CHICAGO — Chicago-based Research International USA has released its first-ever fast food industry report, "Fast Food Nation 2008: A Consumer Perspective on the Fast Food Industry."
The self-funded study was conducted by Research International to help clients gain a better understanding of consumers' views on fast food in light of continued industry criticism and Americans' desire to be more health conscious.
The nationally projectable findings are based on a panel of 1,000 respondents, ages 16-65, who participated in an online survey which was conducted from March 13 through March 18, 2008. Respondents were recruited from Lightspeed Research's Consumer Panel, a sister company of Research International and executed by Kantar Operations, the research operating division of Kantar Group. Based on the results, eating fast food remains quite popular and the industry as a whole has a positive outlook, particularly in recessionary times.
"With the average American spending $500 a year on fast food, the industry clearly plays a major part in the country's economy and we felt that our clients would benefit from gaining an in-depth understanding of this segment which is a large part of consumers' lives," said Alexander Kleijngeld, Research International, vice president-client services.
Some of the major findings from the study include:
- Over half of the population eats fast food once a week with 20 percent eating fast food at least every other day.
- Fourteen percent of the population accounts for almost half of all fast food sales. These high frequency users tend to be male, below middle-age and employed with high incomes.
- High-frequency users have an average income of $67,575 which is 15 percent higher than the sample group's average household income of $58,875.
- Despite their above-average incomes, high frequency users are more likely to increase fast food consumption because of economic pressure and are attracted to "value" dining options.
- Subway earned the highest Brand Energy score which measures how strong a brand is the minds of consumers. This score is a composite of four dimensions: Status and Momentum: strong brands not only perform well today (Status) but are also seen as continuously evolving and improving/innovating (Momentum); Affinity and Performance: strong brands not only offer a great experience functionally (Performance) but consumers also have an emotional bond with them (Affinity).
- Frequent users are attracted to restaurants that have new menu options or promotions and react positively to healthy food choices that are in tune with a restaurant's efforts to improve the healthiness of their menu.
- More than half the country (57 percent) has been to McDonald's in the past month followed by Subway (37 percent), Burger King (36 percent), Taco Bell (33 percent), Wendy's (32 percent) and KFC (27 percent).
- Convenience is the main reason consumers choose a fast-food dining option.
