The Bottom Line on the Fast Food Industry: Back on Track, but Not Booming

Press Release
Sep 5, 2013
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Rockville (MD), September 4, 2013 -- Quick-service and snack and beverage restaurant sales are back on track for moderate growth, according to Foodservice Landscape in the U.S.: Chain Limited-Service Restaurants, a new report from market research firm Packaged Facts.

Packaged Facts estimates that limited-service restaurant sales will reach $188.1 billion in 2013, up 4.9% over 2012, while sales at snack and beverage establishments will rise 4.6% to $29.1 billion. Incremental improvement in macroeconomic drivers, a brighter consumer outlook, modest improvements in same-store sales, store re-imaging programs, and aggressive menu innovation and limited time offer (LTO) experimentation are all playing a positive role in the industry.

Among consumers, nonetheless, price remains top of mind. According to Packaged Facts survey data, 68% of limited-service restaurant users say low price influences their decision to go to a fast food restaurant, and 24% cite it as "most important."

This continued price sensitivity reflects the fact that macroeconomic improvements have not lifted all demographic boats, and some key fast food guest demographics--including households earning under $50,000 annually, African Americans, and 18- to 24-years olds--have not benefited proportionately.

Quick-service restaurant operators, which also face highly competitive prepared foods offerings in grocery stores, will thus continue to have limited pricing power and to face guest traffic challenges into 2014.

"In an environment where stealing share is key to growth," according to David Sprinkle, the research director for Packaged Facts, "menu innovation and keeping up with broader nutritional trends remain essential."

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About Packaged Facts -- Packaged Facts, a division of, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services. To learn more, visit: Follow us on Facebook, LinkedIn and Twitter.

David Sprinkle, publisher


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