Survey: McDonald's, Dunkin' among most-popular QSR chains
The two quick-serve chains that recently announced $6 breakfast deals are both very popular with Americans.
Nearly nine-in-10 (87%) U.S. households visited McDonald’s at least once in the last 12 months (ending June 30, 2024), with 86% of those consumers visiting two or more times, according to new date from Numerator. In the last 12 months, McDonald’s guests spent an average of $461 and visited 54 times.
Meanwhile, more than half (56%) of U.S. households visited Dunkin’ at least once in the last 12 months, with 63% of those consumers visiting two or more times. In the last 12 months, Dunkin’ guests spent an average of $174 and visited 21 times.
Compared to Dunkin’ guests, McDonald’s guests are 19% more likely to be low income (under $40,000), 15% more likely to live in rural areas and 6% more likely to be retired. They are twice as likely to live in the West South Central, Pacific and West North Central regions of the U.S., and 1.5x as likely to live in the Mountain and East South Central regions.
Compared to McDonald’s guests, Dunkin’ guests are 19% more likely to have a graduate degree, 14% more likely to be high income and 13% more likely to live in urban areas. They are 2.5x more likely to live in New England and twice as likely to live in the Mid-Atlantic.
[READ MORE: McDonald’s to sell fresh doughnuts — from Krispy Kreme]
In the first three weeks of McDonald’s initial Meal Deals (June 25–July 14), 70% of surveyed verified buyers said the Meal Deal was involved in their choice to visit McDonald’s, with 58% saying the deal made them choose McDonald’s instead of a different restaurant. Nearly all (91%) Meal Deal buyers said they were likely to repurchase, and 59% said they will visit McDonald’s more frequently if the restaurant keeps the Meal Deal on the menu.
