The gathering of operators from different grab-and-go foodservice segments at FARE 2014 brought one issue to light: everyone’s stepped up their game to win the same consumer. Now, we can see how those efforts have paid off (above).
According to Wade Hanson of Chicago-based research firm Technomic, there are four main factors driving consumers’ purchasing decisions: personal influences, buying situation, social influences and environmental influences. Hanson broke these drivers down even further to identify the specific needs consumers have from grab-and-go foodservice channels.
The above graphic illustrates how the different channels meet those needs in the eye of the consumer, based on Technomic’s research. How do QSRs stack up against the competitors? Pretty well, actually. But it does shed some light on potential areas of improvement within the segment. Namely, awareness of healthy options and social-responsibility practices. After all, many quick-service operators are putting better-for-you options on the menu, as well as giving back to their communities and focusing on environmentally friendly practices. Who knows? In the long run, getting the word out about those changes might alter the way consumers view QSRs, helping restaurants edge out others in the ongoing battle for share of stomach.
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