While Burger King reported sales up last month the sector over all continues to sputter. Quick Service Restaurants sales and customers counts in the United States will soon resemble those in Asia if legacy Quick Service Restaurants (QSR) don’t refocus from price and packaged meal deals to Ready-2-Eat and Heat-N-Eat fresh prepared meal components according to Foodservice Solutions® Grocerant Guru™.
Here is but one example from The Yomiuri Shimbun “The sales volume and customer base of McDonald’s Co. (Japan) keep declining despite the introduction of a new president, as the chain loses ground to convenience stores that have been strengthening their sales of coffee and fast food….
McDonalds is the QSR global leader with a high brand value and even higher marketing budget. However all QSR’s need to rethink meal deals and begin thinking Meal Components.
This is not a battle of lost customers due to additional QSR market share competition this is a battle for share of stomach. This battle has been brewing for a long time and now the undercurrents of success are taking root and major convenience stores in Japan are winning.
Success does leave clues and bundling fresh prepared food meal components is one clue that has been the overwhelming success within the convenience store sector. The consumer continues to be time starved, wanting fresh food fast yet desiring bundled meal solutions. The Ready-2-Eat and Heat-N-Eat fresh food grocerant niche is evolving with consumers. QSR’s must evolve with them as well.