Fast Food in the US - New Market Report

With a 4% increase in total value sales in 2013, following 2012’s 5% increase, fast food has experienced a good two years. The 3% growth in outlets in 2013 was encouraging, especially given the added difficulty in both financing and operating additional locations since the recession. This value growth was aided by the burgeoning fast casual dining environment, but at 10% value share, its impact was greater on trends rather than on overall sales. Excluding the 11% growth for fast casual dining, fast food grew by 3% in 2013, a sign of strength given the relative maturity of the category and the ever uncertain economic recovery. Its offerings, often positioned on a value basis, have continually expanded since the recession and even began to cater to those looking for a cheaper, but still healthy alternative. By continually re-emphasising the affordability of their classic menu items and the newer, more innovative ones, many chains were successful in their recovery efforts since the recession.

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Competitive Landscape

Fast food in the US continued to be a highly fractured environment in 2013. Burger King, Wendy’s, Subway and McDonald’s combined accounted for 31% of total brand value sales in 2013, with McDonald’s maintaining its category-wide dominance, at 17% value share. Historically, McDonald’s has maintained its leading share through aggressive marketing, value-based promotions such as the Dollar Menu and its well-known free coffee promotion, and innovative menu changes such as the introduction of breakfast pastries in 2013.

Industry Prospects

Fast food is expected to record a constant value CAGR of 3% to realise US$244.9 billion in sales in 2018. Fast casual dining will drive much of the growth, although other fast food should increase its value sales steadily as some consumers look to it for value and others are attracted by the variety of healthier new products on offer. This diversification is likely to turn more consumers into fast food fans, and help convert some of the aversion to the category, although there will always be those who will eschew fast food.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in USA market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

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