DINING OUT IN AMERICA: Part 2: The Impact of New Menu Items, Value and Nutrition
Whether it’s launching new menu items, offering calorie-conscious options, or striking the balance between value and quality, fast food brands are tasked with satisfying the evolving American palate in a highly competitive market. Dining Out in America: The Impact of New Menu Items, Value and Nutrition takes a deep dive into recent trends impacting fast food including the reception of recently launched menu items, the resurgence of value menus for cost-conscious consumers, and the role of health in consumers’ dining choices.
This report leverages Placed Questions, a feature within Placed Insights which combines survey questions with the direct measurement of consumers’ location activities. Dining Out in America: The Impact of New Menu Items, Value and Nutrition is based on 13,381 U.S. survey respondents during April 2013, providing detailed insight into consumers' dining behaviors and attitudes.
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Among the Study’s Key Findings
- Burger chains accounted for 4 of the 5 top price-conscious restaurant destinations including Sonic, Jack In The Box, In-N-Out Burger, and Hardee’s.
- Customers age 25-34 and 35-44 had a higher propensity to order the Cool Ranch Doritos Locos Taco than all other age groups.
- Females were 7% more likely to order the McWrap than males that visited McDonald’s.
- Between McDonald’s, Burger King and Wendy’s, the McDonald’s Dollar Menu proved to be the most popular among visitors, with 77.3% of visitors to McDonald’s ordering off of the Dollar Menu.
- Consumers that would pay more to eat healthier were most likely to dine at Chipotle, Jimmy John’s and Panera than an average consumer.
- Factors Driving Visitation to Quick Service Restaurants
- Consumers and New Menu Items
- Menu Preferences: McDonald’s, Burger King, Wendy’s, Taco Bell
- Health Conscious Fast Food Consumers