College Students and Quick-Service Restaurants: How Students Perceive Restaurant Food and Services

Journal of Foodservice Business Research 10/2010; 13:346-359. DOI: 10.1080/15378020.2010.524536

ABSTRACT The current generation of college students has grown up with many quick-service restaurants. In the United States, the top three quick-service restaurants are McDonald's, Burger King, and Wendy's. A survey of 499 college students was conducted regarding their satisfaction levels with quick-service restaurant foods and services. The results indicated that if the quick-service restaurant wants to attract college students, they must concentrate on providing outstanding “quality value” and “practical value.” Wendy's received the highest satisfaction scores over McDonald's and Burger King. The results from this study can assist executives and managers in developing strategic plans appropriate for the college student market.

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