Why Do You Visit Quick Serve Restaurants?

Did you know that 95% of people have eaten fast food in the past twelve months? 

You may think that the reason for this is obvious; customers making rational decisions based on quick, convenient and inexpensive meals. But are speed and price the only reasons why fast food has become a staple of the British diet? Starcount data reveals that there are also a number of emotional drivers behind WHY consumers buy from a Quick Serve Restaurant (QSR).

Daniel Kahneman (Psychologist & Nobel Prize winner) proved that 95% of all decision-making is emotional and our behavioural data shows that this is no different for the QSR consumer. 

Emotional motivations in the fast food world range from enjoying social experiences to taste testing new menu items. Deep diving into these motivations provides a more thorough understanding of consumers who buy from QSRs, presenting an opportunity for brands to make better strategic, creative and targeted campaigns. 

So why do you visit Quick Serve Restaurants?

The Reasons Why

According to research, 48% of consumers believe the quality of QSR options has improved in the last 5 years. Starcount data reveals a visit motivation which echoes this finding.  Perhaps surprisingly, there a number of ‘foodies’ who enjoy QSR’s take on experimenting with new flavours and tastes. They consider themselves ‘self-made food critics’ and want to be the first to have tried new product offerings which they can tell their friends about. Their cravings are satiated in restaurants such as Patty&Bun, Five Guys and Domino’s, which all also provide the ability to personalise your food. This group engages with food critics on social media and hunts for new food to try in magazines and websites such as Food Monthly, BBC Good Food, London Eating and Time Out Food and Drink.

Families are quite the opposite. This group tends to rely on the more standard fast food restaurants including McDonald’s, KFC and Burger King. Drive-thrus are also a contributing factor in this choice, with women 2x more likely to use a drive-thru than men. Busy mums choose restaurants with relatively simple and static menus, removing decisions and any potential unenjoyment from their children. Their emotional needs are met with the reassurance that their favourite items are delivered in a hassle-free environment. 

Socialisers also prefer this hassle-free environment. This group fills their free time with meeting friends to either watch live music, go to the theatre or have a night out. For socialisers, QSR outlets are the perfect accompaniment to their evenings, offering a place they know will be open late and cater to a wide group of people with varying menu preferences. These individuals value social interaction and are heavily populated in London, with an average income £50k-£75k, meaning price isn’t their main driver in choosing this type of cuisine. 

Whilst price is a rational decision for selecting a QSR, households with incomes of 100K and higher consume fast food/QSR options more frequently (DriveResearch, 2023). For this wealthier audience, outlets such as Pret and Leon are selected based on their healthier options which are needed due to the frequency of purchase. These individuals are likely to be heavy travellers, usually due to their line of work. Starcount data supports this by revealing a high affinity between these individuals and brands such as Gatwick Express, Southern Trains UK, TFL and Virgin Atlantic. They also are more likely to choose brands such as Waitrose, M&S, Innocent drinks, Harrods and Harvey Nichols. 

The world of fast food has changed drastically over the last 10 years with the emergence of delivery services such as Deliveroo, Uber Eats and Just Eat alongside direct restaurant delivery. These stay at home audiences differ significantly.

Those who buy their fast food via these services skew younger with an age range of 18-25 and skew slightly towards being male-dominated.

Men are 2X more likely than women to get at-home delivery – (DriveResearch, 2023)

These consumers have a heavy interest in gaming and sports, their emotional needs being met by fast food delivery so they can stay at home, and watch their favourite fixtures. With a younger skew, these individuals also have less disposable income and can benefit from exclusive online deals and menu items when ordering online. It’s no surprise that these individuals have a high affinity with many online brands such as PlayStation, Xbox and Sidemen Clothing.

Do these reasons ring true for you or are there other reasons you spend at QSRs? 

In Conclusion:

QSR brands often lean into rational decision-making in their advertisements, using price and factual information to tempt customers to make a visit and choose their brand. However, from our findings, it is clear that rational decisions are only part of the story. Emotional reasons are just as, if not more important as WHY a customer would buy fast food. If you want your brand to connect better to your customers, it’s vital to unpick what these reasons are and show them you understand them better than your competitors. 

The Data:

Starcount has shown that knowing who your customers are, is the key to brand growth. As our data sets span across demographics, social media interests and open banking, we are able to identify who is spending at a QSR and why. This subsequently closes the gap between WHAT people buy and WHY they buy, allowing you to build an emotional connection with your customers.

How can you use this data:

Starcount data is available to use across your campaign journey. From insights, planning and omnichannel activation we are able to support you in the best ways to reach your QSR audience. In today’s advertising world, there is no one-size-fits-all approach but the best place to start is by finding the right partner who can help you meet your brand’s unique set of needs and deliver the right message to your audiences.

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