- Quality (93%*)
- Cost (91%)
- Health (81%)
- Flavors (75%)
*Percentage of consumers saying these attributes are extremely to somewhat important in their selection of a QSR.
While some attributes, such as low-cost and quality, are “must-haves” for QSRs, others can be key differentiators. FoodThink research found that attributes like innovative flavors, drinks, desserts and unique menu items can help distinguish one QSR from the next.
The study also examines how key drivers change by consumer segments, for example:
- Millennials are more likely to say drinks, flavors and sauces are important.
- Women are more concerned with health and customization.
- Men say desserts and combo meals drive their QSR selection.
For more on this and other QSR topics, download the new white paper “QSRs and America’s Changing Tastes.”