Field Agent explores customers' attitudes toward new menu items, digital kiosks, and other food service innovations, based on a survey of 1,303 U.S. adults.

1. +1
New Menu Items
Limited T ime Only
Mobile Ordering*
Digital Kiosks
Nutritional Quality
Percentage who say new menu items are extremely or
very influential to when and where they eat out
Percentage who say special, “limited time only” menu items are
extremely or very influential to when and where they eat out
Do customers order and spend
more when mobile-ordering fast
food?
Percentage who say nutritional quality is extremely
or very important to when and where they eat out
Fast Food
(M: 28%) (M: 29%)
28%
Casual Dining
29%
Fast Food
(M: 26%) (M: 34%)
23%
Casual Dining
30%
Fast Food
(M: 35%) (M: 41%)
38%
Casual Dining
44%
Fast Food
(M: 30%) (M: 63%)
26%
Casual Dining
54%
59%
(M: 65%)
AGREE
62%
“Knowing a restaurant is serving NEW
items/meals on their menu can convince me
to eat there when I otherwise would not”
NEW!
Hungry for Innovation?
1,303 Americans Surveyed about Food Service Innovations
Those who always or usually eat
the SAME menu items/meal at the
following restaurants
69%
63%
60%
27%
37%
(M: 75%)
(M: 63%)
(M: 65%)
(M: 35%)
(M: 41%)
Say they order from a fast food chain more fre-
quently
36% Say ordering fast food from a digital
kiosk is extremely or very appealing
41% Say they order more fast food in
general since mobile ordering
32% Spend more per order
(M: 39%)
Flexible Menus
Want More Tasty Insights?
Upgraded Facilities
Prefer greater choice and customizability in a fast food menu even
if it means slightly greater wait times and food prices
51%
Percentage who say atmosphere and ambiance are extremely or
very influential to when and where they eat out
(M: 50%)
(M: 77%)
AGREE
72%
“Knowing a restaurant’s facilities have been newly
renovated, upgraded and/or improved can cause
me to eat there when I otherwise would not.”
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“M” = Millennials
*Based on a separate survey of 1,009
fast food, mobile app users
Based on an August 29, 2017 Field Agent mobile survey of 1,303 U.S. adults
Female: 65%; Male: 35% Age Range: 18-24: 5%, 25-34: 29%, 35-44: 33%, 45-54: 22%, 55-64: 9%, 65+: 1%
Notes: Percentages reflect only respondents who said the question was applicable
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