QSRs Get a Sweet Tooth

A US trend to take note of for 2013 is the movement toward more decadent desserts at quick service chains and the enthusiasm with which consumers are embracing the new offerings.


QSRs Get a Sweet Tooth

This dispels the long-held belief that customers aren’t interested in buying desserts from fast-food chains.

SA sugar high

In recent years the prime mover with desserts in the fast food industry has been McDonald’s, says Katherine Bauer, professor of public health at Temple University, US, who conducted the study. “They were responsible to two best-selling desserts being the McFlurry and a deep-fried apple pie, but hadn’t changed things up in years,” she says.

Then, in November 2011 the chain offered several new pies, sundaes and McFlurry varieties in response to research showing customers were willing to eat dessert at any time of day. Burger King has followed suit in recent months, introducing gingerbread desserts for the holiday and a popular bacon topped ice-cream.

Taco Bell, who has famously been dessert-free right up until this year, has also folded to customers’ sugary cravings and introduced a dessert range to its menu.

With South Africa’s food and beverage industry performing well over the course of 2012, increasing total income by 7% compared to 2011, according to Statistics SA, adding more desserts to the QSR menu might give the industry the sugar kick it needs to keep performing.

Tracy Lee Nicol
About the Author
Tracy-Lee Nicol is the managing editor of Franchise Zone Magazine and deputy editor of Entrepreneur Magazine. She studied her Masters degree in Art History and Visual Culture at Rhodes University and spent the next two years working and travelling in Asia. Her love of people, business and teaching is reflected in telling the stories of entrepreneurs, franchisees and franchisors, inspiring others to take the leap to being their own boss and bringing about positive change in South Africa.

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