According to Media Post, roughly three in 10 U.S. adults are heavy QSR category users (visited a fast food restaurant 12+ times in the past 30 days) – and these heavy category users, fast food’s most important customers, say they want to live and eat healthy. They are a part of the movement toward conscious eating and over 54% check ingredients and nutritional information at retail and menu items at restaurants (44%), and more than three-quarters believe they eat right.
To be a part of this movement, QSRs need to have a voice and demonstrate that they are on board. So how can QSR marketers help get the healthy word out? Social media might be a great place to start. According to Media Post’s data, heavy QSR patrons are at least 20% more likely than typical adults to say social media is very important to them for tasks like getting discounts and learning about products. QSRs can easily integrate health and nutrition in social media plans in several different ways, such as launching “healthy meal-deals” based on co-creation and consumer feedback. Or creating games that award points when players order healthy items, redeemable for coupons or player-only offers.
Source: QSRs And Healthy Eating (May 22, 2014). MediaPost.