McDonald’s ‘Fake Cheese’ Controversy Highlights Importance of Food Quality in QSRs
The recent controversy surrounding McDonald’s use of ‘fake cheese’ has brought to the forefront the significant role of food quality in quick-service restaurants (QSRs). A recent survey conducted by YouGov India reveals that for urban Indians, food quality and price are the most important factors when choosing to eat at fast-food chains.
According to the survey, an overwhelming majority of 93% of respondents consider food quality a ‘highly important’ factor when ordering from fast-food chains. This is followed by price (76%) and discounts (65%), indicating that Indians are price-sensitive consumers who prioritize affordability over other factors such as brand name and advertising.
The survey further highlights the prevalence of QSRs in urban India. Close to 45% of respondents stated that they eat at fast-food restaurants at least once a week, while 7% eat daily. The preference for QSRs is similar among both men and women.
Despite the widespread popularity of QSRs, no single brand out of 19 popular brands posed to respondents received a majority thumbs-up for food quality. This suggests that major fast-food chains have significant room for improvement in meeting the quality expectations of Indian consumers.
However, Domino’s and McDonald’s emerged as the top two brands in terms of food quality, with 46% and 43% of respondents voting for them respectively. It is noteworthy that enticing advertisements by QSR chains seem to have limited impact on urban Indians, with only 36% of respondents saying that ads are a ‘highly important’ factor in their choice of dining establishment.
