News

Study: Americans most loyal QSR patrons on planet

September 18, 2019

One of the largest studies every conducted of its kind shows the world's people not only adore their fast food brand favorites, but that where they are on the planet deeply affects which brands they love. The study of phone signals, data and other intelligence generated by an impressive 2.5 million consumers and 133,000 locations globally by U.K.-based company, Blis, is the focus of the company's recent report on "how the world eats." Blis stressed that the study is built around real-world intelligence, that is information based on actual consumer behavior, rather than that which is inferred.

In the study, Blis analyzed data from McDonald's, Burger King, Subway, KFC and Domino's locations in Singapore, Australia, the U.K. and U.S. to reveal that brand loyalty differs dramatically across the world. Ultimately though, US consumers reigned supreme when it comes to undying individual QSR brand loyalty, according to the company's report. In fact, US consumers were 70% more likely than their British counterpart to patronize a single QSR brand exclusively, though Aussies weren't far behind. 

Further, what we best like to eat depends on where we are on the planet, with findings like: 

• 40% of Brits choose regular sandwiches over fast-food options, making the U.K. the most competitive QSR market worldwide. 
• Burger QSRs are tops with Americans with this category the top choice of 39% here.
• But Australia is nipping at the cow's hooves, so to speak, with 28% of Australians taking burger QSR as tops.
• Convenience and physical QSR store footprint remained critical globally, even for app-ordered food. 

"The concept of dining is changing worldwide, as more people rely on food prepared outside the home, and it's more important than ever for brands to understand how people around the world eat day-to-day," Blis CEO Greg Isbister said in a news release about the report. "Real-world intelligence helps fast-food retailers, and brands across every vertical, understand global trends and inform business and marketing strategies to stay relevant to their customers and drive return on investment."