The quick service restaurant sector has been on a sales and revenue roller coaster over the past few years. Still, there are plenty of encouraging signs for the present and future of the QSR space—even as competition continues to increase. Off-premises dining is still growing rapidly, and QSRs are now battling against full-service restaurants and fast casual spots that offer pick-up or delivery options. With about 71 percent of consumers reporting eating at home more often in 2024, getting consumers through the door or the drive-thru is the biggest challenge QSRs face today.
Despite changing consumer dining preferences and habits, QSRs remain squarely in the mix. A report from the National Restaurant Association finds that 47 percent of adults get take-out from restaurants, coffee shops, snack places or delis at least once a week, while 42 percent use the drive-thru each week. Additionally, more and more consumers are ordering their fast-food meals online or through mobile apps—about 60 percent of orders. QSRs offer the combination of speed, convenience and affordability that consumers crave.
While QSRs maintain a significant hold of the market share, the fast-casual sector is projected to grow at a higher rate in the coming years. In this time of fast-food resurgence, underscored by growing competition and evolving consumer preferences, QSRs are turning to three key strategies to draw in customers.
1. Investing in Limited Time Offers
With the wide range of convenient food options available today, QSRs are increasing their investments in limited time offers to drive traffic. New menu items, bold flavors, seasonal ingredients, and targeted promotions are a way for QSRs to generate buzz and capture consumer interest. The key to LTO success is ensuring the promotion aligns with the QSR’s brand identity. Unique packaging plays a significant role in any LTO strategy, helping to drive buzz through creative visuals and special features. The right packaging leverages branding and fitness for use to take LTOs to the next level and draw more foot traffic. A good packaging partner can help QSRs bring packaging to life with their unique promotions and branding opportunities that make customers want to snap and share photos of their LTO meals across social media to generate even more awareness.
2. Sticking with Sustainable Packaging
QSRs understand the importance of sustainable packaging, and that trend is not going anywhere. Consumers today want restaurants to be transparent about ingredients, their sustainability efforts, and the recyclability of their products. Almost half of consumers say environmental impact is an extremely important packaging characteristic when making purchasing decisions. At the same time, consumers are looking for convenient packaging options that make eating on the go and in the car less messy. Luckily for QSRs, innovations in paper and pulp products offer a solution to satisfy both needs for customers. Innovative food packaging suppliers are making rapid advancements in these products to increase resistance to moisture and grease and maintain food integrity. The improvements not only enhance packaging performance but also support sustainability goals and meet the demand of eco-conscious consumers.
3. Enhancing Consumer Education
While consumers know they want sustainable packaging, many are unsure which materials offer the most sustainable options or how to properly dispose of them. According to a Consumer Recycling Habits survey by the Paper and Packaging Board, 95 percent of consumers say they recycle, but fewer than half know the basics of recycling. For QSRs that want to lean in on sustainability as a selling point, investing in consumer education is one way to differentiate themselves from their competitors. Providing clear labeling and disposal instructions on their offerings is a great option to help make recycling easier for their customers. Further, in-store signage and online educational campaigns are another way QSRs can help customers dispose of their packaging sustainably while building both trust and credibility.
A Sustainable Growth Mindset
The future is bright for the QSR sector. As consumers crave convenience and ease, they also demand packaging that works for their lifestyle—whether that’s being green or being able to enjoy a meal while on the go, or both. An innovative packaging partner focused on sustainability and quality can help QSRs meet the needs of their customers while driving continued growth and sales. LTOs, sustainable packaging and consumer education are three ways QSRs can attract consumer attention, build brand awareness, and drive increased foot—and car—traffic to stores.
Tomia Smith is an experienced sales professional. With a commitment to drive positive results and goal achievement, she takes pride in providing the best service possible to meet her customers’ objectives. In addition to her professional role functions, Tomia has been recognized for her involvement and leadership within the restaurant industry and her community.
