CHICAGO-- What does the typical frequent quick-service restaurant (QSR) consumer look like?
Recent research finds that he is white, between 25 and 34 years old, accompanied by his spouse or significant other and likely dining in the restaurant. So finds a demographic analysis of almost 38,000 consumers polled for Chicago-based Technomic Inc.'s ongoing Consumer Restaurant Brand Metrics research and analyzed for the recently released Understanding Quick-Service Restaurants & Their Customers Market Intelligence Report.
"The quick-service restaurant segment includes some of the largest and most innovative companies in the U.S., as well as some interesting up-and-comers," said Technomic executive vice president Darren Tristano. "But at the same time, increasing competition means that it's more important than ever to understand what consumers value about fast food and where QSRs have opportunities to improve."
Technomic's Consumer Restaurant Brand Metrics program provides chains with a unique scorecard to benchmark performance against their peers and track results over time. The study asks consumers to rate the importance of certain attributes when deciding which QSR to visit.
Based on initial survey analysis, Technomic ranked the top attribute categories:
Top Five Chains in Each Attribute (in alphabetical order):
Other findings include: