FAST FOOD

RESTAURANT
QUESTIONNAIRE

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 Please take your time and be sure to answer every question by circling your choice. All responses will remain strictly confidential.

1. Have you visited a fast-food restaurant during the past 3 months? 1. Yes 2. No

2. If you have . . .
How many times do you go to fast-food restaurants per month? 1. 11 or more
2. 8-10
3. 5-7
4. 2-4
5. 1 or under
If you havent, please go to question 136

Please rate how familiar you are with each of the following fast-food restaurants.
Not familiar Very familiar
with it at all with it

3. ARBYS 1 2 3 4 5
4. BOJANGLES 1 2 3 4 5
5. HARDEES 1 2 3 4 5
6. BURGER KING 1 2 3 4 5
7. CHECKERS 1 2 3 4 5
8. McDONALDS 1 2 3 4 5
9. WENDYS 1 2 3 4 5
10. WHITE CASTLE 1 2 3 4 5
11. KENTUCKY FRIED CHICKEN (KFC) 1 2 3 4 5
12. FIVE GUYS 1 2 3 4 5
13. SONIC 1 2 3 4 5
14. POPEYES 1 2 3 4 5
15. JACK-IN-THE-BOX 1 2 3 4 5

Please rate how important the following characteristics are to you in a fast-food restaurant.
Very Unimportant Neutral Important Very
unimportant Important
16. Speed of service 1 2 3 4 5
17. Variety of menu 1 2 3 4 5
18. Popularity with children 1 2 3 4 5
19. Cleanliness 1 2 3 4 5
20. Location convenience 1 2 3 4 5
21. Taste of food overall 1 2 3 4 5
22. Price 1 2 3 4 5
23. Having a drive-thru window 1 2 3 4 5
24. Friendliness of staff 1 2 3 4 5
25. Taste of French fries 1 2 3 4 5
26. Taste of hamburgers 1 2 3 4 5

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Please rate each fast-food restaurant on the following characteristics. Please give your opinion of every restaurant on
each characteristic, even if you have very limited knowledge of them.

TASTE OF FOOD
Very poor Poor Average Good Excellent
27. FIVE GUYS 1 2 3 4 5
28. JACK-IN-THE-BOX 1 2 3 4 5
29. BURGER KING 1 2 3 4 5
30. McDONALDS 1 2 3 4 5
31. WENDYS 1 2 3 4 5
32. SONIC 1 2 3 4 5

CLEANLINESS
Very Unclean Average Clean Very clean
unclean
33. FIVE GUYS 1 2 3 4 5
34. JACK-IN-THE-BOX 1 2 3 4 5
35. BURGER KING 1 2 3 4 5
36. McDONALDS 1 2 3 4 5
37. WENDYS 1 2 3 4 5
38. SONIC 1 2 3 4 5

LOCATION CONVENIENCE
Very Inconvenient Average Convenient Very
inconvenient convenient
39. FIVE GUYS 1 2 3 4 5
40. JACK-IN-THE-BOX 1 2 3 4 5
41. BURGER KING 1 2 3 4 5
42. McDONALDS 1 2 3 4 5
43. WENDYS 1 2 3 4 5
44. SONIC 1 2 3 4 5

PRICE
Very high- High- Average- Low- Very low-
priced priced Priced priced priced
menu menu menu menu menu
45. FIVE GUYS 1 2 3 4 5
46. JACK-IN-THE-BOX 1 2 3 4 5
47. BURGER KING 1 2 3 4 5
48. McDONALDS 1 2 3 4 5
49. WENDYS 1 2 3 4 5
50. SONIC 1 2 3 4 5

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 SPEED OF SERVICE
Very slow Slow Average Fast Very fast
service service speed of service service
service
51. FIVE GUYS 1 2 3 4 5
52. JACK-IN-THE-BOX 1 2 3 4 5
53. BURGER KING 1 2 3 4 5
54. McDONALDS 1 2 3 4 5
55. WENDYS 1 2 3 4 5
56. SONIC 1 2 3 4 5

