Cleary for the past 50 years America’s Quick Service Restaurants (QSR) have set the preeminent example on how to grow a retail restaurant brand. Companies the ilk of McDonald’s, KFC (Kentucky Fried Chicken), Domino’s Pizza each have had enormous success within the QSR sector and the world.
Despite increased competition from imitators it has been the new non-traditional fresh food outlets selling fresh prepared branded food that has garnered the attention of customers particularly Millennials that seemly stumped, stifled, stilled customer count growth within the QSR and restaurant sector for some time.
Don’t count those legacy QSR leaders out. Industry icon and global restaurant leader McDonald’s is expanding its burger customization testing. The customization of burgers is an incremental step for McDonalds. They previously found success in with customization within the beverage sector with McCafe’ they will find additional success with the burger test as well.
Convenience stores and grocery store delis are capturing a larger share of fast-casual dining occasions and many QSR dining occasions. Companies the ilk of Sheetz, Rutter’s QuickChek, Wegmans, HEB, and Whole Foods have found a way to imitate restaurants in menu options, better them in price, and provide equal food quality in the minds-eye of the consumer. Yet, they have not been able to replace the halo of goodwill established by legacy QSR’s brands in the minds-eye of the consumer.
McDonald’s understands that the consumer is dynamic not static. McDonald’s is dynamic as well. The burger customization program will be a success, an incremental success. Watch for more and more innovation in the form of Ready-2-Eat and Heat-N-Eat fresh prepared food options from McDonald’s complementing the evolving consumer. With 14,000 locations McDonalds can never be counted out.
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