The Elusive Heavy QSR User Everyone is Missing

If QSR brands are all targeting the traditional “heavy” fast food user, are they missing consumers that cross over to heavy users for short bursts throughout the year?   Take me as an example. If a typical marketer developed a persona around my purchases/locations frequented they would never suspect that I’m a heavy QSR user.  Although I’m a busy working mom with two young boys, I find time to visit the farmer’s market to buy $6 free-range eggs and much to the amusement of the staff at Moe’s, my five-year old always loudly proclaims that he’s a flexitarian. To top it all off I’ve been a pescatarian for more than 20 years and vegetarians don’t typically make anyone’s QSR target list let alone heavy user list, but I should be on that list. 

We know that being a busy parent increases QSR and pizza usage, but how do companies fighting for share of stomach capitalize on these trends? 

At least I should be on their list during the summer, because changes in my…