News

QSR survey reveals consumers prefer healthful options

A recent survey from research company Ask Your Target Market finds that attitudes toward health are a vital factor in driving preferences in the quick service restaurant market, even if behavior suggests otherwise.

February 9, 2016

A recent survey from research company Ask Your Target Market finds that attitudes toward health are a vital factor in driving preferences in the quick service restaurant market, even if behavior suggests otherwise, according to a company press release Additionally, the study provides customer profiles of eight quick service restaurants in the U.S. that were selected by respondents as their favorites; McDonald's, Subway, Taco Bell, Burger King, Wendy's, Chick-fil-A, KFC, and Arby's.

The survey found that although Subway, commonly thought of as one of the healthier quick serve outlets, was cited as the favorite QSR of those provided, McDonald's had a greater frequency of weekly visits. Burger King, which was stated as favorite by 8 percent of those surveyed, ahead only of KFC (6 percent) and Arby's (4 percent), had the fourth-highest frequency of weekly visits. Overall, the top three chains cited as favorites with consumers were Subway (19 percent), McDonald's (16 percent) and Chick-fil-A (12 percent), the release stated.

The preference for the healthy option manifested itself in the favored promotional materials of the QSR chains. The survey researched responses to advertising. It did this by removing the QSR brand from the material in order to identify uninfluenced preferences. This revealed that even without the branding, Subway's "less than 6 grams of fat" promotion was the most preferred, with 37 percent of respondents ranking the unbranded advertisement in the top two of the eight shown. While research on preferred beverages showed the healthier option, water, also ranked higher than the sugar-filled carbonated alternatives.

Freshness and service were seen as the two major drivers for consumers when asked how they would describe the perfect quick serve dining experience, suggesting along with the other evidence that healthy options are a key driver for consumer preference in the QSR market.

The survey found that for McDonald's, Burger King and Taco Bell, the three chains that index better over frequency of visits versus consumer favorites; price and convenience were two highly scored attributes common to all three. However, Subway only scored well on food healthiness, and had a lower frequency of visits despite having more locations than any other QSR chain. Wendy's and Chick-fil-A scored well on food quality and cleanliness, suggesting that although the healthiness and clean-living can drive preference conceptually, convenience and cost are more likely to drive actual purchase.  

AYTM's sample profiling allowed the company to look at each QSR chain and build personas of the consumers that cited the chain as their favorite. This created profiles of consumers. Those that favored Subway tend to be cultured, health-minded, easy-going individuals. They watch PBS and CNN, listen to classical music and take an active interest in business and finance and health and fitness publications. They recycle, are interested in their health and do not consider themselves bossy or possessive.

Alternatively those that favored McDonald's consider themselves to be open and optimistic. They are digital-savvy urbanites, use online banking and index highly for mobile and tablet use. They tend toward known brands, but are much more price and value conscious. Those that favor McDonald's are also likely to shop at Walmart and Costco. Contrary to Subway's consumer profile they prefer soda and soft drinks over water, and are great consumers of candy products.

The third most favored QSR chain was Chick-fil-A. Its consumers are fit and stylish Christian women who prioritize entertainment, value, convenience and connecting with those around them. Like the profiled McDonald's consumer they are optimistic and tech savvy, but are more health conscious and more likely to be a runner and vitamin consumer.

The AYTM QSR survey shows that although consumers' preferences align with wider health trends, purchasing behavior indicates that price still rules, the release stated