Quick-Service Consumers Seek Customization and Variety

Appealing to Millenials is key to today’s successful foodservice operation.

June 04, 2014

KANSAS CITY, MO. – In a recent report from FoodThink titled "QSRs and America's Changing Tastes," researchers highlighted quick-service restaurant consumer trends, from more desire in menu variety to the differences between what women and men look for in a quick-service restaurant.

As these trends become more prevalent, they are likely to trickle down to other types of foodservice operations, making the report a valuable source of information for convenience retailers looking to create a competitive foodservice program.

In an interview with QSR Magazine, Senior FoodThink Researcher Erika Chance shared some key insights from the report.

“People are driven by options and variety,” Chance explained when asked about what factors were common across various demographics. According to the study, 40% percent of consumers consider menu variety to be extremely or very important to them when choosing a QSR, almost regardless of their age, gender, income or other factors. “It’s clear that the days of a limited, non-customizable menu are gone. Quick-service restaurant customers of today and especially tomorrow are going to be motivated by creativity and customization, which allows them to get exactly what they are craving,” said Chance.

Like so many consumer-driven industries today, appealing to the Millennial audience is key to a successful operation. “The buying power of this generation is growing,” Chance explained. According to study data, just over 50% of Millennials eat fast food once a week or more — a much greater percentage than older generations. Not only are they frequent users, but they’re also likely influencers: Millennials are 37% more likely than the average consumer to follow a restaurant on social media.

So what do Millennnials look for? Unique drinks and desserts, innovative menu ideas and interesting flavors can sway them to one brand over the other — from Taco Bell’s newly launched breakfast menu that targets specifically younger Millennial men to Pizza Hut’s recent flavor profile revamp of its pizzas to include more sophisticated flavor combinations. Other notable things that set this consumer segment apart are their desire for good kids menus, since many in the older half of the generation are starting families and want more options for side dishes.

Advertisement
Advertisement
Advertisement