![]() With their healthier offerings, quick service restaurants are now entering the space occupied by fast casual chains and the wall between these two categories is likely to fall further in 2017.Īccording to a market study by Technavio, the fast casual restaurant market in the U.S. Digital innovations have also ensured that the convenience factor is taken care of, so even if the food takes longer to prepare, customers don’t have to wait in long lines to get their orders. With improving economic conditions, many customers are willing to pay extra for higher-quality food, and this section of the population is growing. These new menu items do not necessarily fit the “cheap and fast” definition of fast food. However, food made with fresher ingredients is generally more expensive and cannot be served as quickly as a burger made with a frozen patty. This trend has led to McDonald’s making the biggest change in its menu, moving away from frozen patties and introducing fresh patties in its Quarter Pounder burgers. Surveys reveal that health concerns are moving millennials away from industrially produced and highly processed food which contains preservatives. Quick service restaurants such as Chipotle Mexican Grill attracted traffic, as customers looked for food made from fresher ingredients. Its comparable sales stayed negative for several quarters as the company worked on initiatives to create a new identity for itself. In 2014, McDonald’s suffered the most as the preferences of the younger population continued to shift towards healthier food. Line Between Quick Service And Fast Casual Is Blurring Menu innovation at McDonald’s has shown positive results and for the first quarter of 2017, the company reported strong growth in comparable sales. ![]() Other restaurants such as Chipotle Mexican Grill and Dunkin’ Brands have also eliminated artificial colors and preservatives from many products. ![]() McDonald’s has been the front runner in these menu innovations, and the company is trying to transform itself from a “junk food” destination to a healthier fast food establishment. Most fast food restaurants are introducing menu items which are healthier, preservative-free, and do not contain artificial ingredients.
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