As the Big Mac celebrates its 50th anniversary this month, Mintel’s global analysts assess how fast food has evolved over the last half-century across the US, the UK and Asia.

In the US, the annalists expect that, as diners continue to be surrounded with convenient dining options, value is going to become more important than ever, signaling the need for QSRs to prove not only that they offer the best value, but also a high quality meal.

According to a press release, technology will continue to evolve in the restaurant space, as we expect to see more kiosk and mobile ordering, and delivery improvements. More than half of diners (51%) agree QSRs should offer mobile apps for ordering food, and more than one in five (15%) want to see more kiosk ordering. Yum Brands recently partnered with Grubhub, while McDonald’s offers delivery via UberEATS. Online ordering and delivery can help operators reach a wider audience of diners, as well as reach diners across multiple dayparts, including the less popular afternoon and evening occasions.

In the UK, with more people travelling abroad, they’re being exposed to new cuisines and this will have a big impact on future dining experience. Two-thirds (66%) of eat-in/takeaway consumers say they look for food they’ve tried while on holiday, particularly those aged 28-37 (74%).

As nearly six in ten diners say they’re eating more vegetables than they did a year ago, we’ll see fast food operators offer more flexitarian options. This is especially appealing to young diners, who are driving the boom in flexitarianism.

In Asia, accessibility and speed will still take precedence due to traffic issues and a faster pace of life. In fact, the top concerns for Chinese fast food diners today are “waiting too long to order food” (39%) and “waiting too long to get food” (38%).

Some fast food brands have already tapped into this by providing pre-order services through mobile apps, self-order machines in-store, and cashless mobile and facial payment. Mintel expects more technological innovations to be applied to the fast food sector and help guarantee a more pleasant dining experience.

Looking ahead, healthier options will appeal to more consumers as they are not easily accessible from local stall options. We’ll see vegan and natural ingredients experience a stronger penetration in the fast food market in the years to come.