January 12/Chicago/Business Wire -- Consumers' perception of fast food is no longer confined to quick-service, drive-thru restaurants and convenience stores. Instead, a dual concept has emerged, consisting of traditional fast food, and of "food fast," served quickly with a greater emphasis on flavor, quality and ambiance. A significant percentage of consumers (41%) are reporting that their idea of places offering "fast food" has expanded recently to include fast-casual restaurants (such as Panera) and full-service restaurants offering carryout and curbside service.
"As Americans continue to trade down from full-service concepts, more restaurants are competing for the 'fast food/food fast' customer," says Darren Tristano, executive vice president at Technomic, a foodservice industry consultant. "Both quick-service and fast-casual restaurants are borrowing elements from the other to drive traffic. This represents a host of challenges to operators rethinking their brands. Understanding consumers' changing perceptions of fast food, as well as competitors' responses, will be central to success."