Americans love their fast food, and they also love food delivery. So Burger King is currently trying to combine the two with a trial delivery service in a few select restaurants in Washington D.C. Will Americans embrace this concept, or will the trial just fall by the wayside?
Fast Food and Delivery
In Ask Your Target Market’s latest survey, 7% of respondents said they eat fast food daily, 39% eat it weekly, 27% eat it monthly, 23% eat it rarely, and just 4% don’t eat fast food at all. On the other hand, there were 34% of respondents who said they never order food for delivery. 17% said they order delivery fairly regularly, and 49% said they order delivery rarely.
Fast Food Delivery
So people like fast food and they like delivery, but do they like the idea of the two meshed together? 14% of respondents said they would definitely utilize a fast food delivery service, 29% said they probably would use it, 24% were undecided, 22% said they probably would not, and only 10% said they definitely would not.
Convenience vs. Health
Some experts have expressed concerns that this could worsen the already bad obesity epidemic in this country, but only 14% of respondents shared that concern. 50% said they think it will be a success, and another 48% like the convenience factor. 24% said it seems kind of pointless since fast food is already convenient, and 27% said that they couldn’t justify paying for delivery since the appeal of fast food is the cheap price. There are some mixed feelings on the concept of fast food delivery, but only time will tell whether Burger King’s experiment will pay off in the end. The widget below shows the results of the AYTM.com survey in full. Be sure to click “open full report” for full details.Photo Credit: McDonald’s Delivery Bike from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on January 20, 2012 via AYTM’s online survey panel.