The New Age Of Fast Food

When asked “What’s the first thing that comes to your mind when you think of ‘fast food’?”, “McDonald’s” was the strongest word association for Generation Z. Our survey results suggest that McDonald’s is not only the most popular burger brand (51%) but also a beloved choice for fried chicken (31%) and snacks (39%). The iconic “Big M” is still going strong and leading the competition in multiple fast food categories. 

When ordering a fast food meal, Gen Z-ers and Millennials claimed that French fries/onion rings are the most vital (55%) menu item for a satisfying dining experience. “Would you like fries with that?” For Gen Z and Millennials, the answer is most likely “Yes”. Older Millennials (30-39 years old) were more likely (45%) to order burgers rather than fries, while 51% of the teenage Gen Z-ers (15-18 years old) believe soft drinks are “must-haves” to go along with their fast food meals.

Studies suggest a strong correlation between gaming and consuming fast food. Amongst Gen Z gaming devotees, McDonald’s is the go-to burger brand. Millennial gamers, on the other hand, prefer a pleasant burger meal from Wendy’s. With increased game time during the pandemic, the opportunity to form new leagues between the fast food and the gaming industry presented itself. Fast food giants, such as McDonald’s and KFC, leaned in on E-Sports in order to engage audiences through new online channels.

The majority (46%)  of the surveyed “Adventurous Eaters” (who love to try new food and appreciate innovative food ideas) rarely or never snack on fast food. Instead, they are more likely to frequently consume (more than 5 times/month) world cuisine fast food (such as Taco Bell, Panda Express, etc.) compared to people with other “food personalities”. Find out who are the true “fast food snackers” here!

Roughly 90% of the Gen Z and Millennial respondents used drive-thru or pick-up services to purchase fast food after the COVID-19 outbreak. In the era of “contactless” delivery, the signature fast food drive-thru service became the most preferred way to order fast food. As the demand for fast food soars in pandemic times, major chains are upgrading their drive-thru experience to avoid turning the “fast” food experience into a “slow” service nightmare.

62% of the Millennial respondents claimed Mexican cuisine is their favorite. The hot and spicy tastes of Mexican dishes really speak to the Millennial foodies. Interestingly, the majority (29%) of the Millennial respondents described themselves as “Adventurous Eaters”. The signature ingredients that represent Mexican food, such as chilis and citrus fruits, bring freshness and diversity to the table. Not surprisingly, 72% of the respondents whose favorite flavor is “spicy” dig Mexican cuisine.

When it comes to the biggest pain points regarding fast food experiences, 51% of the surveyed Millennials claimed that “inaccurate orders” were the most upsetting aspect. As meal orders flood in, handling the order details can be tricky, especially via phone or restaurant applications. As for Gen Z customers, 52% said they are most frustrated with the “unhealthy food options” at fast food restaurants.

The majority of the respondents are willing to share customer data with fast food brands to help improve their food and services. 64% of the respondents said they prefer using online surveys as the primary method. 54% said they are willing to provide “food-related preferences”, 46% don’t mind reflecting on their “satisfaction with products/services” (46%), and 32% are okay with giving out “demographic information”.

The digital advertisements (including TV ads, social media, email promotions, etc.) from major fast food brands are more welcome amongst Gen Z-ers, while Millennials do not usually engage with any fast food advertising. Taco Bell (30%), McDonald’s (27%), and Wendy’s (25%) are the most popular commercials for Gen Z fast food fans. With digitally-driven lifestyles and increased screen time since lockdowns started, fast food consumers have a higher chance to be exposed to online advertising.

The two age groups both declared that fast food chains’ first priority should be providing “healthier ingredients and food items” (64%). Additionally, Gen Z respondents were 26% more likely to think “fair wages for fast food restaurant workers” should be improved, and 51% more likely to believe “reducing waste” is a serious issue compared to Millennials. As a major component of fast food workers, and as eco-conscious activists, Generation Z naturally cares more about employee welfare and the environment.