米国におけるクイックサービス・レストランの市場

Abstract

While the economy has weighed generally on foodservice sales, the quick service restaurant category has been a bright spot, with sales driven by daypart expansion as well as its unique value/convenience proposition.

Some specific issues and questions addressed in the report include:

• Is menu innovation keeping pace with consumer needs and expectations?
• How can players hone their value message during a challenging economy?
• Who is out in front in adapting organic, fresh, and natural offerings?
• How do QSRs stack up against fast causal, coffeehouse, and smoothie operators?
• How can players continue to harness the benefits of chicken?
• Which leading chain carries momentum in terms of unit growth or sales per unit?
• How can mobile couponing and ordering tweak interest and efficiency?

Table of Contents

• Scope and Themes
• What you need to know
• Definition
  • Figure 1: QSR companies comprising market size, by segment, 2008
• Data sources
• Sales data
• Consumer survey data
• Menu Insights
• Abbreviations and terms
• Abbreviations
• Executive Summary
• QSRs holding on despite (and because of) the U.S. economy...
• ...but are heading abroad
• Keeping the commodity evils at bay
• The mighty value meal
• Waking up to breakfast
• Location is essential
• Health and quality are undeniable
• Competition lurks
• Five "food" segments, increasingly blurring
• Innovation is apparent
• Advertising a core component of the battle
• Hispanics and kids key demographics
• Market Size and Forecast
• Key points
  • Figure 5: Total U.S. QSR sales and forecast, at current prices, 2005-10
  • Figure 6: Total U.S. QSR sales and forecast, at constant prices, 2005-10
• Competitive Context
• Key points
• Fast casual
• Smoothies
• The cloud within the silver lining
• Coffeehouses and donut shops
• Segment Performance
• Key points
  • Figure 7: U.S. sales of leading QSR chains, by "food" segment, 2005 and 2007
• Segment Performance--Burger Restaurants
• Key points
• More chicken, more real, more snacks, more breakfast
  • Figure 8: U.S. sales of leading "burger" QSR chains, 2005 and 2007
  • Figure 9: Franchise and company units of leading QSR "burger" chains, 2005 and 2007
  • Figure 10: Sales per unit at leading QSR "burger" chains, 2005 and 2007
• Segment Performance--Chicken Restaurants
• Key points
  • Figure 11: U.S. sales of leading "chicken" QSR chains, 2005 and 2007
• Segment Performance--Sandwich Restaurants
• Key points
  • Figure 12: U.S. sales of leading "sandwich" QSR chains, 2005 and 2007
• Segment Performance--Mexican Restaurants
• Key points
  • Figure 13: U.S. sales of leading "Mexican" QSR chains, 2005 and 2007
• Segment Performance--Other Restaurants
  • Figure 14: U.S. sales of leading "other" QSR chains, 2005 and 2007
• Market Drivers
• Meals eaten out decline, but QSR continues to thrive
• A nation in the grip of economic woes
• The rising costs of food and gas
  • Figure 15: U.S. regular conventional retail gasoline prices, 2002-07
• Upside for QSR
• Value menus (and the warring double cheeseburger)
• Which came first, the chicken or the egg?
• The chicken fight
• The battle over breakfast
• A market with solid core demographics
• The Hispanic patron
  • Figure 16: Hispanic versus non-Hispanic restaurant segment choices, 2007
• Kids and fast food
• Leading Companies
• Key points
• Overview
  • Figure 17: Number of menu claims and items at leading QSR chains, 2008
• McDonald' s
  • Figure 18: McDonald' s menu items, Q4 2006-Q4 2007
• Burger King
  • Figure 19: Burger King Menu Items, Q4 2006-Q4 2007
• Wendy' s
  • Figure 20: Wendy' s menu items, Q4 2006-Q4 2007
• Jack in the Box
  • Figure 21: Jack in the Box menu items, Q4 2006-Q4 2007
• Taco Bell
  • Figure 22: Taco Bell menu items, Q4 2006-Q4 2007
• Chick-fil-A
  • Figure 23: Chick-fil-A menu items, Q4 2006-Q4 2007
• Subway
• Brand Qualities
• Key points
• A rose (or chicken) by any other name
• Names loved overseas
• Innovation and Innovators
• Key points
• Dual and co-branding
  • Figure 24: Number of convenience stores, 2001-06
• Fresh fast food
• Talking tech
• Mobile couponing and ordering
• Gaming
• Eco-friendly
• Advertising and Promotion
• Overview
• Free and discounted meals
• Aligning with pop culture
• Fighting the "fake food" image
• Television ads
• A&W
  • Figure 25: A&W television ad, 2007
• Burger King
  • Figure 26: Burger King television ad, 2007
• Chick-fil-A
  • Figure 27: Chick-fil-A television ad, 2007
• Culver' s
  • Figure 28: Culver' s television ad, 2007
• Dairy Queen
  • Figure 29: Dairy Queen television ad, 2007
• Jack in the Box
  • Figure 30: Jack in the Box television ad, 2007
• KFC
  • Figure 31: KFC television ad, 2007
• Long John Silver' s
  • Figure 32: Long John Silver' s television ad, 2007
• McDonald' s
  • Figure 33: McDonald' s television ad, 2007
  • Figure 34: McDonald' s television ad, 2007
• Popeyes
  • Figure 35: Popeyes television ad, 2007
• Sonic
  • Figure 36: Sonic television ad, 2007
• Taco Bell
  • Figure 37: Taco Bell television ad, 2007
• Wendy' s
  • Figure 38: Wendy' s television ad, 2007
• White Castle
  • Figure 39: White Castle television ad, 2007
• The QSR Consumer--Who Eats, How Often and Where
• QSR trended usage
