Over the past few years many traditional quick-service restaurant chains have introduced "premium" menu items in addition to traditional fare to boost check average, create news and to compete with fast-casual and casual dining restaurant chains. These premium items typically have higher quality ingredients, are sometimes larger and are usually priced higher than traditional items.
Sandelman's Fast-Food "Premium" Menu Items 2007 report provides the trend analysis and insights you need to understand what's happening in the world of "premium" items at fast-food restaurants.
QSRs now are competing with both casual dining and fast-casual chains for customers. Fast-casual chains, such as Panera Bread, Baja Fresh and Chipotle, have redefined excellence in the fast-food industry by offering high quality, good tasting food that is perceived to be fresher and healthier than traditional fast-food items. McDonald's, Jack in the Box, Subway and many other chains have added premium items to their menus in order to better compete with the fast-casual segment.
In April-June 2007, Sandelman & Associates conducted telephone interviews with a nationally representative sample of 600 respondents who purchase food from fast-food and pizza restaurants at least once a month. In addition to basic awareness, usage and attribute measures, respondents were asked a series of special questions related to their purchase of "premium" menu items at fast-food restaurants. The same questions were asked in July-September 2004.
With data analyzed by demographics and usage levels, the study examines premium item trial and past-3-month purchase frequency, approximate amount spent on premium menu items, and how chain visitation and frequency might be affected by the addition of premium items.
The report includes a PowerPoint presentation of the findings with a bullet point summary of each key measure. It also includes Excel tables that detail all key data for each measure broken out by heaviness of QSR usage, chain types patronized in past month, gender and age. Slides and tables both compare 2007 with 2004 results.
This report can either be downloaded as PowerPoint & Excel files, or can be shipped in a spiral bound format.
Price: $500
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