What Consumers Think

We found this to be a great study and well informative at the staff of Capico after our review.

2008 QSR Magazine Survey of Consumer Attitudes and Preferences in Quick-Service Restaurants

Ever wish you could read your customers’ minds and find out what they’re really thinking? We set out to discover exactly that in our 2008 consumer survey.

Details about the study: Six hundred seventy-three respondents entered the survey, which was conducted by Litchfield Research. The distribution was 68 percent female and 32 percent male. Respondents were distributed throughout the U.S., with the exception of Montana and New Mexico. Eighty-two percent of the respondents identified themselves as Caucasian. Those under the age of 18 exited the survey. The remaining questions were asked to 689 respondents. The average age of respondents was 47 years old.

Click on the question below to see the results, which you can also sort by demographics.

In the last 60 days

How often did you eat fast food?

How often did you eat at a casual-dining restaurant?

How often did you eat at a fine-dining restaurant?

Favorites

How many times in a week do you eat fast food?

What meal are you most likely to eat at a fast-food restaurant?

What is your favorite fast-food restaurant?

What is your least favorite fast-food restaurant?

Loyalties

Do you have brand loyalties?

To which restaurants are you loyal?

Why do you prefer this restaurant?

How far would you travel?

What’s Important

What’s important in choosing a fast-food restaurant?

How’s the customer service?

Quality Control

In the past three years, has fast-food quality improved?

Do you think fast food has gotten healthier?

Do you think fast food is better overall?

Has a fast-food experience ever caused you to…?

Beverages

What’s your favorite fast-food beverage?

Would you order beer or wine at a fast-food restaurant?

Choices

What dietary concerns do you have?

What do you order?

Where are you most likely to eat fast food?