  • Figure 40: Whether fast food/drive-in restaurants are visited, by age, 2003-07
• Frequency of purchase from a QSR in past week
  • Figure 41: Incidence and frequency of QSR dining in the past week, 2007 and 2008
  • Figure 42: Incidence and frequency of QSR dining in the past week, by age, March 2008
  • Figure 43: Incidence and frequency of QSR dining in the past week, by race/Hispanic origin, March 2008
  • Figure 44: Incidence and frequency of QSR dining in the past week, by presence of children in household, March 2008
• Favorite Fast Food Restaurant
  • Figure 45: Favorite fast food restaurant, by age, March 2008
  • Figure 46: Favorite fast food restaurant, by race/Hispanic origin, March 2008
  • Figure 47: Favorite fast food restaurant, by presence of children in household, March 2008
• Reasons for Selection
• Reasons for selecting a specific QSR chain
  • Figure 48: Reasons for selecting a specific QSR chain, by presence of children, March 2008
• Factors of importance when selecting a QSR
  • Figure 49: Selection criteria for which QSR to visit, 2007 and 2008
  • Figure 50: Reasons for selecting a QSR, by gender, March 2008
  • Figure 51: Reasons for selecting a QSR, by presence of children, March 2008
• Lifestyle Self-Assessments and QSR Visits
• General attitudes and opinions
  • Figure 52: General health and food-related attitudes and opinions, QSR visitors vs. non-visitors, January-September 2007
• Interest in Trying New Options
  • Figure 53: Interest in trying new options, 2007 and 2008
  • Figure 54: Interest in trying new QSR options, by gender, March 2008
  • Figure 55: Interest in trying new QSR options, by age, March 2008
• All-day breakfast options should engage interest
  • Figure 56: Tried and would use all-day breakfast options, by gender, age, race/ethnicity, household income, region and presence of children, March 2008
• Fruit smoothies a sought after option
  • Figure 57: Tried and would drink fruit smoothie, by gender, age, race/ethnicity, household income and presence of children, March 2008
• Ingredients or Food Options of Interest
  • Figure 58: Ingredients or food options of interest at fast food restaurants, by gender, March 2008
  • Figure 59: Ingredients or food options of interest at fast food restaurants, by race/Hispanic origin, March 2008
  • Figure 60: Ingredients or food options of interest at fast food restaurants, by household income, March 2008
• Kids and Fast Food
• Who eats, how often, where and why
  • Figure 61: Whether fast food/drive-in restaurants are visited, by age--children and teens, 2003-07
  • Figure 63: Named QSR visited--teens aged 12-17 and kids aged 6-11, May 2006-June 2007
  • Figure 64: Meals most eaten at QSRs--teens aged 12-17 and kids aged 6-11, May 2006-June 2007
  • Figure 65: Why a QSR is a favorite for kids aged 6-11, May 2006-June 2007
• Parental assessment of their kids and fast food
  • Figure 66: Parental assessment of their kids and fast food, by age, March 2008
• Figure 67: Parental assessment of their kids and fast food,by race/Hispanic origin, March 2008
  • Figure 68: Parental assessment of their kids and fast food, by household income, March 2008
• Appendix: Other Useful Consumer Tables
• Frequency of purchase from a QSR in past week
  • Figure 85: Incidence and frequency of QSR dining in the past week, by household income, March 2008
• Reasons for selection
  • Reasons for selecting a specific QSR chain
  • Figure 86: Reasons for selecting a specific QSR chain, by age, March 2008
  • Figure 87: Reasons for selecting a specific QSR chain, by race/Hispanic origin, March 2008
• Factors of importance when selecting a QSR
  • Figure 88: Reasons for selecting a QSR, by age, March 2008
  • Figure 89: Reasons for selecting a QSR, by race/Hispanic origin, March 2008
• Interest in trying new options
  • Figure 90: Interest in trying new options, by race/Hispanic origin, March 2008
  • Figure 91: Interest in trying new options, by presence of children, March 2008
• On-site Internet access
  • Figure 92: Tried and would use on-site Internet access again, by gender, age, race/ethnicity, household income and presence of children, March 2008
• Music and entertainment products like DVDs and CDs
  • Figure 93: Tried and would use music and entertainment products like DVDs and CDs, by gender, age, race/ethnicity, household income and presence of children, March 2008
• Burger made with Angus beef
  • Figure 94: Tried and would eat burger made with Angus beef, by gender, age, race/ethnicity, household income and presence of children, March 2008
• Gourmet coffee
  • Figure 95: Tried and would drink gourmet coffee, by gender, age, race/ethnicity, household income and presence of children, March 2008
• Ingredients or food options of interest
  • Figure 96: Ingredients or food options of interest at fast food restaurants, by age, March 2008
  • Figure 97: Ingredients or food options of interest at fast food restaurants, by region, March 2008
  • Figure 98: Ingredients or food options of interest at fast food restaurants, by presence of children, March 2008
• Kids and fast food
• Parental assessment of their kids and fast food
  • Figure 99: Parental assessment of their kids and fast food, by region, March 2008
• Appendix: Trade Associations