In today’s fast-paced world, quick service restaurants (QSRs) have become an essential part of many households’ dining routines. From busy parents looking for a quick meal solution to younger adults seeking convenience on the go, QSRs cater to a wide range of needs. But even as inflation continues to drive up the cost of dining out, Nextdoor users — referred to as neighbors throughout this post— are not deterred from eating at these restaurants.
A recent survey of 1,000 neighbors revealed that, despite rising prices, nearly 40% are now spending over $50 a week at QSRs. That’s 28% more than the average consumer. This uptick in spending reflects not only the ongoing appeal of QSRs but also the changing dynamics of how and why people are choosing these dining options.
Dig into our findings from the survey to explore who’s visiting QSRs the most, if they prefer national chains or local eateries, and more.
Parents, men, and younger adults are making the most QSR purchases
On average, 37% of neighbors purchase meals from QSRs several times a week or more. However, there are a few demographic groups frequenting these restaurants even more: parents, men, and young adults.
Over half (53%) of parents of children under 18 are likely to eat at a QSR multiple times per week. Of the men surveyed, 43% are frequent QSR customers. Young adults between the ages of 25 and 34 are 58% more likely to purchase a grab-and-go meal, followed closely by 55% of 35- to 44-year-olds and 52% of 18- to 24-year-olds.
The demographics making fewer purchases than average from QSRs includes women (32%), adults over the age of 55, and rural and suburban dwellers.
Nearly a third of neighbors regularly spend over $50 at QSRs
Over a third of neighbors (37%) spend at least $50 per week at QSRs and over two-thirds (68%) spend at least $25. Although only 7% of those surveyed have a weekly QSR spend of more than $100, they are still 40% more likely to spend that amount than the average consumer.
In fact, 48% of Nextdoor users are spending more this year at QSRs in general. And that’s due to a number of factors. The majority (56%) are dining out the same amount but paying higher prices. However, neighbors are 19% more likely to have increased their spending as a result of promotional offers on Nextdoor — 43% said they are spending more because they’re taking advantage of more promotional offers.
As for those who are making fewer purchases at QSRs this year, the leading reason, accounting for 70% of responses, is increased consciousness of spending and budgeting. Meanwhile, a third of those surveyed cited a stronger desire to eat healthier, and 30% found more time to cook at home.
Neighbors are making in-person orders at national chain restaurants
When it comes to deciding where their household purchases their meals, 58% of neighbors are responsible for making that call. And they’re largely choosing to satisfy their casual dining needs at national chains, ordering in-person. Only 2% of orders purchased this year have been made entirely online, whereas 61% have been made mostly or entirely in-person.
Almost half (45%) of survey respondents said they typically prefer a national chain over a local or independent eatery — parents with children under 18 are even 13% more likely to favor chains. The reason? Fifty-two percent of neighbors believe national chains offer more affordable options than local restaurants, while 48% believe the chains also provide faster service and better deals.
For the 25% of QSR frequenters who prefer local or independent options, quality is a strong motivator. Two-thirds of those surveyed believe local restaurants have better quality food than chains. The desire to support a local business is also a deciding factor for 57% of neighbors.
Cravings, distance, and Nextdoor recommendations are driving QSR purchases
How do neighbors choose which QSR to purchase from? The most popular motivation is to satisfy a craving (53%), followed by consistency (50%), and proximity to home (47%). And even though people are choosing to dine at national chains, the majority of Nextdoor users prefer restaurants within 15 minutes of their home. Five to fifteen minutes is the sweet spot for time willing to travel to place or pick up an order, with 52% finding that journey length acceptable.
Another effective push to dine at a QSR comes from the restaurants’ marketing efforts. Promotions of new items are effective motivators for 40% of neighbors, as are significant discounts, which inspires 38% of neighbors to place a quick service order. Promotions also have sway over those who weren’t planning on making a QSR purchase — 35% say advertisements convince them to act spontaneously. Young adults aged 18-24 are 30% more likely to make an unplanned order due to a promotion.
QSRs have the opportunity to connect with their communities
Beyond advertisements and marketing efforts, QSRs have an opening to connect with the neighbors in their communities. The vast majority of neighbors (71%) see QSRs in their area as being part of the community and are drumming up business for these restaurants — 53% have considered purchasing from a QSR due to a recommendation seen on Nextdoor. However, 59% of survey respondents would like to see these restaurants do more to give back.
That’s why Nextdoor can be such a powerful tool for QSRs, whether independent or national chains. It puts you in front of the neighbors supporting your business, organically or through advertising channels. Close to half of neighbors (46%) have considered purchasing from a QSR due to an ad seen on the platform.
Whatever approach you choose, a Nextdoor business account highlights your presence in your community and helps foster that neighborly feeling. And that’s what Nextdoor is all about.