POPULARITY WITH CHILDREN

Not popular Unpopular Average Popular Very popular
at all Popularity
57. FIVE GUYS 1 2 3 4 5
58. JACK-IN-THE-BOX 1 2 3 4 5
59. BURGER KING 1 2 3 4 5
60. McDONALDS 1 2 3 4 5
61. WENDYS 1 2 3 4 5
62. SONIC 1 2 3 4 5

VARIETY OF MENU
Very-small Small Average Large Very-large
variety variety variety variety variety
menu menu menu menu menu
63. FIVE GUYS 1 2 3 4 5
64. JACK-IN-THE-BOX 1 2 3 4 5
65. BURGER KING 1 2 3 4 5
66. McDONALDS 1 2 3 4 5
67. WENDYS 1 2 3 4 5
68. SONIC 1 2 3 4 5

Please indicate how much you agree or disagree with each statement.
Strongly Agree Neutral Disagree Strongly
Agree Disagree
69. When I eat out I go to a fast-food restaurant. 1 2 3 4 5
70. It is hard to get everyone to agree on where to eat. 1 2 3 4 5
71. My children like to eat where we (their parents) do. 1 2 3 4 5
(Leave blank if you have no children)
72. My children decide at which fast-food restaurant we eat. 1 2 3 4 5
(Leave blank if you have no children)
73. Eating healthy food is important to me. 1 2 3 4 5
74. The best way to judge a fast-food restaurant is by the 1 2 3 4 5
taste of the french fries.
75. All fast-food hamburgers taste the same. 1 2 3 4 5
76. I go to the same fast-food restaurant most of the time. 1 2 3 4 5
77. How a fast-food restaurant is decorated is important. 1 2 3 4 5
78. I prefer fries with sea salt than fries with regular salt. 1 2 3 4 5
79. It does not matter if a hamburger is pre-frozen. 1 2 3 4 5
80. When deciding where to eat, I think about which fast- 1 2 3 4 5
food restaurant has healthier food-choices.
81. Most of the time I order a salad as, or with, my meal. 1 2 3 4 5

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82. I go to fast-food restaurants more than I go to full- 1 2 3 4 5
service restaurants.
83. I am willing to pay more money for healthier foods. 1 2 3 4 5
84. I prefer fast-food restaurants that have a drive-thru 1 2 3 4 5
window.

Please indicate how often you go to a fast-food restaurant on the following occasions.
Very Very
When I go to a fast-food restaurant, rarely / frequently
never
85. I go for breakfast. 1 2 3 4 5
86. I go for lunch. 1 2 3 4 5
87. I go for a mid-afternoon snack. 1 2 3 4 5
88. I go for dinner. 1 2 3 4 5
89. I go for an evening snack. 1 2 3 4 5
90. I go on weekdays. 1 2 3 4 5
91. I go on weekends. 1 2 3 4 5
92. I go with friends. 1 2 3 4 5
93. I go by myself. 1 2 3 4 5
94. I go with members of my family. 1 2 3 4 5
95. I go when I am too busy to cook for others. 1 2 3 4 5
96. I go when I get a taste for something special. 1 2 3 4 5
97. I go after an evening out. 1 2 3 4 5
98. I go when Im traveling. 1 2 3 4 5
99. I go during a shopping trip. 1 2 3 4 5

100. I eat in the car. 1 2 3 4 5

101. I eat in the restaurant 1 2 3 4 5
102. I buy food to go. 1 2 3 4 5

On a scale of 1 (most preferred) to 6 (least preferred), please rank from 1-6 the following restaurants in terms of your
preference. Rank all six restaurants even if you have limited knowledge of them.

