Almost 1/3 of the adult American population consumes fast food, a finding from a recently published study from the Center for Disease Control and Prevention. While the point of this study is for the public to be aware of the health implications of mainly sodium and calories, we can gain insights about who is in fact is consuming Fast Food to help re-evaluate our potential audience base. Key take-aways are:
- Younger Americans eat more frequently than older Americans (45% of 20-39 vs. 24% of 60+)
- African-Americans frequent more than White and Hispanic Americans
- Higher income frequent more than lower income
- Men and women dine equally
- Breakfast and snacks day-parting sat at 22%, compared to lunch at 43%, and dinner at 42%
In summary, the overall percentage of adults who consumed fast food decreased with age, increased with income, and was higher among non-Hispanic black persons compared with other race and Hispanic-origin groups. Among men and women who consumed fast food, a higher percentage of men ate it for lunch, while a higher percentage of women ate it as a snack.
Although this is just one source, there’s some key learnings that could drive a change in audience strategy & our day-parting product messaging for Jack in the Box.
Jack's Snack Bites 