Insight: Foodie Adventures

Young consumers with an appetite for foodie adventures are driving the growth of the QSR sector. According to Mintel, 62% of Gen Z adults (aged 18-22) say they like to experiment with international cuisines they discover on social media platforms.

Gen Z is our most diverse generation yet. They have been exposed to international cuisines from a very young age and are keen to explore new cultures through flavours.

After a year of sameness, they now crave the excitement of the new. They are looking for adventure, and foodie experiences to feed their desire for discovery and experimentation.

As a result, QSR chains offering more than the usual burger and fried chicken have thrived amidst the chaos of the pandemic.

Opportunity: Use Products As Magnets

Lure customers with opportunities to get out of the ordinary. Encourage them to explore unexpected flavours and combinations to feed their desire for escapism and adventure. Give them something that they will want to share with their friends after.

Insight: From Zero To New Normal

Some types of QSRs, in particular coffee bars and bakeries, have always been over-reliant on people coming in and out of stores on their commute to work. These places were some of the hardest hit by lockdowns. In fact, coffee bars and bakeries reported losses nearly 2x as big as the wider QSR industry. 

Although community mobility is recovering, it may never go back to what it once was. So, as we go from zero mobility to the new normal, restaurants are re-thinking their communications to become the destination, instead of the stopover.

Opportunity: Comms That Create Curiosity 

Be bold and tap into new occasions or flip the context of your communications to create positive disruption that will drive footfall to your restaurants.

Insight: In Store, At Home And Everywhere In-Between

Lockdown forced people to rediscover the outdoors — backyards, parks and other public spaces — and it’s becoming clear now that this newly found love is not going away.

As a result, restaurants are having to offer a more flexible experience, and account for

the fact that the moment of consumption increasingly takes place outside of their premises.

Opportunity: Flexperiences-To-Go

Understand what customers buy from you and adapt your offer to provide a flexible experience that consumers can enjoy wherever and whenever they want.

Insight: New Habits, New Needs

Beyond the fall in consumer mobility, early signs from the economic recovery indicate that at least part of the shift in spending from restaurants to grocery stores is likely to persist in our post-pandemic world.

To supplement those losses, some QSRs have started to search for other revenue streams, and the growing off-trade channel is proving as a great place to begin.

This started before the pandemic, but the events of the past 18 months have accelerated this trend. Now, many QSR brands are launching grocery-channel focused product lines to tap into consumers’ appetites for premium, restaurant-quality products to enjoy from the comfort of their home.

Opportunity: New Channels, New Opportunities

Fish where the fish are. Engage consumers in new channels and formats. Understand their changing needs and package your product experience to fit an evolving moment of consumption.