Americans Are Redefining Fast Food -- Nearly 1 in 4 Now Call it a 'Treat' or 'Reward'

New survey reveals only 14% of consumers view QSRs as a budget-friendly option; consumers also crown McDonald's the winner in a value-driven era of chicken sandwich wars

BOSTON, July 30, 2025 /PRNewswire/ -- Fast food is evolving from a cheap convenience into something more indulgent. According to a new survey from consumer insights platform Zappi, nearly one in four U.S. consumers (23%) describe fast food as a "treat" or "reward," while another 20% see it as a "guilty pleasure." Just over one in 10 (14%) say that quick-service restaurants (QSRs) are a budget-friendly option.

The nationally representative study of 3,000 U.S. consumers reveals that quick service restaurants (QSRs) are undergoing a perspective shift, especially among younger, higher-income diners who increasingly view fast food as part of a lifestyle. The report also highlights how regional trends, price sensitivity and brand loyalty are shaping consumer behavior.

Key insights from the survey include:

• Is the price right? Nearly half of U.S. consumers (48%) say $5 to $8 is the sweet spot for a fast-food meal. One-third of those earning less than $50,000 a year say a fast-food meal should cost less than $5 to feel like a good deal.
• Americans love fast food: 80% eat fast food at least once a month — with more than 40% having it four or more times each month.
• McDonald's carries a heavy lead in fast-food visitation: When asked which national QSR brand consumers most visit, 33% note that they visit McDonald's at least once per week. Chick-fil-A and Burger King are the next most frequently visited, with 20% of consumers saying they visit once per week.
• Income also affects fast food frequency: Among those earning more than $100,000, 3 in 10 (28%) say they're eating fast food more now than a year ago. Meanwhile, 40% of those earning less than $50,000 say they're eating fast food less often — a higher rate than any other group.
• Younger generations fuel QSR visits: Over 45% of consumers under 45 eat fast food more than four times per month, compared to 34% of consumers over 45 with the same visitation frequency.
• BNPL for burgers? 5% of consumers already say they order fast food for delivery multiple times per week — and among them, 60% have used a Buy Now, Pay Later (BNPL) service like Klarna or Afterpay to pay for it, suggesting this payment method is gaining traction in convenience-driven moments.
• Fast food flavor map: The South and West regions eat the most fast food, with 10% of consumers in these regions reporting to eat it more than 10 times per month. The Northeast is more restrained: 1 in 4 say they eat fast food less than once a month.

Chicken Sandwich Wars Take a New Shape — Which Restaurants Rule the Roost? 
In 2019, the chicken sandwich wars began when Popeyes introduced its chicken sandwich to the market, triggering initial competition from Chick-fil-A. In the months thereafter, nearly every major QSR brand began offering their own version of a chicken sandwich. Now, as inflation spreads consumers thin, brands are meeting them head-on with smaller and more value-focused renditions of the popular products.

As part of Zappi's survey, consumers evaluated 15 branded chicken wrap concepts from major QSR chains using Screen It, Zappi's early-stage product screening tool. Consumers were asked to rank a random set of five wraps on likelihood to purchase, appeal and other key attributes.

The top 5 winners are:

1. McDonald's Crispy Chicken Snack Wrap earned the top spot, driven by familiarity and nostalgia. However, price sensitivity for the snack wrap was a concern among consumers, as many respondents said the $3.99 price tag was too high compared to the former price of $1.99.
   
   
2. Taco Bell's Avocado Ranch Crispy Chicken Taco was praised for its lower calorie count, affordable price and flavorful twist from the avocado ranch.
   
   
3. Popeyes' Classic Wrap's Cajun-marinated chicken was the most appetizing. However, consumers felt the bright wrapper made the product look soggy, hurting brand perception.
   
   
4. Sonic's Bacon Ranch Queso Wrap with its $1.99 price was cited as having indulgent ingredients like bacon and queso, though some found the portion size lacking.
   
   
5. Popeyes' Blackened Wrap earned high marks for spice and flavor, but being a digital exclusive was seen as a barrier to trial.

"Fast food is no longer just a quick, cheap bite — it's increasingly seen as a micro-indulgence,"said Nataly Kelly, CMO at Zappi. "Consumers are looking for unique twists on familiar favorites that feel worth the spend. The QSR brands that win will be the ones that balance value with menu innovation — offering products that feel satisfying, distinctive and priced right for today's consumer mindset."

For more statistics and information, download the full QSR Survey Report.

ABOUT ZAPPI

Zappi is a leading consumer insights platform that helps brands win with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands to make faster, smarter and consumer-driven decisions by leveraging real-time, continuous consumer feedback.

Trusted by over 350 brands worldwide, Zappi helps create successful products, develop impactful ads and build winning brands by keeping the voice of the consumer at the heart of every decision. Named the Best Marketing Insights Platform by the MarTech Breakthrough Awards in both 2023 and 2024 and recognized by Business Insider as one of the hottest martech companies, Zappi is setting industry standards.

As a certified B-Corp, Zappi is committed to net-zero emissions, fostering an equitable workplace and leveraging technology to benefit the communities the company serves. With over 300 employees across more than 13 countries and offices in Boston, London and Cape Town, Zappi's culture has been celebrated by Fast Company, Comparably, Quirks, Great Place to Work and more. To learn more, follow Zappi on LinkedIn, Instagram and X.

SOURCE Zappi