Subway’s massive marketing investments in establishing a health-oriented positioning are paying off. The chain has captured a 76% share of lunch and dinner fast-food orders purchased for “health” reasons, according to new research on Americans’ QSR habits. In comparison, McDonald’s has an 11% share of health-driven orders, Wendy’s a 10% share, and Burger King a 3% share.
These are among the findings from an independent “QSRdna” benchmarking study by CustomersDNA, a marketing research and consulting agency specializing in the food/beverage categories. The research was conducted among a representative sample of the U.S. population (15,000 consumers age six and above).