Data: McDonald’s Multi-Generational Appeal and More QSR Insights

The quick-service restaurant (QSR) industry is a cornerstone of American dining, with millions relying on fast food each week for convenience and affordability. New research from MX8 Labs highlights how brand awareness and visitation trends are shaping the competitive landscape. Unsurprisingly, McDonald’s has a commanding lead when it comes to awareness and recent visitation, but digging deeper reveals some other interesting trends for other QSR brands. 

• 67% of survey respondents report visiting a McDonald’s recently, with that share jumping to 77% among those ages 18-24, and 73% among people 55-64 years old. 
• While Five Guys ranks second for awareness (81%), it was much lower for recent visitation (18%), perhaps in part due to its higher price point than other fast food/fast casual restaurants and varying regional availability. Chipotle, Panera Bread and Jersey Mike’s also follow this trend.
• Burger King wins over Taco Bell for awareness (79% vs. 72%), but Taco Bell leads for recent visitation (48% vs. 45%, respectively). 
• Pizza Hut has slightly higher awareness than Domino’s, but the former wins for recent visitation, 36% vs. 29%.

For more insights, download the full QSR report from MX8 Labs here.