What is in this article?:
- McDonaldâs, Subway rank as most-visited QSR chains
- Demographics' effect on traffic
Placed Insights’ “Dining Out in America: The Quick Service Restaurant Landscape” report is based on more than 70,000 consumer interviews.
Quick-service chains with the most locations ranked among the most-visited brands in a new study from Seattle-based Placed Insights, but the report also revealed new marketing opportunities for some of them based on demographic information.
Based on more than 70,000 consumer interviews during April 2013, Placed Insights’ “Dining Out in America: The Quick Service Restaurant Landscape” report found that McDonald’s and Subway led all quick-service restaurant companies in consumer visits. Nearly 51 percent of consumers surveyed said they had visited McDonald’s recently and 39.7 percent of them said they had visited Subway.
Starbucks Coffee was the next most-visited quick-service chain, with 25 percent of respondents stopping in recently, according to Placed Insights. The coffee giant finished just ahead of Burger King and Wendy’s, which had 24.7 percent and 23.8 percent of consumer visits, respectively. Taco Bell, Dunkin’ Donuts, Pizza Hut, Sonic and Arby’s rounded out Nos. 6 through 10.
The report is the first installment of a two-part series on quick service; the second half of the report will be published in June.
Coffee is king on the coasts
Several regional differences arose in Placed Insights’ April report, though the one consistent finding was that McDonald’s was the most-visited restaurant brand in every region, including the Northeast, Midwest, South and West.
Though it has nearly 10,000 more U.S. locations than McDonald’s, Subway finished second in traffic and was the No. 2 most-visited brand in the Midwest and South. The sandwich chain finished No. 3 in the West and Northeast.
Coffee chains leveraged their “home field advantage” in the West and Northeast, Placed Insights wrote, as Seattle-based Starbucks was the second most-visited brand in the West, and Canton, Mass.-based Dunkin’ Donuts took the No. 2 spot in the Northeast.
Burger King, Wendy’s and Taco Bell were the only other chains to rank in the 10 most-visited brands in each region. The South was the only area where Wendy’s outranked Burger King.
The Midwest was the only region with two Mexican food chains, as Taco Bell placed No. 5 and Chipotle Mexican Grill placed No. 10 in the area. The Midwest was also the only place where Minneapolis-based Dairy Queen cracked the 10 most-visited restaurants list, placing No. 7.
Similarly, several other brands achieved the outsize traffic in their core markets to rank among the top 10 most-visited chains in certain regions, such as Panera Bread in the Northeast; Sonic and Chick-fil-A in the South; and Jack in the Box, Panda Express, Carl’s Jr. and Jamba Juice in the West.