Desire for indulgence declines in QSR diners

How strong is your sweet tooth? Recent research apparently shows that interest in tasty treats at quick service restaurants is on the decline. Customers are showing less and less interest in dessert indulgences, what does this mean for QSR's? Winter typically is the time of year when restaurants introduce new desserts, as well as, counting on a rise in dessert sales in general. This trend may shift some of the sales emphasis this coming holiday season. In an article by Nation's Restaurant News this topic is discussed in more detail. Click here to read the entire article.

Desire for indulgence declines in QSR diners
By Lisa Jennings

Just as the season for pumpkin-pie shakes and gingerbread cookie ice cream is about to begin, new research indicates that interest in indulgent treats among quick-service customers is waning.

But that doesn’t mean restaurants should stop offering indulgent treats, said a report issued this week by Sandelman & Associates, a market-share research firm that specializes in the quick-service segment. Rather, restaurant chains need to understand the varying factors that motivate quick-service consumers.

For years, quick-service chains have sought to differentiate themselves by adding indulgent and craveable items to the menu, particularly around the fall and winter holiday seasons. Just this week, for example, Jack in the Box brought back its perennial pumpkin pie and eggnog shakes and Burger King rolled out gingerbread sundaes and shakes.

Since 2008, however, consumers have placed less importance on indulgent items. Five years ago, about 53 percent of consumers said indulgence was extremely or very important in choosing a quick-service restaurant, but that number has shrunk to 46 percent in the first half of 2012, according to Sandelman surveys.

Click here to read the entire article.