Restaurant Megatrends 2018: Fast Food Drops the Corporate Voice in Favor of Personality
Photo Caption: Quick service restaurants are facing increased pressure to compete for diners' attention and dollars, and brands are leaning on creative and relatable social marketing campaigns.
Skift Take
As competition in the quick service market intensifies, having a rebellious streak that engages potential customers and differentiates concepts from dozens of similar brands no longer seems like a risk, but a necessity.
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We've just released our first annual restaurant industry trends forecast, Skift Megatrends 2018. You can read about each of the trends on Skift Table as well as download a copy of our magazine here.
When fast food got its start decades ago, the commodification and corporatization of food were appealing to a forward-looking population. Now, though, after decades of existence and evolution, customers are responding to something decidedly less corporate.
It's an interesting time to be a fast food brand. Fast casual (and now fine casual) restaurants that promise good food fast are quickly gaining steam — and market share. At the same time, technology has become a differentiator, and brands that don't adapt won't stay afloat. (Looking at you, Subway.)
In addition to competing for diners' attention, quick service restaurants (QSRs) are also competing for dollars. Value
