Growing Up Fast

QSR Magazine:

Baby boomers were the first generation to be raised with fast food. And together, these post-war kids and the quick-service industry have grown and evolved.

76 million strong, boomers are now the most powerful consumer demographic in American history. They spend an average $2,600 a year eating out, compared with an average $2,100 for all households, according to the National Restaurant Association.

58-year-olds Dan and Karen Morrison say they visit quick-service restaurants at least 10 times a week. Between work and caring for their elderly parents as well as their grandchildren, they are typical members of what’s also being called the ’sandwich generation.’ Besides busy, they characterize themselves as being health-conscious. They pay close attention to how food is cooked, the freshness of ingredients, and the variety of healthy selections on a menu.

So what do these two baby boomers think about the latest trends in the quick-service industry?