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

fast food restaurantsI can’t remember the last time I had a burger from 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

fast food restaurantsThis is a fascinating breakdown. As I see it, the strongest brands in the category are rising to the top like tiny bubbles in water, while those avoiding change are hurting.

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.

See more posts in the following related categories: Burger King fast food fast food restaurants Hamburger chains McDonald's wendys

1 Comment

  1. Mike Oz

    The big chains, though, have a permission problem. They might have healthier fare (even Burger King does) but many may not give them permission to be preferred.

    It’s a tough climb, but I think there are other ways to be preferred. You can’t out-menu your way out of the problem.


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