QSR Data: Word-Of-Mouth Top Driver In New Restaurant Trials

Consumer research from MX8 Labs highlights the factors shaping how diners choose — and return to — quick-service restaurants. The study shows that personal recommendations, promotions and social media all play a role in trial, while customer service and food quality remain crucial for repeat visits. The findings also shed light on consumer attitudes toward tipping, an increasingly sensitive issue in counter-service settings.

• When it comes to what makes a diner try a new restaurant, positive word-of-mouth from someone they know leads, cited by 20% of respondents. Promotions and deals follow closely at 18%, underscoring the role of value.
• 45% of consumers say they've tried a new restaurant or ordered a menu item because it went viral on social media, with 35% reporting that it did indeed live up to the hype.
• As for encouraging repeat visits, friend and fast service are equally important to 55% of consumers. 
• Food quality was mentioned by 47% as the biggest factor in returning, while pricing/value was cited by 16% — while top deal-breakers include unclean environments, rude staff and poor food quality.

For more insights, including a look at consumer sentiment around AI and automation in QSRs, download the full report from MX8 Labs here.