Taking treating to the next level – why QSR brands should be thinking beyond product

In a recent cross-market study in the US and UK, we explored how people experience and express “treating” today. What emerged was a rich and evolving emotional need state that QSR brands would be wise to pay attention to.
Treating is a response to feeling

Treating is common: around 70% of consumers say they have purchased a treat for someone else in the past week, while nearly 50% say they have treated themselves.

When asked what comes to mind when they think of treating, people describe far more than just food, snacks, dining out, or a box of chocolate. It’s about indulgence, kindness, health, and moments of joy. It’s not just a purchase. It’s a response to a feeling. And increasingly, those feelings are being shaped by the everyday stresses of modern life. When people feel drained, overextended, or like no one’s looking out for them, they’re craving relief, escape, and reward.

Consumers also mention specific brands that have earned a spot in this treating territory. In the UK, McDonald’s, Nando’s, Starbucks, Costa Coffee, and Biscoff consistently came up. In the US, it was Reese’s, Heineken, and Pepsi. These aren’t just food and beverage names—they’re shorthand for comfort, celebration, and everyday indulgence.

Treating runs deeper

The learning? Treating is emotional, and it runs deeper than the product into the brand experience. QSR brands are especially well poised to bring this experience to life in tangible, meaningful ways. And with 90% of consumers saying they have recently treated themselves with takeout or casual meals, the treating opportunity for QSR brands is significant.

The opportunity– it’s all about a cohesive brand experience

You may already be playing a bigger role in your customers’ emotional lives than you realise – and there’s an opportunity to harness this to build love and loyalty. Every coffee break, snack run, or Friday night takeaway can be more than a transaction—it can be a “treat moment.” Understanding your brand’s bigger role in treating, and weaving this into your customer experience strategy, is the key to unlocking this opportunity.