Fast Food – The New Demographics

At the intersection of consumer concerns about finances and the need to eat, some restaurants — especially fast food outlets — saw more traffic in 2008.

It has long been known that young adults (18–24 year olds) are some of the biggest users of fast food outlets, but in 2008, their use rate dropped slightly. Meanwhile, consumers between the ages of 25 and 34 increased their visit rates to these establishments. Other demographics groups that skew higher than average for fast food consumption include men, African-​Americans and families with children or teens.

The Media Audit notes that the following percentages of consumers visit the following restaurants about once a month:

  • Little Caesar's 0.7%
  • Subway 8.2%
  • Taco Bell 13.4%
  • Sonic 3.2%
  • McDonald's 40.6%
  • Burger King 17.3%
  • Wendy's 17.1%

As the recession continues, more consumers may frequent lower-​cost restaurants. Are there quick serve restaurants in your market that could improve sales with a new marketing campaign designed by your agency?

[Source: The Media Audit, April 2008] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.