GfK MRI White Paper Provides ‘Secret Sauce’ of Marketing To Frequent Patrons of Quick-Serve Restaurants

Consumer Behavioral Insights Key to Crafting Menus, Strategies and More

GfK MRI White Paper Provides 'Secret Sauce' of Marketing To Frequent Patrons of Quick-Serve RestaurantsNew York, N.Y.  (  Consumer research provider GfK MRI has issued a white paper detailing the attitudes and behaviors of frequent Quick Serve Restaurant patrons, providing marketers with insights for developing everything from menu offerings to communications strategies.

The free white paper, entitled “The Secret Sauce of Marketing to Frequent QSR Patrons”, provides detailed analyses on frequent patrons of five restaurant types: Burger, Chicken, Sandwich, Mexican and Pizza. It highlights customer attitudes and behaviors about dining, health, nutrition, corporate transparency and environmental responsibility—in addition to how these consumers use mobile devices.  

GfK MRI has more than 30 years of consumer data derived from its Survey of the American Consumer. Issued twice a year, the Survey reflects the views of 26,000 U.S. adults and is projectable across the entire U.S. adult population.

Among other findings, the white paper shows how frequent QSR patrons are on the lookout for ways to live healthier, but like many Americans habitually make unhealthy choices. Some of them, on a conceptual level, care about supporting companies that are environmentally responsible, but won’t give up convenience to be “green” themselves.

GfK MRI used the Sandelman Research Chain Type Usage categorization of QSR brands for its analysis.

“The fact that McDonald’s recently pledged $2 million to aid disaster relief efforts in Japan is not surprising when GfK MRI data show 34% of the chain’s customers expect the brands they buy to support social causes,” said Anne Marie Kelly, SVP, Marketing & Strategic Planning, at GfK MRI. “Meanwhile, frequent patrons of Mexican chains are 80% more likely than are U.S. adults to go to the movies two or three times a month. Thus promotional tie-ins with the motion picture business would appear to be a logical consideration.”

The white paper is available as a free download on the GfK MRI corporate website.

Sample Data Chart

Dining, Food & Nutrition Attitudes of Frequent QSR Patrons Compared to All U.S. Adults

Dining, Food, Nutrition Sample Data Chart

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers—who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country’s leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers’ behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of  innovative GfK MRI research products that answer the market’s need for granular, cross-media and consumer-focused information. 

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

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Anne Marie Kelly
SVP, Marketing and Strategic Planning, GfK MRI

Steve Ellwanger, Press Counsel Group