Why on-demand data is the best thing since McDonald’s french fries.

McDonald's french fries

🎵”Ba da ba ba ba!”🎵

I’m lovin’ it.

Now, tell me you’re not picturing a perfect little red box – full of yellow, salty, crunchy and chewy McDonald’s french fries. 

You’re not alone.

There’s a reason McDonald’s tops the fast food charts when it’s time to enjoy a little something savory. But, I bet you didn’t know …

Health nuts love Mickey D’s, too.

Just as much as you do. See, while fast food gets a bad rap for devilishly delicious dinners, it turns out the same people who consider themselves healthy, love those golden arches too. Take a look at the location intelligence.

% of consumers who visited McDonald's
Figure 1: Reach of healthy consumers’ foot traffic to McDonald’s.

Nearly half the healthy people who make up MFour Studio, that’s 550 million consumer journeys, hit McDonald’s at least two times after taking a survey. We tracked consumers’ location data right into those double doors, and while we didn’t peek at their orders, we uncovered a guilty pleasure.

Smell that?

It’s an opportunity. 

See, people may think McDonald’s fans aren’t physically active. But, with a little bit of on-demand data, you know better than that. You just unlocked a whole new target market.

Health nuts see McDonald’s as a treat. A great way to indulge, to live a little, and – as Emily in Paris finds out – maybe even try something new … like a McBaguette.1 These active buyers aren’t just randomly swinging by, they visit often. McDonald’s beats Taco Bell and Burger King.

Frequency of consumers' visitation to McDonald's
Figure 2: Frequency of healthy consumers’ visitation to McDonald’s.

Now what?

If you are in the quick-service restaurant (QSR) industry or have a similar target market to McDonald’s, it’s time to dig a little deeper in the behavior data. Talk to the same people who were in this survey. See what menu options they choose from, and what drives them to visit.

  • Is it after a workout?
  • Did they bring the kids to McDonald’s – or just do a little weekend treat?

Take the time to investigate.
Once you know more, you can zero in on the messaging that works best for your fitness-loving fast foodies – and anyone else. Cut away at the competition by learning more about your target market. After all, you can hit a higher income segment,2 just by doing a little research. On-demand data is the best way to bring in the big bucks for your business. Try out the most innovative SaaS market research platform, today.


  1. https://www.thrillist.com/news/nation/mcdonalds-emily-in-paris-meal-mcbaguette
  2. https://www.marketwatch.com/story/heres-how-much-being-unhealthy-will-cost-you-over-a-lifetime-2017-10-30#

By Theresa Bui

Reviewed by Sydney Lewis

Posted on January 24th, 2023

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