Fast Food Sales Promotions

...

---------------------------------------------------------------

Results

Advertisers for the major fast food chains have said that they do not advertise for new customers, they advertise to entice the old customers to come back and choose their chain over all the others. 51.7% of respondents have more than ten fast food chain options near them, meaning that the competition is oversaturated with very similar items. Limited time offers is how the chains separate themselves from one another, and encourage consumers to come back. My survey proves that the advertising does work, and consumers do respond in the way that marketers and advertisers intend them to.

After conducting my own survey and focus groups, it turns out most of the previous research done has proven to be correct. I surveyed a total of 33 people, after reviewing the responses 4 surveys were incomplete and thus thrown out. 27 out of the 29 survey respondents were between the ages of 18 and 24. In the survey alone some of the answers I received were unexpected. I asked “How do you most often hear about sales promotions?”. The answer choices included: television, radio, social media, newspaper/magazines, or word of mouth. It was assumed that television would have been the likely favorite out of the options but it was actually social media at 37.9% of the respondents, while television came in second at 24.1%. When a restaurant offers a limited time offer 17 out of 29 respondents say that they are more inclined to eat fast food. 19 out of the 29 respondents admitted to eating fast food at least once a week. This was not shocking seeing as most of the respondents were of college age. The interesting part is that even though 65.5% of respondents are eating fast food at least once a week, 96.6% of all respondents agree that fast food restaurants should offer healthier choices.

In conclusion, advertisers are accomplishing their goal of enticing consumers to come back. 21 out of 29 respondents generally eat at the same restaurants, and when a limited time offer is in affect consumers are more likely to choose a restaurant based on the offer. Even though consumers want healthier choices they are still consuming fast food one to two times a week, eating almost the same items at each place. Fast food chains seem to be considering healthier options with restaurants like Chic-fil-A and Panera Bread creeping to the top, but it may not be worth it when consumers do not seem to mind the current choices offered. My results determine that in terms of how chains are advertising they are doing everything right. The goal is to make consumers choose their restaurants over others and that is what is happening during limited time offers.

---------------------------------------------------------------

Sources

Morell, John. "The Art of the LTO." QSR Magazine. N.p., Aug. 2012. Web. 17 Oct. 2016.https://www.qsrmagazine.com/promotions/art-lto

Martin, Emmie. "The 25 Best Fast-food Chains in America." Business Insider. Business Insider, Inc, 2016. Web. 17 Oct. 2016.

http://www.businessinsider.com/the-best-fast-food-chains-in-america-2016-5/#25-qdoba-mexican-eats-1

Asamoah, Emanuel, and Miloslava Chovancová. "The Theory of Consumer Behaviour in Fast Food Marketing: Strategies for Competitive Advantage." Recent Researches in Economics (n.d.): 51-56. Web. Oct. 2016.

http://www.wseas.us/e-library/conferences/2011/Montreux/ICICIC/ICICIC-08.pdf

Sonnenshein, Matthew. "Best Fast Food Restaurant Promotions of All Time - Gourmet Marketing." Gourmet Marketing. N.p., Aug. 2015. Web. 17 Oct. 2016.

http://www.gourmetmarketing.net/best-fast-food-restaurant-promotions-time/

Richards, Timothy, and Luis Padilla. "Promotion and Fast Food Demand." American Journal of Agricultural Economics 91.1 (2009): 168-83. Web. Oct. 2016.

@qsrmagazine. "The QSR 50." QSR Magazine. N.p., n.d. Web. 16 Sept. 2016.

Olinga, Luc. "Fast Food Is On The Decline In America." Business Insider. Business Insider, Inc, 09 Nov. 2014. Web. 16 Sept. 2016.

http://www.businessinsider.com/afp-the-slow-decline-of-fast-food-in-america-2014-11

---------------------------------------------------------------

Appendix

Focus Group Responses

- What is your favorite fast food commercial?

- Can’t name any off the top of my head

- Where’s the beef from Wendy’s

- I don’t have a favorite but I hate the subway chicken teriyaki Tuesday commercial

- How do you feel about combos currently offered?

- Love the 4 for $4

- They are good because they are cheap

- Convenient when your favorite is a part of the combo

- It’s a scam, the pictures makes it look better than what it will be in reality

- What is your favorite fast food restaurant? Why?

- Wendys – 5 people – freshness/combos

- Panda Express – I love Chinese food/they specialize in my favorite

- Taco Bell – I love tacos/ they specialize in my favorite

- Chipotle – 4 people – great quality

- Five Guys - they specialize in my favorite

- Do you like the promotions that are offered?

- The price makes it more convenient

- I like the promo when it is thing I like to eat normally

- They don’t really affect my decisions

- If it is a good cheap promotion, then I do like them.

- Yes, because the cheaper, the better

- When you go to a fast food restaurant what do