Order up: How consumers view QSR and fast food restaurants today

Quick‑service restaurants (QSR) and fast food restaurants like McDonald’s, Popeye’s, Taco Bell and more are a booming industry in the US. In fact, the US fast‑food and QSR industry generated approximately $402.9 billion in revenue in 2024, and is projected to reach a whopping (pun intended) $417.5 billion by the end of 2025. 

But with more focus on health-conscious options and the impact of inflation, how do consumers feel about fast food today? Have their purchasing habits changed? What about their overall perspectives? 

We set out to find out by surveying a nationally representative sample of 3,000 US consumers in July of this year. Read on for an overview of our 10 key findings. 

TLDR:

• The fast food industry is projected to generate $417.5 billion by the end of 2025

• Economic and health factors may have an impact on consumers views

• Read on for our 10 key findings on US consumer’s perspective of fast food today

We found that 80% of consumers eat fast food at least once a month, with 43% doing so four or more times monthly.

Frequent QSR visits are driven by younger generations, with over 45% of consumers under 45 eating fast food more than four times per month. By contrast, just 19% of adults 56 and older report the same frequency — highlighting a sharp generational divide in fast food habits.

Our findings show that high-income consumers are driving the increase in fast food visits, with 29% of those earning $100K–$149K and 28% of those earning over $150K stating they’re eating fast food more often than a year ago.

Meanwhile, 40% of those earning less than $50K say they’re eating fast food less often — a higher rate than any other group.

The South and West regions eat the most fast food, with 10% of consumers in these regions reporting to eat it more than 10 times per month.

In contrast, the Northeast is more restrained, with 1 in 4 saying they eat fast food less than once a month.

When it comes to who they're buying from, McDonald’s dominates every region, with roughly two-thirds of consumers across the South, Midwest, West and Northeast visiting at least once per month. But after McDonald’s, preferences vary greatly. 

It’s worth calling out that Taco Bell came out as a widely visited brand — but more of an occasional indulgence than an everyday habit for over half of consumers (51%). 

We found that nearly half (48%) of consumers list $5 to $8 as the sweet spot for a fast food meal. Another 21% are only willing to spend under $5, especially among lower-income consumers.

In fact, one-third (33%) of people earning under $50K say a fast food meal should cost less than $5 to feel like a good deal.

Unsurprisingly, younger consumers are significantly more likely to order fast food through apps. 

While 69% of consumers aged 56–75 say they never use delivery services like DoorDash or Uber Eats, only 18% of 18–25-year-olds say the same. In fact, nearly half of consumers under 35 order fast food for delivery at least occasionally each month.

We also found that frequent delivery users are driving adoption of buy now, pay later (BNPL) for fast food. 

Just 5% of all consumers say they order fast food for delivery multiple times per week, but among them, 60% have used a BNPL service like Klarna or Afterpay to pay for it. This suggests BNPL is gaining traction in high-frequency, convenience-driven ordering moments.

30% of consumers say they’re excited to try premium items like wagyu burgers or truffle fries. But another 35% admit they’re “curious but skeptical,” and 23% say they think these offerings are overpriced or gimmicky.

Taking it a level further, we found that 41% of consumers earning $100K to $149K and 43% of those earning $150K+ say they’re excited to try premium fast food.

Among parents, we discovered that excitement to try premium offers jumps to 42%, compared to just 22% of non-parents.

Non-parents are also likely to be more skeptical (37%) as well as more likely to ignore new launches — suggesting family-oriented positioning may help premium items land better.

Diving into specifics on premium, we found that 53% of consumers say Chick-fil-A can credibly offer upscale or premium fast food.

McDonald’s (36%), Wendy’s (33%) and Burger King (30%) follow — but no other brand breaks above 30%.

We found that 30% of consumers say they’d opt for a casual dining meal over fast food if prices were similar.

And another 35% say “it depends on the occasion” — a reminder that price parity raises expectations for experience and quality.

Today, only 14% of US consumers view QSR as a budget-friendly option.

Instead, 23% describe it as a treat or reward and 20% call it a guilty pleasure — signaling a more emotional, experience-driven role.

TLDR: 10 takeaways from consumers on US fast food today

1. Americans still love fast food

2. Those with higher incomes are eating more fast food

3. Fast food consumption varies greatly by region

4. Consumers are willing to spend, but they still expect value

5. Order apps and BNPL options are on the rise

6. Premium menu drops spark curiosity, especially among affluent households

7. Parents are more open to fast food innovation

8. Chick-fil-A leads on premium

9. The line between QSR and casual dining is getting blurrier

10. Fast food is no longer just about saving money

Ultimately, consumers still want to feel good about what they’re buying when it comes to fast food — whether that means low prices, indulgence or something “worth it.” It’s the QSR brands that can meet those expectations across segments that will be best positioned to win with consumers.