How Often They Visit
According to the 1,000 respondents to the survey, the average number of meals eaten at a quick-serve over the past 60 days was eight. The majority of respondents, however, say they have dined five or fewer times at a quick-service restaurant during that period, and more than 76 percent say they have dined at a quick-serve 10 or fewer times within the last 60 days. When asked how many times per week they eat at a quick-serve, however, the majority (52.5 percent) indicated two or more visits, which would be at least 16 times within a 60-day period. This funny math from a group of respondents where nearly 90 percent have had education beyond high school and over 40 percent had either undergraduate or graduate degrees, might be a subtle indicator that there is still a negative connotation in our society regarding fast food, resulting in a reluctance to recognize just how many meals we actually are eating out. Even as educated adults (average age of respondents was 42), we appear to be influenced by peer pressure—in this case, a media-fueled mentality that fast food is analogous to unsophisticated, cheap, unhealthy, uncaring food service. As such, although we have our guilty pleasures, we might be a bit shy about admitting to them due to a pereived social stigma that may be associated with eating fast food. see chart 2
Food Quality and Service
In regards to the quality of food and service received, most respondents related positive experiences. In that area, 45 percent perceived customer service favorably (only 8 percent viewed it negatively), and more than half believe the menus at fast-food restaurants are healthier now than three years ago. Twenty-nine percent of the consumers surveyed feel the quality of food is superior to that of three years ago (versus only 11 percent who believe the quality has become worse), and over one-third believe quick-serve restaurants have improved overall versus 12 percent who do not agree with that statement. It is possible that these metrics reflect a perceived improvement, but that as an industry quick-serves still need to do more to actually deliver healthy, quality food. see chart 3