New research from L.E.K. Consulting shows that as quick service restaurant (QSR) brands try to stand out in a highly competitive market, only a select few are able to achieve broad appeal. Findings from the firm's survey of 1,300 consumers in the U.S. reveal that most fast food chains succeed with certain generations, only to fail within others. In addition to identifying broad trends, our research examines the impact that the critical Gen Y segment can have on QSR brands today and in the future. Gen Y consumers (ages 16-24) are a crucial spending force in the fast food industry, with nearly 20% of Millennials purchasing from a QSR almost every other day, according to L.E.K.'s new report. By contrast, less than half as many Baby Boomers visit QSRs as frequently. Gen Y is also the social generation, with more than 40% of them saying that their meal or snack selections are influenced by friends — twice the level of any other age group. "Our research shows that many QSR brands that perform well across the general population are falling short with Gen Y," said Alan Lewis, vice president in L.E.K. Consulting's Consumer Products Practice, in a news release.