Quick service, drive thru and convenience stores don’t necessarily define fast food. Instead, a dual concept has emerged, consisting of traditional fast food, and of “food fast,” served quickly with a greater emphasis on flavor, quality and ambiance. A significant percentage of consumers (41 percent) are reporting that their idea of places offering “fast food” has expanded recently to include fast-casual restaurants such as Panera and full-service restaurants offering carryout and curbside service.

“As Americans continue to trade down from full-service concepts, more restaurants are competing for the ‘fast food/food fast’ customer,” says Darren Tristano, EVP at Technomic, a foodservice industry consultant. “Both quick-service and fast-casual restaurants are borrowing elements from the other to drive traffic. This represents a host of challenges to operators rethinking their brands. Understanding consumers’ changing perceptions of fast food, as well as competitors’ responses, will be central to success.”

The findings are part of Technomic’s Status and Future of Fast Foods Consumer Trend Report.