Next Gen QSR
Gen Z’s Evolving Approach to QSR
Reach3 Insights recently leveraged our Gen Z On Demand solution to explore attitudes and behaviours around quick-service restaurants (QSRs) in Canada, with a spotlight on Gen Z. In this second installment, we dive into Gen Z usage and attitudes towards QSRs, both generally and at a brand level.
Gen Z are visiting QSRs less often than a year ago, largely due to inflation and rising prices.
Past Year QSR Vistation Change 🍟
- More 25%
- No Change 37%
- Less 39%
Past Year QSR Spend Change 💸
- More 36%
- No Change 24%
- Less 40%
%
think QSR prices are HIGHER vs. a year ago.
Reasons for Changes in QSR Behaviours
⬇️ DECREASE in visits / spend are driven by…
Budgetary Concerns
Eating Healthier/Local
Eating More At Home
“It’s more expensive now, so I go less.”
16, F, West
“It’s expensive and for the price it costs me, I’d rather go spend it on a fast casual dining experience or something more healthy.”
21, M, West
“Cooking more at home, trying not to support American brands.”
21, NB, West
⬆️ INCREASE in visits / spend are driven by…
Rising Costs
Delivery Services
“I spend more because their prices go up while their quality goes down.”
20, NB, Ontario
“Spending more on delivery services for the convenience and deals.”
20, F, Ontario
Gen Z look to QSRs to deliver on convenience, quality, health, and innovative ordering.
Top Important Factors When Choosing a QSR
According to Gen Z
- Convenient location 📍 67%
- Quality food 👌 64%
- Availability of value menus / meal deals 💰 51%
- Speedy Service 💨 49%
- Consistent quality across locations ✅ 48%
- Available coupons 🏷️ 45%
31%
say “quality food” is the #1 MOST IMPORTANT factor
Top 5 QSR Features and Services Gen Z Are Interested In
Self-Ordering
Kiosks
62%
Mobile
Ordering
56%
Healthy
Offerings
53%
LTO
Food/Drinks
43%
Digital Menu Boards
37%
Let’s get a taste of what Gen Z are saying about the QSR of the future
24, M Ontario
Click the image above to play video ▶️
A&W is the most loved QSR among Gen Zs in Canada, scoring particularly well on quality.
% Purchased From in Past 3 Months
68%
57%
37%
36%
31%
Gen Z’s QSR Brands Most Loved
% selected “love”
- A&W 22%
- Tim Hortons 14%
- Wendy’s 12%
- Dairy Queen 10%
- McDonald’s 9%
- Starbucks 9%
- Subway 9%
- Domino’s Pizza 7%
- Taco Bell 5%
- Pizza Pizza 4%
A&W scores strongest for QSR perceptions among Gen Z, including offering high quality products (50%), trust (38%), and likelihood to recommend (32%)
💡Get in touch to learn more specifically about how Gen Z view your brand.
Bringing it all together…
The Fine Print
At Reach3 Insights, we recently embarked on an initiative exploring the Future of QSR. We used our Gen Z On Demand solution + conversational, mobile messaging-based approach to engage n=1,027 Canadians, including n=509 Gen Z, about their thoughts, feelings, and behaviours around quick-service restaurants. In this snapshot, we explore consumer attitudes about the incorporation of AI/technology in QSR.
Our methodology allowed us to capture authentic feedback from a diverse group of shoppers, leveraging the natural capabilities of mobile to capture quant and qual data, including video, in one research touchpoint. We leveraged our AI-probing capabilities to ensure collection of rich, detailed open-ended responses, and our AI summarizer to identify key themes.
Look out for our future Future of QSR reports!
Curious to know more?
Let’s continue the conversation
Dara St. Louis 📧 dara.stlouis@reach3insights.com
Christine Nguyen 📧 christine.nguyen@reach3insights.com
www.reach3insights.com
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3