Despite QSRs across the country continuing to battle for the
best meal deal, a recent survey by consumer insights platform Zappi revealed that fewer lower- to middle-income consumers see fast food as affordable.
The study surveyed a representative
sample of 3,000 U.S. consumers. The survey found only 14% of consumers view QSRs as a “budget-friendly” option. Subsequently, 23% only see fast food as a “treat or reward,” and
another 20% see it as a “guilty pleasure.”
Yet this isn’t the case for younger, higher-income diners, who “view fast food as part of a lifestyle.” Among those
earning more than $100,000 per year, over one fourth (28%) say they’re actually eating more fast food now than a year ago.
This appears further evidenced by the immensely popular
millennial- and Gen Z-targeted Chainfest, which features unique dishes in a
festival setting from popular QSR brands such as White Castle, KFC and Panda Express. Ticket prices range from $125 to over $400.
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Conversely, 40% of those surveyed by Zappi who earn less than
$50,000 reported they’re actually eating fast food less often than last year.
“Fast food is no longer just a quick, cheap bite — it’s increasingly seen as a
micro-indulgence,” said Nataly Kelly, CMO at Zappi in the announcement. “Consumers are looking for unique twists on familiar favorites that feel worth the spend. The QSR brands that win
will be the ones that balance value with menu innovation — offering products that feel satisfying, distinctive and priced right.”
The study also found that over 45% of consumers
under 45 eat fast food more than four times per month, as compared to 34% of consumers over 45.
As for what actually constituted a “meal deal,” 48% of consumers say $5 to $8 is the
“sweet spot for a fast-food meal;” one third of those earning less than $50,000 a year say a fast-food meal should cost less than $5.
Consumers in the West and South were found to
eat the most fast food, with 10% of people in these regions reporting they indulge more than 10 times per month.