Chick-fil-A and Taco Bell have triumphed over burger fast food restaurants in recent months, with chains specializing in more meaty offerings suffering.
Chick-fil-A and Taco Bell have become the big winners on the fast food score board.
In contrast, chains specializing in burgers such as McDonald’s and Burger King struggled to hold their place when it comes to sales, reported Restaurant Business.
Taco Bell, Chick-fil-A triumph
The past year has been challenging for fast food chains who focus on burgers, according to the sales figures.
But it’s been a triumph for two restaurants: Taco Bell and Chick-fil-A.
Last quarter, Chick-fil-A’ watched its total sales soar by more than 13 percent. Taco Bell experienced a 6 percent growth in the same period.
The two have become rivals, scoring over every burger chain except for what the magazine calls “the big one” (ahem, sounds sort of like Harry Potter with He Who Must Not Be Named).
Why Taco Bell and Chick-fil-A did so well
Burger King and Wendy’s also caused McDonald’s and Jack In The Box to struggle.
“When you look at who’s winning, they’re essentially doing one of two things,” said Jack in the Box CEO Lenny Comma during a conversation with analysts.
"[Successful fast food chains] are selling a lot of a la carte items very cheaply, and they have a lot of brand equity in that space where the consumers come to know them for those value-oriented offers where the consumer can stretch their buck. Or they are selling abundant value where it is a significant amount of food for the dollar."
What went wrong for burger fast food and right for chicken and Mexican menus?
In 2018, both Burger King and Wendy faltered, with the former offering a $1 deal for 10 chicken nuggets that didn’t succeed. Jack In The Box also experienced a decline until switching to the value game.
But Taco Bell and Chick-fil-A are playing a different game. While Taco Bell emphasizes new products that attract younger customers, Chick-fil-A offers a very different type of enticement.
When the day is looking soup-er! #ChickenTortillaSoup pic.twitter.com/IWLsjS3pP6
— Chick-fil-A, Inc. (@ChickfilA) February 18, 2019
Chick-fil-A has three keys to its success:
- great customer service
- speedy service
- simple food.
Chicken and Mexican food also are increasingly popular, giving Chick-fil-A and Taco Bell more of a boost.
What do you think about the sales figures? Do you tend to prefer chicken, Mexican, or burger fast food restaurants?