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Burger and Chicken Concepts - US - August 2015

Burger and Chicken Concepts - US - August 2015

As Americans continue to gravitate toward chicken and sandwich concepts, operators are answering their desire for premium and better-for-you products that are natural and highly customized. More restaurants are focusing on making a better burger and chicken sandwich through high quality meats, cheeses, and toppings. International flavors have also made an appearance on these sandwiches as the trend of consumers trying new ethnic ingredients continues to grow.

This report looks at the following areas:

Consumers are eschewing QSRs and moving to fast casuals

Healthy eating is a growing concern for many Americans

At home dining is taking a greater share of consumers’ stomachs


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: LSR burger and chicken concept usage, by type, 2014 vs. 2015, May 2015
Healthy eating is a growing concern for many Americans
Figure 2: LSR burger and chicken concepts: consumers ordering healthy items “more” compared to last year, May 2015
At home dining is taking a greater share of consumers’ stomachs
Figure 3: LSR burger and chicken concepts: Consumers preparing food at home “more” compared to last year, May 2015
The opportunities
Figure 4: LSR burger and chicken concepts: customers willing to pay more for premium toppings by segment visitation, May 2015
Figure 5: LSR burger and chicken concepts: most important factors, May2015
Figure 6: LSR burger and chicken concepts: most important factors, “customization”, May 2015
What it means
THE MARKET
What you need to know
Fast casuals will grow the limited service market
Consumers are turning to food from the home
Raising beef prices can drive restaurant traffic
Market size and forecast
Historic and projected sales performance
Figure 7: Total US sales and fan chart forecast of limited service restaurants at current prices, 2009-19
Figure 8: Total U.S. sales and forecast of limited service restaurants, at current prices, 2009-19
Figure 9: Total U.S. market share of restaurants and other eating places, by segment, at current prices, 2014
Market factors
Food at retail is the greatest challenge for burger and chicken sandwich LSR’s
Figure 10: LSR burger and chicken concepts: preparing food at home more, May 2015
Consumer confidence is still in flux
Figure 11: consumer confidence index, January 2007-May 2015
The price of both beef and poultry continues to rise
KEY PLAYERS
What you need to know
Premium offerings define the new burger/chicken sandwich restaurant
American staples go global
Have it your way-customization is key
What’s working?
Spicy is still the “hot” trend
Figure 12: attitudes/ opinions about foods cooked with lots of spices; agree, May 2015
High-quality concepts propel burgers and chicken sandwiches
Figure 13: LSR burger and chicken concepts: willing to pay more for premium toppings, May 2015
Burger Winners
Burger Strugglers
Chicken Winners
Chicken Strugglers
Menu Insights: Burgers are growing on fine dining menus
Figure 14: incidence of burgers on menus, Q1 2012-2015
Any way you want it customization
What’s next?
Consumers demand healthy items when dining out
Smoky burgers and chicken
International flair
THE CONSUMER
What you need to know
Hispanics are contributing to the growth of fast casuals
There is no “one size fits all” for providing values and deals
Older Millennials are the trend setters
The importance of burger and chicken sandwich factors varies by gender
QSR and fast casual visitation
QSR’s are still the most visited LSR, but fast casuals are poised to grow
Figure 15: LSR burger and chicken concepts: segment visitation in the past month, May 2015
Efficacy of deals and discounts depends on age
Millennials respond to social media, Boomers to print
Figure 16: LSR burger and chicken concepts: deals, discounts, and programs consumers most like to use, May 2015
What reaches men vs women
Women want health while men go for trends
Figure 17: LSR burger and chicken concepts: statement agreement, “any agree”, May 2015
Healthy eating is in the mind of the consumer
Parents are particularly interested in heathy offerings
Figure 18: LSR burger and chicken concepts: consumers ordering “more” healthy items compared to last year, May 2015
Perception of health is subjective
Figure 19: McDonald’s and Shake Shack nutrition comparison, July 2015
Portion control offers bite-sized premium indulgences
Both men and women are interested in smaller portion sizes
Figure 20: LSR burger and chicken concepts: respondents interested in smaller portions of foods “any agree”, May 2015
Marketing to older millennials
Older Millennials are the trendsetters
Figure 21: LSR burger and chicken concepts: most important considerations, May 2014
Ethics and millennials
Millennials desire “feel good” attributes
Figure 22: LSR burger and chicken concepts: most important factors May 2015
Ethical Claims: Menu Insights and restaurant examples
Globalization of burgers and chicken sandwiches
Older Millennials want innovative burgers
Figure 23: LSR burger and chicken concepts: respondents interested in international varieties of familiar foods “any agree”, May 2015
Examples of international burgers and chicken
Customization is something all demographics seek
Reach all generations through customized options
Figure 24: LSR burger and chicken concepts: statement agreement “any agree”, May 2015
Reaching the high income consumer
More affluent consumers order healthier menu items
Figure 25: LSR burger and chicken concept usage, May 2015
Figure 26: LSR burger and chicken concepts: consumers ordering “more” healthy items compared to last year, May 2015
Tech innovations should target urbanites
Urbanites are using more restaurant and payment apps
Figure 27: LSR burger and chicken concepts: consumers using technology such as mobile payments or mobile ordering “more”, May 2015
Data sources and abbreviations
Fan chart forecast
Abbreviations and terms
Appendix – Market
Figure 28: Total US sales and forecast of market, at inflation-adjusted prices, 2009-19
Figure 29: Total U.S. sales and forecast of limited-service eating places, at current prices, 2009-19
Appendix – Consumer
Figure 30: Attitudes/ Opinions About foods cooked with lots of spices; “agree”
Appendix – Top burger and chicken sandwich ingredients
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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