Succeeding in QSR requires hitting it right with Gen Y. A recent study shows that 20% of Gen Y consumers eat almost daily at a QSR. They are influenced by their friends twice as much as other groups and they really care about chain restaurant brands. They value socializing and the dining experience more than other demos and are pretty image-conscious. Their purchasing power will only increase over the years, so cultivating their loyalty is critical.
CS News, 8/10/2011
