July 26, 2016

Fresh-Picked Feedback: How Quick Serve Restaurants Can Prove Freshness to Millennials and Gen Z

food market research

In order to understand what conveys quality to QSR customers, we launched an Instant Research Group* made up of both Gen Z (age 13-17) and Millennials (age 21-34) who eat at least occasionally if not more frequently at QSRs, and eat out of the house more than a few times per month. Our qualitative research was then guided by the following objectives:

  • Explore unaided impressions of current QSR marketplace and behaviors
  • Probe consumers’ understanding of “freshness”
  • Uncover the primary drivers for QSR purchase
  • Discover the ideal consumer vision for QSRs