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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

Working Lunch chartYou'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.

Stopping for Lunch chart* 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.

 

Methodology

Customer trend data is based on the quarterly Quick-Track survey by Sandelman & Associates, a San Clemente, Calif.-based research firm. Quick-Track queries a nationally representative sample of 600 fast-food customers on a host of demographic and usage questions. The firm defines “QSR lunch users” as those who have purchased lunch from one of the tracked QSR chains at least once in the past month. Most-recent purchase data is based on all QSR users whose last QSR purchase was at lunch.

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