When it comes to comfort attributes, 16.6% of respondents reported that such needs drove them to a QSR for a foodservice visit. Compare that to c-stores at 12.5%. Among comfort attributes, one stood out above the other: A little more than 14% of respondents said they made the visit because they just wanted a simple meal they knew they’d enjoy, vs. 2.3% who said they wanted a meal that would help them unwind.
Papa Murphy’s is the definitive “comfort” QSR, with 28.4% of consumers reporting they visited the chain to meet a comfort need, be it the need for simplicity or the need to unwind.
Photo courtesy of Papa Murphy's