Survey: McDonald’s leads other QSR chains in weekly visits
Younger and high-income consumers are driving increased visits to quick-serve restaurant chains as they hunt for value and indulgence.
Eighty percent of consumers eat fast food at least once a month, with over 40% doing so four or more times monthly, according to a new survey from consumer insights platform Zappi. Nearly a quarter (23%) of U.S. consumers describe fast food as a "treat" or a "reward," while another 20% see it as a "guilty pleasure.”
When asked which national QSR brand consumers most visit, 33% note that they visit McDonald's at least once per week. Chick-fil-A and Burger King are the next most frequently visited, with 20% of consumers saying they visit once per week.
Frequent visits to fast food chains are driven by younger generations, with 45% of consumers under 45 eating fast food more than four times per month. By contrast, just 19% of adults 56 and older report the same frequency.
High-income consumers are also driving the increase in fast food visits. Nearly three-in-10 (29%) of those earning $100K–$149K and 28% of those earning over $150K say they are eating fast food more often than a year ago. Meanwhile, 40% of those earning less than $50K say they are eating it less often, which is a higher rate than any other group.
Nearly half (48%) of those surveyed $5–$8 is the “sweet spot” for a fast food meal. Another 21% are only willing to spend under $5, especially among lower-income consumers. One-third (33%) of people earning under $50K say a fast food meal should cost less than $5 to feel like a good deal.
Almost a third (30%) of consumers say they would opt for a fast-casual meal over fast food if prices were similar. Another 35% say “it depends on the occasion,” which Zappi says is a reminder that price parity raises expectations for experience and quality.
"Fast food is no longer just a quick, cheap bite — it's increasingly seen as a micro-indulgence,"said Nataly Kelly, chief marketing officer at Zappi. "Consumers are looking for unique twists on familiar favorites that feel worth the spend. The QSR brands that win will be the ones that balance value with menu innovation — offering products that feel satisfying, distinctive and priced right for today's consumer mindset."
[READ MORE: Square: Sales up, labor costs down at QSR, fast-casual chains]
Additional insights from Zappi’s fast food survey include the following:
- Thirty percent of consumers say they’re excited to try premium items like wagyu burgers or truffle fries from QSRs. Another 35% admit they’re “curious but skeptical,” and 23% say they think these offerings are overpriced or gimmicky.
- Younger consumers are significantly more likely to order fast food through apps. While 69% of consumers aged 56–75 say they never use delivery services like DoorDash or Uber Eats, only 18% of 18–25-year-olds say the same. Nearly half of consumers under the age of 35 order fast food for delivery at least occasionally each month.
- Frequent delivery users are driving adoption of buy now, pay later services for fast food. Just 5% of all consumers say they order fast food for delivery multiple times per week — but among them, 60% have used a buy now, pay later service like Klarna or Afterpay to pay for it.
Zappi surveyed 3,000 representative U.S. consumers for its fast food report.
