The fast food industry is notably shaped by various factors, including customer loyalty, value offerings, and competitive pricing. A recent article shared by CNBC shed light on the profound impact of factors like restaurant traffic, perceived value, and promotional efforts on the future of quick-service restaurants. In this article, we use Attain’s consumer-permissioned commerce and panel data to explore several key trends that underpin customer loyalty and discuss the implications of delivering value in the face of increasing production costs.
To no surprise, Gen Z, is at the forefront of driving heavy fast food consumption. They are 1.3x more likely than other generations to be avid consumers of fast food. What makes Gen Z stand out is their digital fluency, preference for convenience and desire for unique experiences.
For QSRs, understanding and catering to the needs and preferences of Gen Z is pivotal. These young consumers value speed and convenience but are also inclined to seek unique menu offerings and dining experiences. Unlike their Millennial and Gen X counterparts, who prioritize fast and efficient service, Gen Z is 1.4x more likely to weigh other factors, such as menu variety, atmosphere, or promotions, as equally important. Fast food restaurants are challenged to strike a balance between offering speed and catering to Gen Z’s quest for variety and memorable dining experiences.
Promotions play a vital role in influencing consumers’ fast food choices, with 72% of consumers admitting that engaging posts or advertisements on social media sway their decisions. However, the preferences for promotional content vary by generation. Gen Z, once again leading the way, is 1.4x more likely to find interactive polls and contests the most engaging social media content related to fast food. Moreover, they are 1.3x more likely to be influenced by social media to try new fast food restaurants or menu items.
Additionally, loyalty programs are gaining prominence, with 62% of consumers attributing their loyalty to specific QSR chains to such programs. Discounts on menu items and free items after a certain number of purchases are particularly appealing to consumers, with 36% and 35% favoring these incentives, respectively. It’s imperative to recognize generational preferences and craft targeted strategies that resonate with Gen Z’s desire for interactive and innovative promotional content. Leveraging loyalty programs and offering discounts can also prove effective in attracting and retaining customers across various generations.
In recent years, quick-service restaurants grappled with the task of increasing prices due to the escalating cost of goods. However, it’s worth noting that more recently, inflation has started to show signs of slowing down. Despite increased cost, consumers continue to visit fast food establishments, with an 8% year-on-year increase in the average transaction amount, and a 2% increase in average purchase frequency within the category. This suggests that consumers are willing to pay more for their favorite fast foods, even as they seek budget-friendly options. It also underscores the importance of emphasizing affordability, promotions, and loyalty programs to reassure consumers that they can enjoy their favorite QSRs without breaking the bank.
As the QSR industry continually evolves, it’s vital to adjust to emerging trends reflecting changes in consumer preferences. Fast food establishments must not only cater to their diverse customer base but also excel in an ever-shifting environment where success hinges on speed, innovation, and affordability.
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