Fast Food Restaurants
Tom Dougherty, CEO – Stealing Share
5 August 2014
The big fast food restaurants are in for a rocky future
Fast food restaurants
It’s not that I don’t like burgers. I love them. It’s just that I’d rather not put garbage into my body.
Not surprisingly, more and more people in America are sharing these sentiments.
Earlier this week, the financial analysts over at Janney Capital Markets predicted that by 2020 the likes of Burger King and Wendy’s will fall from their coveted top-five position of fast food chains. (Currently, these two hold the fourth and fifth spots, while McDonalds sits on top.)
“I believe that many folks are just like me in that they would rather a healthier alternative to the number five combo from BK.”
Take a look at Janney’s analysis of fast food restaurants
I believe that many folks are just like me in that they would rather a healthier alternative to the number five combo from BK. It’s part of the reason why McDonalds remains successful.
Its new healthy options, plus general top of mind awareness, keep them, predictably, at the top. Yet, more and more people are also seeking the Panera and Subway’s of the world over the fast food grease.
I know I am, as I generally believe these options are infinitely better for my body.
Now, I am not suggesting that the fast food restaurants go whole hog to the healthy route. In fact, our own research has shown that the healthier fare is an attraction that brings customers to the restaurant. But they still end up buying the fattier choices.
After all this, I’m reminded when we reached out to Burger King once. At the time, our introductory letter was returned to us, unopened, and flagged for solicitation. What a shame too, as our expert advice had the potential to prepare them to fight. Instead, it is falling meekly by the wayside, watching the other chains it pass by.
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