Authored by Rachel Buss, VP, Strategic Insights at Curion
In her latest QSR Magazine article, Curion’s Rachel Buss discusses the rising tension as fast food sauces hit grocery shelves, challenging what brand loyalty means in today’s market. As grocery aisles begin to mirror drive-thru menus, restaurant brands face a strategic decision: stay exclusive, or meet consumers where they shop.
Key Takeaways:
Curion’s data indicates that 74% of consumers are buying fast-food items at the grocery store, but only 18% are loyal to the originals.
Private label “dupes” are gaining market share, thanks to lower prices and surprisingly good taste.
Signature sauces carry emotional weight, with Gen Z diners going out of their way to try them, and 1 in 4 bringing their own to restaurants.
Going retail can expand reach but risks brand dilution, copycat threats, and loss of exclusivity.
Sauces are a powerful assets in driving loyalty and curiosity across both QSR and retail.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
