Beyond the Drive-Thru: Winning the QSR Game Through Connection
by Jenna Stephan
The traditional QSR landscape, often focused on speed and price, is under pressure. With QSRs being forced to raise prices, 80% of Americans now view fast food as a luxury, creating a profound shift within the industry. According to QSR Magazine, consumers are increasingly seeking value beyond low prices. They need to adapt by redefining their value proposition to meet these evolving expectations. Buried within this shift is a fascinating transformation: fast food is evolving from simple sustenance into a form of emotional self-care, particularly among younger consumers. In this new era, brands must up their value proposition by strengthening their emotional connection with consumers.
The numbers underscore this transformation. From 2022 to 2024, online discussions about fast food's emotional benefits more than doubled. Gen Z dominates these conversations, making it clear they see fast food as an accessible form of comfort and self-care. They explicitly discuss using fast food to cope with stress, anxiety, and daily pressures, generating significant engagement when they do so. Brands that can tap into this emotional aspect can differentiate themselves beyond just cost.
So, how do Challenger brands navigate this complex environment and build meaningful emotional connections?
Challenger brands are finding ways to buck the trend by redefining their approach to consumer engagement. Taco Bell, which views itself in "a category of one", aims to be the other choice by leaning into their unique identity and connecting with consumers in interesting ways. Instead of just advertising to consumers, Taco Bell leaders trust their community and “take what the internet and their audience gives them.” They embrace the idea that the "brand is so much better in the hands of our fans."
I recently had the pleasure of interviewing Ashley Prollamante, Senior Director of Brand Creative Strategy at Taco Bell, and Nicole Weltman, Head of Taco Bell Social. Being a long-time fan and consumer of Taco Bell (their Crunchwrap Supreme in particular), I knew they had a powerful brand, but after speaking with people on the inside, I gained a much deeper appreciation for the way they have strengthened their connection with me and so many other consumers over time. In their words: “We're in this era where creators are running with our brands, but also fans, because it's really their voice that drives us and we’re putting our trust in them. If you look at the Doja Cat work with Mexican pizza, she did an Instagram Live, and I was literally terrified. We didn't know what she was going to say, but I think in hindsight, that was a really important lesson for us. Letting her go unscripted resonated with our cult, because they could relate to her as a true fan.”
Taco Bell leverages consumer-generated content and social media trends to stay relevant and engaging, crafting successful memes, for example, from things they see in their comment sections. They embody what they call the "Life of the Group Chat" persona that is relatable and flexible, characterized by self-awareness, wit, and being "in on the joke" with their community. By staying in tune with youth culture, which defines what culture looks like, they ensure they remain relevant. Their recent ad featuring TV personality and social media sensation, Gabby Windey, is a perfect example of this. IYKYK...and Taco Bell always seems to know.
And Taco Bell isn’t the only QSR that listens to their consumers to know how to engage with them. Wendy’s transformed its social presence into a cultural phenomenon through witty, irreverent, human-sounding tweets that poked fun at rivals and tapped into meme culture. McDonald’s has been using Fan Truths as their guiding light for years – from the craze of The Travis Scott Meal based on fans’ love of ordering meals their way, to the recent Collector’s Meal to fuel fans’ nostalgic connection to the brand. McDonald’s continues to take what their consumers are giving them and they’re…well…lovin’ it.
Meeting consumers where they care also requires agility. Taco Bell utilizes social listening and community engagement to inform content creation and employs a newsroom approach to stay responsive to cultural trends. This allows them to make quick decisions about which trends to jump on and strategically use influencers based on the topic. For example, they chose lawfluencers to simply and confidently communicate their legal efforts to ‘liberate’ the Taco Tuesday trademark, because they felt that this was the right source for consumers to hear the message from in a way that they would understand and care about it. Spoiler: They were right.
It’s important to note that communications alone won’t build a strong connection. Consumers are prioritizing experiences more than ever and are willing to spend on them. Guests are looking for memorable moments, whether engaging with technology like a self-serve kiosk or a staff member behind the counter. They want good vibes, community tables, comfortable seating, inviting music, and friendly people. (Don't forget, fast food is now considered a luxury.) Chick-fil-A, for example, is testing new concepts that combine digital ordering with their signature hospitality, aiming to leverage technology to elevate human touchpoints and give back precious time for connection. Their goal is to make the customer and team member experience more seamless and memorable – yet another way to offer a new kind of value beyond price.
The shift in consumer expectations to fast food as a form of emotional self-care, demands that QSR leaders rethink their strategies beyond traditional value meals. Drawing from the approaches of successful Challenger brands and industry insights, here are some actionable considerations to keep in mind during the pursuit of redefining value beyond low prices:
Realize you’re selling more than the product
The QSR industry is navigating a landscape defined by economic pressures, evolving consumer expectations, and a deep-seated desire for authentic connection. Simply competing on price or relying on outdated loyalty models is no longer sufficient. Successful brands in the coming years will be those that recognize they are selling more than just food. They are providing moments of emotional respite, delivering value that encompasses the quality and experience typically associated with little luxuries.
Prioritize authentic engagement
Focus on building genuine relationships with customers, moving beyond transactional interactions. Leverage cultural moments and create shared experiences like Wendy's National Roast Day, or in-the-know collaborations like Taco Bell with influencer Gabby Windey.
Embrace the consumer voice
Actively listen to your audience through social listening and community engagement. Let their feedback inform your content creation and brand messaging. Your audience is telling you what content they want to see, so take what they give you. The ability to move fast and make bold moves is key. Consider adopting a newsroom approach to react quickly to cultural trends and consumer conversations.
By embracing a Challenger mindset – questioning how things have always been done and subverting category conventions – QSRs can build a stronger, more meaningful connection with consumers. The opportunity lies in artfully expanding traditional value propositions to include the emotional resonance people are increasingly seeking, creating compelling offerings that stand out in a crowded market.
Ask yourself:
Are you ready to break with conventions and redefine what value means in your QSR brand?
Are you taking what your consumers are giving you to build an authentic connection with them?