Reshaping the Guest Experience

4 Min Read By MRM Staff

Successful operators need to take a hybrid approach that balances modernization and human connection, according to Inside the Fast Lane: Consumer Insights for Quick-Service Restaurants, a report from MX8 Labs that asked consumers how they feel about quality, service and new technology. 

Among the key highlights: 

McDonald's captures both the highest brand awareness overall (85 percent) and largest share of recent visitors (67 percent). This dominance is even more pronounced among specific demographic segments, highlighting the brand's multi-generational appeal. 77 percent of Gen Z respondents noted recent McD’s visits while 73 percent of Boomer respondents noted they had recent visits.

 Some brands shine in certain regions: Hits in the South include Smoothie King (57 percent regional awareness), Tropical Smoothie Cafe (52 percent), Whataburger (52 percent) and Zaxby's (53 percent). Meanwhile, In-N-Out (72 percent) and El Pollo Loco (53 percent) rule in the West…