Attain’s May 2025 Consumer Pulse highlights a contradiction in the QSR sector: per-transaction spend is up 6% year-over-year, yet over half of consumers say they’re cutting back on fast food. And most plan to continue doing so.

Despite a modest 1% increase in total fast food spend YoY, the rise is entirely driven by higher spend per transaction, not frequency. In fact, consumers are visiting QSRs slightly less often, and 56% report they’ll dine out even less over the next three months compared to just 8% who plan to increase frequency. Income stability (46%) and rising prices (31%) remain the leading financial pressures on spending habits.

Price Trumps All

Value is king in the current fast food economy. Among purchase drivers, “price & value” tops the list (39%), outpacing food quality (24%) and convenience (19%). Consumers are increasingly strategic in their purchases: 44% use loyalty rewards and 38% opt for value meals. With nearly a third eating out less as a conscious savings tactic, QSRs face intensifying pressure to deliver perceived value.

Online fast food ordering surged 41% YoY, yet online spend declined 3% overall - a signal that consumers are ordering less frequently online, but spending slightly more when they do. Over a quarter of fast food buyers now toggle between in-store and digital channels. However, in-store remains dominant, accounting for 69% of transactions, albeit down 8% from last year.

The Takeaway: Who’s Driving QSR Spend?

Fast food remains a staple for younger, lower-income consumers. Adults aged 25–44 make up the bulk of purchases, with Gen Z and Millennials accounting for 61% of the audience. Low-income households (<$50K) are the core base, and engagement is strongest in Southern regions, especially among Black and Hispanic consumers.

This is a clear signal that QSR brands must align more closely with evolving consumer priorities. Consumers are seeking smarter, more intentional ways to spend. The rise in omnichannel behavior, loyalty engagement, and value-driven decisions underscores the need for brands to meet customers where they are, both digitally and economically.