What markets lead in Fast Food patronage?

Scarborough Research released an analysis of quick service and sit-down restaurant patronage in the U.S. According to Scarborough, the average adult visits a quick service restaurant such as McDonald’s or Subway 5.2 times in a given month.

Birmingham, AL, residents, however, visit a quick service restaurant 6.5 times in the average month. Louisville, KY (6.4 average visits fast food restaurant visits per month), Austin, TX (6.3 average visits), Memphis, TN (6.3 average visits) and Raleigh, NC (6.2 average visits) round out the top five local markets for frequent fast food restaurant patronage.

In the sit-down restaurant category, which includes establishments such as Applebees, T.G.I. Friday’s, and Boston Market, the average adult visits one of these restaurants 3.4 times a month. Orlando, FL is the top local market for the frequent sitdown restaurant patronage. Consumers here visit a sit-down restaurant 4.5 times monthly.

Cincinnati, OH (4.2 average visits), Fort Myers, FL (4.2 average visits), Tampa, FL (4.1 average visits) and Atlanta, GA (4.1 average visits) complete the top five local markets for frequent sit-down restaurant patronage.
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“An intensely local focus is the key to successful marketing in the restaurant industry, and going deep and understanding consumers at the trade area level is absolutely necessary,” said Karla Horton, manager, advertiser marketing services, Scarborough Research. “In understanding the lifestyles, media patterns and shopping habits of consumers on this local market level, franchisees can create better, locallyfocused campaigns to drive store traffic.”

To view charts CLICK above on ‘More Images’.