The quick-service industry is showing signs of recovery following the recession. And while operators are not expecting a quick return of bumper profits, a growth rate of 3.5% has been predicted, resulting in a revenue of around $192.2bn.
Many chains have changed their offer to include more value menus and have been enticing new audiences in the 18- to 34-year-old bracket with vegetarian options and additive-free burgers. From a marketing perspective, mobile has been coming into its own for QSR, as technology is opening up new opportunities for restaurant chains.
Pearlfinders has spoken to marketing decision-makers across the sector for perspectives on current opportunities and trends within the industry.