DINING OUT IN AMERICA: Part 1: The Quick Service Restaurant Landscape

Dining Out in America: The Quick Service Restaurant Landscape provides one of the most comprehensive views into U.S. consumers’ relationship with fast food and fast casual restaurants including analysis of the top brands, demographic trends and competitor customer profiles. The report is the first part of a two-part study on fast food trends. The second part of the study will be released in June 2013.

Dining Out in America: The Quick Service Restaurant Landscape is based on data from Placed Insights. Leveraging the world’s largest location panel, Placed Insights measures over 70 million locations a day across more than 70,000 U.S. panelists who have opted-in to share their location, creating the most accurate and comprehensive view of consumer behavior in the physical world.

Among the Study's Key Findings

  • McDonald’s ranked as the most-visited fast food restaurant with more than half of U.S. consumers visiting the chain in April.
  • Although Subway has nearly 10,000 more U.S. locations than McDonald’s, the sandwich chain trailed the leader to claim the #2 spot reaching 2 in 5 Americans.
  • The South was the only region where Wendy’s outranked Burger King, ranking as the #3 most visited fast food destination.
  • As the largest food advertiser in Spanish-language media, McDonald’s showed the strongest skew among Hispanic customers compared to Burger King, Wendy’s and Taco Bell.
  • Burger King visitors displayed a high affinity to visit Wendy’s and Taco Bell, but not McDonald’s.

Report Content

  • Most-Visited Quick Service Restaurants
  • Geographic Trends
  • Demographic Trends
  • Affinity Analysis

For more insights on the fast food market, download part 2 of the study:
Dining Out in America: The Impact of New Menu Items, Value and Nutrition.

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