Skift Take
As competition in the quick service market intensifies, having a rebellious streak that engages potential customers and differentiates concepts from dozens of similar brands no longer seems like a risk, but a necessity.
[caption id="attachment_212320" align="alignright" width="240"] Download your copy of Skift Megatrends 2018[/caption]
We've just released our first annual restaurant industry trends forecast, Skift Megatrends 2018. You can read about each of the trends on Skift Table as well as download a copy of our magazine here.
When fast food got its start decades ago, the commodification and corporatization of food were appealing to a forward-looking population. Now, though, after decades of existence and evolution, customers are responding to something decidedly less corporate.
It's an interesting time to be a fast food brand. Fast casual (and now fine casual) restaurants that promise good food fast are quickly gaining steam — and market share. At the same time, technology has become a differentiator, and brands that don't adapt won't stay afloat. (Looking at you, Subway.)
In addition to competing for diners' attention, quick service restaurants (QSRs) are also competing for dollars. Value is the name of the game in quick service restaurants right now. McDonald's just reintroduced its Dollar Menu (with $1, $2, and $3 options) and Taco Bell recently announced it would add 20 limited-time items to its own $1 value menu, including Nacho Fries, released on January 25.
Fast food brands have augmented these in-store efforts with robust marketing campaigns – both on social and more traditional media – that give the brands a voice rather than a script. Often fun, irreverent, and at times provocative, these brand voices work to engage a customer base that has become fragmented due to the abundance of restaurants and availability of well-pr
