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Now that 2024 is more than half over, it's easy to see that the fast-food industry is moving faster than ever. The booming sector, which is valued at $402.9 billion in the U.S. alone, is constantly changing to keep pace with consumer demands for more healthy fare and convenient pickup and payment options.
Whether it's breakfast, lunch, or a late-night snack, fast-food franchises remain a constant in people's lives. In both good times and bad, fast-food franchises provide comfort with quick, affordable meals. The average American spends $1,200 a year at quick-service restaurants, World Population Review reported.
Below, we dive into 9 fast-food trends that are shaping franchises in 2024.
1. Mixing Efficiency with Quality
While fast-food restaurants aren't known for having the healthiest options, brands like Maha Juice Bar are trying to change that. Founded by Brazilian entrepreneur Marcieli Pastorio (above), the juice bar franchise offers a wholesome selection of all-natural juices, smoothies and authentic acai bowls, all served in a family-friendly setting. Who says fast-food can't be good food?
2. Celebrity Endorsements and Sponsorships
Fast-food franchises understand the value of star power and marketing opportunities that come with partnering with organizations like the NFL. For example, pro football stars like San Francisco 49ers tight end George Kittle (above) and Detroit Lions wide receiver Amon-Ra St. Brown are partnering with Little Caesars to keep hungry fans and spectators fed all season long. Talk about a touchdown!
3. Focus on Family
Few things bring families together like a great meal at their favorite restaurant. At Wingers Alehouse, families can feel at home in a welcoming environment while enjoying amazing wings, "Sticky Fingers," and craft beers on tap. Families with kids aged 12 and under make up a significant portion of restaurant traffic, accounting for 25% of visits and driving average dining tickets 84% higher than those without kids. These families are great repeat customers and serve as word-of-mouth marketers as an added bonus.
4. Ethnic Flavors
In a sea of burger, pizza and hot dog joints, hungry patrons looking for something different can find unique and healthy options at Mediterranean food franchises like Apóla Greek Grill and Garbanzo Mediterranean Fresh.These days, ethnic food franchises are serving up a global feast, with options that include Japanese, Indian, Mexican, Korean, Caribbean, French and Italian fare. With consumers craving healthier and more adventurous dining experiences, these franchises are answering the call.
5. Special Menu Items
The changing of the seasons gives fast-food franchises the opportunity to unveil some of the most highly anticipated items of the year. For example, fall has arrived early at brands like Starbucks and Tim Hortons, much to the delight of customers anxious to get their pumpkin spice fix.
6. Appealing to Gen Z
Gen Z (individuals born between 1997-2012) is an increasingly important demographic for fast-food restaurants. According to Statista, this group spent about 23 percent of their income on food products in 2021. To attract this health-centric and technology-savvy demographic, brands are shaking things up with healthy menu options, contactless payment methods and modern layouts that emphasize convenient pickup. By going drive-through-only and establishing locations on college campuses , fast-food franchises can take big steps in capturing the hearts (and the wallets) of this up-and-coming generation.
7. Using Technology
Technology and artificial intelligence (AI) have been revolutionizing the fast-food industry in recent years. For example, household names like Taco Bell are spicing things up with AI ordering systems to enhance the customer experience. Chick-fil-A has also rolled out automated concepts that skip the dining rooms altogether, while Wendy's is taking things underground -- literally -- with a robotic system that brings orders directly from the kitchen to parked customers via an underground tunnel (above). As automation and tech continue to take center stage, it's clear that the future of fast food is only getting faster and smarter, with no signs of slowing down.
8. Value-Based Offerings
Fast-food franchises have to get creative to drive sales when inflation is squeezing wallets. To win over budget-conscious customers, franchises are getting clever with their deals. Burger King, for example, went head-to-head with McDonald's by launching the $5 Your Way Meal. "Eat like a king who's on a budget: three tasty options, fries, drink and nuggets, all for five bucks. Wait, that can't be right," a TV commercial from the brand proclaimed.
9. Tying Promotions and Products into Social Issues
In recent years, brands have increasingly aligned themselves with social issues to connect with consumers on a deeper level. McDonald's, for example, has made efforts to raise awareness about mental health. As part of their participation in Mental Health Awareness Month, McDonald's U.K. removed the smiles from Happy Meal packaging to encourage parents to talk with their kids about emotions, Ad Age reported in May. McDonald's also addressed the pandemic-induced loneliness epidemic among seniors with the introduction of the Granny McFlurry, an initiative aimed at fostering connection and care for older citizens.
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