Buc-ee’s has recently topped the charts as the leading quick-service restaurant (QSR) in the U.S., according to a study by dunnhumby, a customer data science firm. Their Retailer Preference Index (RPI) for QSRs evaluates brands based on how well they meet customer needs. This survey covers about $250 billion of the U.S. QSR market and includes a variety of foodservice retailers, from traditional fast-food chains to convenience stores.
In addition to Buc-ee’s, the top five QSRs include Kwik Trip, In-N-Out Burger, Raising Cane’s, and Chick-fil-A. This highlights a shift in consumer preferences—many now view convenience stores as viable options for quick meals. Matt O’Grady, president of dunnhumby’s Americas division, notes that brands must adapt to these changes to thrive.
Here’s a snapshot of the report’s key findings:
Top Performers Shine: Restaurants in the top quartile have experienced a 5.9% increase in foot traffic annually over the past five years. In contrast, those in the bottom quartile saw an increase of only 0.2%. This shows that successful brands attract more customers consistently.
Pillars of Success: The most successful QSRs excel in six important areas: product quality, visibility, convenience, affordability, product variety, and a seamless customer experience. Brands that perform well in multiple areas often rank higher.
Visibility Matters: Buc-ee’s and Starbucks are leaders in visibility, thanks to strong social media presence and high-quality products. This visibility translates to high customer loyalty.
Breakfast Wars: Dunkin’ leads in breakfast, with 76% of its customers visiting primarily for that meal. This dominance puts it ahead of competitors like Starbucks in the breakfast category.
Challenges for Pizza Chains: Though pizza restaurants often score well on affordability, they tend to struggle with product quality and overall customer experience.
The RPI uses both emotional connections and foot traffic data, gathered from over 10,500 consumers, to measure how customers perceive these QSRs.
Understanding these trends can guide restaurants as they develop strategies to win over customers. What do you think about this shift? Are convenience stores your go-to for meals?
For more insights on the QSR market, you can refer to the full report from dunnhumby here.
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