"Clearly the economy has impacted the behavior of QSR customers. Decisions are being made to dine at a QSR [image-nocss] instead of a casual dining establishment or at home instead of eating out," said Gwen Amador, vice president at M/A/R/C Research. "All of this has a direct impact on the share QSR brands can capture."
M/A/R/C surveyed more than 25,000 consumers nationwide through an online survey to learn how the current economic conditions have influenced consumers' decisions when considering visiting a QSR. The study included the burger, chicken, Mexican, pizza, sandwich and seafood categories.
The study provides a look at how the economy has impacted dining habits and lists the top reasons why consumers are eating fast food less often and reasons for eating it more often.
Click here to access the full study, "Measure QSR: A Measurement of the Quick Serve Restaurant Experience."
Dallas-based M/A/R/C Research is a brand development firm that measures attitudes and behaviors to explain and predict market share, revenue and impact of a client's actions. It is part of the Omnicom Group Inc., an advertising, marketing and corporate communications company. Omnicom's branded networks and specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to more than 5,000 clients in more than 100 countries.
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