Exploring Consumers' Eating Habits on the Road
By Aimee Harvey on Jun. 20, 2017BOSTON -- As the summer travel season kicks in, it's important to note that hungry travelers often are in search of quick meal and snack solutions when they’re on the road. So what drives them to choose one foodservice option over another?
Boston-based GasBuddy conducted a survey in June 2017 to find out. More than 3,500 travelers responded about their foodservice preferences. Click through to understand their requirements and preferences ...
When do they stop?
Nearly half of all travelers surveyed (46.5%) said that they make a stop when they’re hungry. This suggests that foodservice visits on the road are fueled by necessity rather than cravings or a desire for indulgence.
Pilot Flying J (pictured above) calls attention to its fresh food offerings with large outdoor signage.
What do travelers require?
Asked to select all foodservice attributes that travelers look for, the highest response was given to meals or snacks that are convenient/easy to hold (63.3%). Other top-ranked requirements included providing food that is fast (44.5%), healthy (44.3%), “no mess” (39.1%) and filling (34.4%).
Consumers’ response around convenience points to the need for car-friendly packaging, since travelers will eat these items on the go. At QuikTrip, for example, the chain’s signature breakfast bowls, which feature eggs, cheese and a choice of meat, can fit squarely in a cup holder (pictured above).
What about health?
About half (48%) of consumers say that health is a top priority when they’re on the road.
This data underscores the importance of not only offering a mix of menu offerings, but messaging around health and variety. For example, at Kum & Go’s new marketplace stores, posters featuring new salads are displayed on the columns next to the pumps (pictured above). At Hy-Vee Gas locations, signs are attached to the hoses on the pumps that advertise everything from pizza to salads to bottled water.
It’s crucial to communicate the availability of healthful fare to these travelers, since 46.3% of respondents said that they would go elsewhere in search of healthy food if it is not available in the store.
What do travelers eat?
When purchasing healthier options on the road, here are the foods that travelers are most likely to choose:
- Packaged nuts or trail mix: 42.1%
- Fresh or dried fruit/vegetables: 19.9%
- Prepared or made-to-order salads: 16.5%
- Granola or energy bars: 15.5%
- Yogurt: 5.8%