Quick Service Restaurants Account for 6 of the 10 Most-Visited U.S. Businesses

Placed Releases First in Two-Part Study on Fast Food and Fast Casual Restaurant Trends

SEATTLE, WA, May 29, 2013 - A new study released by Placed, found that quick service restaurants account for the majority of the most-visited destinations in America with McDonald's (#1), Subway (#2), Starbucks (#4), Burger King (#5), Wendy's (#6) and Taco Bell (#9) securing spots within the top 10 business ranking in April 2013. Based on data from its recently launched Placed Insights service, 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. To download the full report, please visit: https://www.placed.com/resources/white-papers/quick-service-restaurant-landscape

"Americans have more options than ever when dining out, fueling a growing battle for a limited set of dollars," said David Shim, Founder and CEO at Placed. "In a space as competitive as fast food, data is the differentiator in terms of a winning and losing brand. By measuring the connection between people and places, restaurants are able to look beyond their counters and pull dollars away from their competitors."

Coffee Drinkers on the Coasts, Subs More Popular in the Midwest and South

McDonald's ranked as the most-visited fast food restaurant with more than half of U.S. consumers visiting the chain in April. Although McDonald's ranked as the top quick serve destination in all four U.S. regions, there was significant variability for the remainder of the top 10.
  • Subway held the #2 spot in the Midwest and South, while rival coffee destinations protected their home field advantage with Starbucks ranked #2 in the West, and Dunkin' Donuts matching in the Northeast.
  • The South was the only region where Wendy's beat out Burger King, ranking as the #3 most visited fast food destination.
  • The Midwest was the only region that saw two Mexican-style quick service restaurants, Taco Bell and Chipotle, secure spots in the top 10.
  • Diversity was the keyword for quick service restaurants in the West region with 40% of the top 10 chains not appearing among the leaders in any other markets (Jack In The Box, Panda Express, Carl's Jr., and Jamba Juice).

Wendy's Least Popular among Hispanics as Brand Renews Foc%ul.list--squareon Hispani%ul.list--squarearket

  • Wendy's: Hispanics were least likely to visit Wendy's compared to McDonald's, Burger King and Taco Bell. Wendy's, which recently increased its spend for Hispanic media by double digits and launched new tailored TV ads, saw that Hispanics were 16% less likely to visit the chain compared to an average U.S. consumer.
  • McDonald's: As the largest food advertiser in Spanish-language media according to Ad Age, McDonald's showed the strongest skew among Hispanic customers compared to Burger King, Wendy's and Taco Bell.
  • Taco Bell: Visitors skewed the youngest of the four brands, with those under age 44 over indexing to the taco chain. Taco Bell visitors also skewed slightly lower income comparatively.
  • Burger King: Although consumers with children were more likely to visit all four chains than those without children, Burger King showed the strongest skew toward parents.
  • Asians: Across the board, Asians under indexed for McDonald's, Burger King, Wendy's and Taco Bell. This highlights an opportunity for these fast food restaurants to reach an audience that currently isn't consuming their menu at scale.

Demographic Analysis: McDonald's, Burger King, Wendy's, Taco Bell
Date: April 2013
Source: Placed Insights
Visitor Index*
Gender
Female 102 99 101 99
Male 98 101 99 101
Age
18 - 24 93 86 81 102
25 - 34 98 98 101 101
35 - 44 106 106 105 109
45 - 54 100 104 105 94
55+ 99 98 103 81
Income
< $25k 96 94 88 98
$25K - < $50K 101 102 101 103
$50K - < $75K 105 108 112 102
$75K - < $100K 100 104 115 93
$100K+ 105 102 115 96
Ethnicity
African American 106 108 113 86
Asian 83 86 54 68
Caucasian 99 99 104 104
Hispanic 104 101 84 100
Children
Has Children 105 106 102 104
No Children 94 93 98 95
*Index of 100 = Average Representation

Dining Out in America: The Quick Service Restaurant Landscape

Dining Out in America: The Quick Service Restaurant Landscape provides the latest view into fast food and fast casual consumer behavior including analysis of the top brands, demographic trends and competitor customer profiles. The report is the first in a two-part study on consumer trends at quick service restaurants. The second part of the study will be released in June 2013. To download the full report, please visit: https://www.placed.com/resources/white-papers/quick-service-restaurant-landscape

To learn more about Placed Insights, please visit https://www.placed.com/placed-insights or contact sales@placed.com

About Placed Insights:

Placed Insights is the first ratings service for the physical world, providing actionable intelligence into the paths and behaviors of U.S. consumers across more than 130 business categories and 1,000 businesses. Based on the world's largest location panel, Placed Insights combines innovative big data techniques with trusted market research methodologies to quantify offline consumer behavior. For more information on Placed Insights, please visit: https://www.placed.com/placed-insights

About Placed

Placed is the leader in location-driven insights and ad intelligence. Measuring billions of locations across the world's largest opt-in location audience, Placed provides the most comprehensive understanding of consumers' offline behaviors. Connecting the physical and digital worlds, Placed is the industry standard currency for brands, agencies, and publishers to measure ad exposure to store visit, target location at scale, and deliver actionable insights into consumer behavior.

Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group and Two Sigma Ventures.

Media Contact:

Placed
press@placed.com
(206) 395-8308