Consumers Losing Their Taste for Fast Food

Millennials’ health-conscious habits may be leading the decline in fast food sales.

September 12, 2014

NEW YORK – According to a report in Marketing Daily, overall sales at the big QSR chains grew just 1.1% last year, versus 4% in 2012 (citing Euromonitor International data as reported by Bloomberg Businessweek).

In fact, many say that QSRs are reaching a saturation point, even as their rival fast-casual chains are proliferating. According to Marketing Daily, the most-often-cited factor for the QSRs' sales trends is the growing number of consumers — Millennials in particular — looking for healthier, fresher and (at least to their minds) tastier fare at the increasingly available fast-casual chains, like Panera, Chipotle and Five Guys.

But Millennials aren’t the only age group reporting less satisfaction with many of the major QSRs. Marketing Daily cites a July, Consumer Reports article in which McDonald's' burgers were rated the worst-tasting in a survey conducted among 32,000 of the magazine's subscribers. And newly released survey data from customer loyalty and engagement consultancy Brand Keys shows Millennials, Baby Boomers and Gen Xers all reporting that they have been decreasing their visits to QSRs and increasing their visits to fast casuals.

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