Consumers are maddeningly fickle, switching up tastes on a dime under influence from the latest health craze or rage on social media. But dude, if you want predictability, look to the hungry young men of America.
They’re golden for the fast-food joints that have zeroed in on them with fat-crammed menus and ads aimed at the bro sweet spot. Exhibit A: Christopher Dan, a 25-year-old law student in Phoenix who’s a fan of Taco Bell, where he’ll load up on a cheesy potato burrito, a steak Chalupa and a Doritos Locos Taco. And four or five regular tacos. His only rule: Keep it under $12. (He’s certainly not counting calories, which in this case add up to about 1,800.)
“I want the salty greasiness, basically,” Dan said. “It’s kind of like, go big or go home.”
There are enough carnivorous under-30 males like him to keep sales humming at not only Taco Bell but Jack in the Box and Arby’s too. In what’s been a yearlong slump for the industry, they’re outperforming the likes of McDonald’s Corp., which has been touting — shudder — healthful and fresh fare including not-frozen beef patties, kale salads and antibiotic-free chicken.