The Story Wave 49

QSR & Fast Casual: An Industry Snapshot

Our recent report on the quick-service restaurant (QSR) industry explores Americans’ fast-food habits and preferences. A few key takeaways include:

• Americans love a quick meal: Half (52%) of US adults are considered frequent QSR diners – ordering at a quick-service restaurant at least once a week.
• Is fast-food still affordable?: Only a third (32%) of US adults agree that QSRs offer affordable meal options.
• Feeling the price hikes: 81% of US adults who order from QSRs at least once a year say that QSR prices are higher now than they were one year ago.
• So, what’s a fair price?: Half (46%) of US adults said that $5-$9.99 is a fair price to pay for a full meal at a QSR.
• Treat yourself: 46% of consumers who order at QSRs at least once a year agree that they choose to go to QSRs as a treat.

Over-Index Report: This month’s over-index report uses data from QuestBrand by The Harris Poll to list casual restaurant chains that over-index with US adults within each region – urban, suburban, and rural. See below for a sneak peek of the brands that made each list:

What’s A Fair Price To Pay? – Harris Poll

We all know that prices have significantly increased over the past few years – seemingly for every good and service. You’ve probably read numerous articles about what consumers are now forced to pay for a gallon of gas, groceries, and other essential items, but we wanted to see what consumers think they should be paying. In a recent Harris Poll survey, we uncovered what consumers consider to be a fair price for key staples, including: 

Additionally, we dug into consumers’ changing shopping behaviors. A few key takeaways include:

• Not-so-subtle cost increases: 66% of US adults say that their standard grocery cart costs more now than it did a year ago.
• Looking for ways to cut expenses: Half (49%) of US adults report having adjusted their shopping behavior in the past year in order to save money.
• Brand loyalty is tested: 48% of those who have adjusted their shopping behavior report that they have started shopping at different stores.
• Has this shrunk?!: 49% think some of their grocery store staples have fallen prey to “shrinkflation.”

Read the full story for more consumer insights, and for a full comparison of what consumers think they should be paying versus what they are actually paying.

Athleta’s Olympic Ad Campaign Sparks Brand Momentum – Brand Story

Ahead of the 2024 Paris Olympic Games, Athleta set the stage with its first national TV spot: “Power of She.” The ad features Olympian (and Athleta athlete) Simone Biles and the motivational mantra “just because she can.” 

By promoting “Power of She” during the Olympics, Athleta showcased its brand values on a national stage: “Athleta’s work during and around the games is meant to strengthen its connection with women consumers and boost the brand’s overall relevance in culture,” – Ilona Aman, Athleta’s Chief Marketing Officer 

Athleta’s brand equity relevance was, in fact, positively impacted by the spot. According to data from QuestBrand, Athleta’s brand momentum saw a significant increase (+3.7) among US adults from pre-to-post campaign.

Read the full brand story to see how Athleta’s “Power of She” campaign impacted consumers’ perception of the Athleta brand and increased their advertising recall.