Over the Counter: Takeout Trends
Quick-service takeout trends show customers coming in for dinner and deals.
By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 10/1/2008 12:00:00 AM
Dinner comprises 54.8 percent of fast-food users' carryout occasions, according to a 21-quarter average from Quick-Track, a quarterly survey by San Clemente, Calif.-based Sandelman & Associates. The evening meal makes up 48.4 percent of all QSR users' most recent purchase occasions. Lunch makes up 39.7 percent of all users' last occasions and 33.9 percent of carryout occasions.
* Guests using carryout on their last visit were more likely than all fast-food users to take advantage of a limited-time special: 23.9 percent vs. 19.1 percent. Of carryout customers using a deal, 27.5 percent of them learned about it from newspapers, 27.0 percent from direct-mail fliers, 24.4 percent from signage at the restaurant, and 14.7 percent from television.
* Carryout comprises 23.3 percent of all fast-food ccasions, according to a 21-quarter average; drive-thru garners 40.7 percent; eat-in, 30.1 percent; and delivery, 5.8 percent.
* 30.6 percent of customers using carryout on their last occasion had pizza, while 23.1 percent of all users did. Only 14.4 percent of those using carryout bought a hamburger, though national burger chains received 19.7 percent of carryout occasions. Of all users, 23.0 percent had a burger.
* While 28.6 percent of all fast-food users ordered fries on their last occasion, only 18.8 percent of those using carryout did, according to a 21-quarter average.
* 68.5 percent of patrons using carryout had a beverage; 78.4 percent of all QSR customers did.
* The average amount spent per person on their last occasion was virtually the same for all users and those using carryout: $5.12 for carryout users, $5.11 for all QSR users.
* A 21-quarter average shows that 33.8 percent of QSR customers using carryout on their last occasion were with their spouse, 26.8 percent were with their children, and 27.9 percent were alone. These figures line up with all users: 29.6 percent were with their spouse; 27.0 percent, with their kids; and 27.5 percent, by themselves.
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