Survey research from L.E.K. Consulting shows that most quick service restaurants (QSRs) succeed with certain generations, only to fail within others. In addition to identifying broad trends, our research examines the impact that the critical Gen Y segment can have on QSR brands today and in the future.

And to provide additional insight into where QSRs are winning and losing, L.E.K. created the Choice Conversion Score (CCS), a proprietary ranking that measures the strength of a QSR’s connections with what consumers are seeking. Key findings include:

  • Spotlighting how and why age groups evaluate QSRs differently
  • Examining the Gen Y mindset toward QSRs and detailing how they select their fast-food options
  • Providing rankings of QSRs by age groups
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