QSR Insights: Arby’s Really Resonates With Seniors
A study by MX8 Labs reveals regional and demographic differences for QSR awareness.
The quick-service restaurant (QSR) industry continues to be shaped by both nationwide leaders and strong regional favorites, according to a recent study conducted by MX8 Labs. Nationwide, awareness is led by burger giants McDonald’s, Five Guys and Burger King (more on that here), but deeper insights reveal how awareness patterns for other QSR chains differ widely across regions and demographic groups, highlighting opportunities for brands to strengthen their positioning and expand their reach.
Regional variations in awareness include:
- Southern favorites include Smoothie King (57%), Zaxby’s (53%), Whataburger (52%) and Tropical Smoothie Café (52%).
- In the West, In-N-Out (72%) and El Pollo Loco (53%) show strong brand awareness.
- Dunkin’ shines in the Northeast with 75% awareness, far surpassing its reach in the West (54%) and South (62%).
- Midwest consumers report higher awareness of Jimmy John’s (69%), Little Caesars (69%), and Dairy Queen (72%).
Two demographics also stood out as resonating with specific QSR brands:
- People 65+ years old show higher brand awareness across multiple chains, including an 18-point lift for Arby’s (81% vs. 63% overall).
- Among Black consumers, Zaxby’s awareness stands at 51%, compared to 35% in the general population, reflecting strong resonance with this group.
For more QSR insights, download the full report from MX8 Labs here.
