Quick-Service Customers: Out to Lunch
Fast-food operators fill more of their tables at lunch than at other dayparts.
By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 8/1/2008
You'll find more quick-service customers eating in the restaurant at lunch than at other meals. According to Quick-Track, a quarterly survey by San Clemente, Calif.-based research firm Sandelman & Associates, 36.8 percent of all fast-food users having lunch on their last QSR occasion ate inside the restaurant, while 27.5 percent of all QSR users ate in on their last visit, a 21-quarter average shows. Of those having lunch on their last visit, 32.8 percent used the drive-thru and 27.5 percent used carryout.
* Fast-food customers having lunch on their most recent occasion were more likely than all-occasion users to dine alone: 34.8 percent vs. 27.5 percent, according to a 21-quarter average.
* Lunch makes up 42.1 percent of all QSR occasions; dinner comprises 40.8 percent; breakfast, 11.3 percent; and snacks, 5.8 percent.
* Those having lunch on their last occasion spent $4.96 per person, a 21-quarter average shows. All QSR users spent an average of $5.09 per person across all meal occasions.
* Sandwich chains garnered 15.1 percent of past-month lunch occasions but only 11.0 percent of all past-month occasions. Conversely, pizza chains got 10.2 percent of past-month lunch occasions but 17.4 percent of all occasions.
* According to 21-quarter averages, 30.2 percent of fast-food users who had lunch on their last visit ate a burger; 25.2 percent ordered a sandwich, either chicken, submarine or other; 10.8 percent bought pizza; and 10.7 percent had chicken nuggets, strips, wings or on the bone.
* Of those having lunch on their most recent QSR occasion, 36.9 percent had fries vs. 28.9 percent of all users. 83.9 percent of customers had a beverage; 78.3 percent of all users did.
* 14.1 percent of QSR users having lunch on their most recent occasion used a special deal or promotion; 19.4 percent of all users took advantage of a deal.
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