Who wins the value game? Understanding the perceived value of leading quick-service restaurants and its impact on purchase intentions

Purpose This research examines consumers’ perceived value of the top ten quick-service restaurant (QSR) brands in the United States with the dual aim of identifying significant differences in perceived value among these brands and investigating the effects of perceived value on consumers’ purchase intentions. Design/methodology/approach An online survey of 332 individuals was conducted, and MANOVA and multiple regression analysis were performed to test the hypotheses. Findings The study identified Chick-fil-A as the brand with the highest overall perceived value in the industry, followed by Chipotle and McDonald’s. The results also reveal significant differences in consumers’ perceived value among top QSR brands. Furthermore, this research establishes significant correlations between all five perceived service value dimensions (i.e. quality, emotional response, monetary price, behavioral price and reputation) and consumers’ purchase intentions, with emotional response displaying the greatest impact and behavioral price the least. Originality/value This study is among the first to explore the perceived value of leading QSR brands using a multidimensional framework. It also highlights the significance of analyzing each brand individually, demonstrating how the impact of perceived value dimensions on purchase intention varies by brand.