Chik-fil-A and Five Guys are Top Fast Food Choices among Consumers in 2010 according to New Market Force Study

This was one of the findings from a survey Market Force conducted among its network of 300,000 independent mystery shoppers and merchandisers-consumers across the country dubbed 'The Force(TM)' by Market Force Information. More than 3,000 responded to a series of questions designed to answer what is in store for the quick serve restaurant (QSR) industry in 2010.

When this consumer group was shown a list of the country's 52 top franchise QSRs* and asked to select their single favorite, Chik-fil-A and McDonald's both received the highest number of votes from consumers across the country, 11% of the total for each.

But not all chains are created equal. While McDonald's has almost 14,000 locations in North America, Chik-fil-A has one-tenth that number, and Five Guys has just 3% of the McDonald's chain reach. Since consumers are only likely to vote for restaurants they are familiar with, Market Force wanted to see which chains would win out when the number of restaurants was also considered. When this component was factored in, Five Guys emerged on top of the list with 14.4%, followed by Chik-fil-A in second with 12.5%. Chipotle and Panera Bread were third and fourth, respectively, with 7.7% and 7.3%

It was not difficult to understand why Chik-fil-A fared so well with consumers. When the respondents were asked to score these same restaurant chains for characteristics they appreciate most, Chik-fil-A scored highest in 3 out of 9 categories: friendliness, cleanliness, and accommodating children. Five Guys tied for highest in quality of food with Chipotle, and ranked second in friendliness and cleanliness.

When asked to predict their spending habits with QSRs in the first three months of 2010, slightly more than half of those surveyed said they expected to eat out about the same amount, and an additional 5% said they expected to eat out more at QSRs during the first quarter. But, 44% said they planned to cut back their patronage at fast food restaurants. It remains to be seen if this resolve holds true, as busy consumers find the allure of a quick and inexpensive meal a convenient way to save time.

The survey was conducted in early December 2009 among the Market Force network of more than 300,000 consumers. The pool of 3,000 respondents ranged in age from 19 - 72, and reflected a broad spectrum of income levels; approximately half had incomes of more than $50,000 a year. Approximately 75% were women, which are the primary household consumer purchasers. Half have children at home.

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