103. FIVE GUYS

104. JACK-IN-THE-BOX
105. BURGER KING
106. McDONALDS
107. WENDYS
108. SONIC

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Please indicate how likely it is that you would go to each of the following fast-food restaurants for dinner.
Very Very
unlikely likely
109. FIVE GUYS 1 2 3 4 5
110. McDONALDS 1 2 3 4 5
111. JACK-IN-THE-BOX 1 2 3 4 5
112. WENDYS 1 2 3 4 5
113. CHECKERS 1 2 3 4 5
114. BURGER KING 1 2 3 4 5
115. SONIC 1 2 3 4 5

How important do you consider each of the following as sources of information in choosing a fast-food restaurant? For
this section, please check one column for each source/item listed.
Information Obtained From Not Important source Somewhat important source of Important source of
of Information (1) Information (2) Information (3)
116. Television
117. Radio
118. Newspapers & Magazines
119. Word-of-Mouth
120. Facebook, Twitter, etc.
121. Friends & relatives
122. Co-workers

123. About how much do you spend per person for an average meal at a fast-food restaurant?
1. Less than $4.00 4. $8.00 to $10.00
2. $4.00 to $6.00 5. $10.00 to $12.00
3. $6.00 to $8.00 6. Over $12.00

124. Which item do you feel is the best buy in terms of giving the most value for your money?
1. Wendys Single Burger
2. McDonalds Quarter Pounder
3. Burger Kings Whopper

125. Have you visited Wendys during the past 3 months?

1. Yes
2. No
If no, please go to question 136 on the next page

126. About how often do you go to Wendys per month?

1. 11 or more
2. 8-10
3. 5-7
4. 2-4
5. 1 or less

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When you go to Wendys, do you usually (at least half the times you go) order the following items? (Please
indicate Yes or No for each item)
127. Single pound hamburger 1. Yes 2. No
128. Double pound hamburger 1. Yes 2. No
129. Triple pound hamburger 1. Yes 2. No
130. French fries 1. Yes 2. No
131. Chili 1. Yes 2. No
132. Frosty 1. Yes 2. No
133. Salad 1. Yes 2. No

Do you
134. usually (most of the time) use Wendys drive-thru 1. Yes 2. No
window service?
135. enjoy the opportunity at Wendy's to garnish your 1. Yes 2. No
hamburgers your own way?

DEMOGRAPHICS
136. Are you: 1. Single 2. Married/Living
with a partner

137. Are you: 1. Male 2. Female

138. How many children 15 years-old 0 1 2 3 4 5 6 more than 6; please

and under live in your home? specify____

If you have children 15 years-old and under in your home, please indicate how many children are of the following ages
139. Under 2 years 0 1 2 3 more than 3; please specify___
140. 2-5 0 1 2 3 more than 3; please specify___
141. 6-11 0 1 2 3 more than 3; please specify___
142. 12-15 0 1 2 3 more than 3; please specify___

143. Do you own or rent where you currently live?

1. Own 2. Rent

144. In what type of housing are you currently living?

1. House 2. Apartment 3. Duplex

145. Which of the following classifications comes closest to describing your current occupation?
1. Managerial 6. Homemaker
2. Skilled trade 7. Professional
3. General laborer 8. Student
4. Office worker 9. Retired
5. In the Military

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146. What is your highest level of education completed?
1. 11th grade or less 4. College graduate/Bachelors degree
2. High school graduate 5. Some graduate school
3. 1-3 years of college (or 6. Graduate degree or Professional degree.
technical school)

147. Please indicate your age.

1. Under 16 5. 46-55 9. 86 or older
2. 16-25 6. 56-65
3. 26-35 7. 66-75
4. 36-45 8. 76-85

148. Finally, please indicate your approximate total yearly household income (before taxes are taken out).
1. Less than or equal to $25,000 5. $70,001 - $85,000
2. $25,001 - $40,000 6. $85,001 - $100,000
3. $40,001 - $55,000 7. More than $100,000
4. $55,001 - $70,000 8. Dont wish to answer

Thank you for taking time to complete this questionnaire