figure 46: Special offerings at QSRs—gourmet coffee, by demographic groups, April 2007
- Figure 47: Special offerings at QSRs—all-day breakfast options, by demographic groups, April 2007
- How consumers choose which QSR to visit
- Figure 48: Selection criteria for which QSR to visit, April 2007
- THE QSR CONSUMER—WHAT THEY EAT AND WHY
- Most frequently ordered items
- Figure 49: Most frequently ordered items, April 2007
- Figure 50: Most frequently ordered items by frequency of visits to QSRs, by age and gender, April 2007
- Figure 51: Most frequently ordered items by frequency of visits to qsrs, April 2007
- Most frequently ordered side dishes
- Figure 52: Most frequently ordered side dishes, April 2007
- Figure 53: Most frequently ordered side dishes, by age and gender, April 2007
- Figure 54: Most frequently ordered side dishes, by income, April 2007
- What ingredients or food options would you like to see added at QSRs
- Figure 55: Most desired food options to add at QSRs, April 2007
- Figure 56: Most desired food options to add at QSRs, b y age and gender, April 2007
- Most frequently eaten QSR meal
- Figure 57: Most frequently eaten QSR meal, April 2007
- Figure 58: Time of day of QSR meals, January-September 2006
- Attitudes towards the QSR experience
- Figure 59: Attitudes towards the QSR experience, by gender of parents, April 2007
- Figure 60: Attitudes towards the QSR experience, by age of parents, April 2007
- 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
- Figure 62: QSR versus other restaurant channels, by number of people in party during last visit, April 2007
- Figure 63: QSR versus other restaurant channels, by visitation frequency, April 2007
- Figure 64: QSR versus other restaurant channels, by amount spent, April 2007
- Figure 65: QSRs versus other restaurant channels, by dining behavior, April 2007
- FUTURE AND FORECAST
- 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
- Figure 66: Forecast of total U.S. sales at quick service restaurants, at current and constant prices, 2006-11
- Forecast factors
- APPENDIX: TRADE ASSOCIATIONS
AbstractThis report examines quick service (or fast food) commercial chain dining in the United States. Quick service restaurants (QSR), sometimes referred to as limited-service restaurants or fast-food restaurants, provide inexpensive food and quick service, defined by the absence of table service. Food is typically ordered and paid for at the counter or drive-through window.
This report tells the whole, balanced story about this complex industry and where it is headed, including:
- Mintel’s unique market size of the 26 leading QSR chains (more than 95% of all QSR sales), using franchise-wide sales and accounting for both franchise and company-owned units
- Analysis that digs into why such a large market is growing so quickly—it has been adding stores and growing same-store sales, while beating out other foodservice channels
- A look at the various types of leading QSRs, which ones are leading growth, and how they are all likely to evolve (specializing in just one thing is the way of the past)
- In-depth analysis of QSR marketing and promotion—some of the best in the business at reaching the core audience of young men, but occasionally succeeding in reaching out to others
- Consumer analysis from every angle—who, what, where, why, how much spent, with whom, excitement (or not) over new offerings, and comparison with other types of dining out
- Forecast of where the QSR market is heading
This report does not analyze pizza, coffee, fast casual restaurants, donut and ice cream/yogurt shops, and other specialty restaurants, except as the topic relates directly to QSRs.
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