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1、The Lean:QSR Insights Brief-Vol.3|October 2022|1VOLUME 3|OCT 2022QSR Insights BriefReal-world behavior.Real business results.The LeanThe Lean:QSR Insights Brief-Vol.3|October 2022|21Revenue Management SolutionsBetween professional careers and personal lives,we understand that there is very little ti
2、me left to read drawn out whitepapers.This is why we created The Lean meaning-ful marketing insights that help brands make strategic decisions about their marketing campaigns.Specifically designed for easy consumption and quick reference,each issue of The Lean applies offline behavioral data filters
3、 and other industry sources to current consumer trends to help understand the impact they are having on business outcomes such as visits and sales.GroundTruth data is sourced from the 30 billion annual global visits observed on its platform.All data is anonymized and aggregated.About The LeanOvervie
4、wThe monthly average price has grown by double digits(+16.3%)while basket size has decreased(-5.3%)1.QSRs may also be benefiting from higher food costs,as QSR goers weigh the financial benefits between going out and eating at home.While QSR and Grocery Store foot traffic has followed a similar trend
5、 over the last several months,QSRs did experience slightly higher visitation rates than grocery stores during recent months.Climbing inflation,low visitation rate,and increasing business costs are compounding a period of slow growth rates for the QSR market.Despite the challenges and decrease in foo
6、t traffic,the QSR industry has maintained some positive revenues this year through higher prices and menu changes.In the latest volume of The Lean:QSR insights report,we spotlight top QSR audiences,foot traffic trends between grocery store shoppers and QSR diners,and break out the market share acros
7、s breakfast and late-night dining.We also rank brand loyalty among the top QSR brands and identify the brands impacted by audience switchers.We share how QSR marketers can turn their traditional seasonal strategies into performance-driven campaigns that generate real business results.Performance Mar
8、keting Continues to be Important to Business Growth The Lean:QSR Insights Brief-Vol.3|October 2022|3QSR Category Highlights34QSRs are battling for on-the-go breakfast customers while also competing for late night snack customers Remaining competitive and establishing brand loyalty in a crowded marke
9、t is becoming increasingly importantCustomers are teetering between eating out&cooking at home as the increase in food prices affect menu prices and grocery bills12While QSR brands may be seeing an increase in revenue,it is not due to a rise in foot traffic to their brick-and-mortar storesThe Lean:Q
10、SR Insights Brief-Vol.3|October 2022|4At A Glance:QSR Category Snapshot WESTMIDWESTSOUTHNORTHEASTNortheastMidwestSouthWest12.1%30.3%40.4%17.2%SHARE OF QSR FOOT TRAFFIC,BY REGION(Normalized by Population)TOP 10 FAST FOOD AUDIENCES+22%Veterans and Military+18%Recent Auto Repair Visitors+16%Young Profe
11、ssionalsYoung Drivers+14%+13%Car Owners+12%Convenience ShoppersDepartment ShoppersWorking Moms+12%+11%+10%+8%Discount ShoppersGrocery Shoppersmore likely than average to be Grocery Shoppers8%22%more likely than average to be Discount Shoppers Fast Food ShoppersThe Lean:QSR Insights Brief-Vol.3|Octob
12、er 2022|5Customers Are Teetering Between Eating Out&Staying InThis leaves an opportunity for restaurants to encourage customers to eat out by providing limited time offers for cautious,value-driven customersQSR VS.GROCERY FOOT TRAFFIC(Indexed,2022)12-Jul601008012024-Jul07-Aug21-Aug04-Sep18-SepGROCER
13、YQSRFoot traffic to Grocery Stores was as much as 28%higher than QSRs on Sundays in August as parents prepare for back-to-school lunchesThe Lean:QSR Insights Brief-Vol.3|October 2022|6Breakfast&Late Night Competition Ramps UpQSRs are battling for on-the-go breakfast customers while also competing fo
14、r late night snack customers Morning5%Late Night12%8%7%5%35%QSR BRANDS SHARE OF FOOT TRAFFIC,BY DAYPART6%7%9%41%McDonalds gained 1%share in the Morning Daypart from June to August,while losing 2%share in the Late Night hours.Taco Bell didnt coin the term“The Fourth Meal”for nothing-they come in at#2
15、 for late night eats.The Lean:QSR Insights Brief-Vol.3|October 2022|7Remaining Competitive In A Crowded Market Is Becoming Increasingly ImportantMost QSR brands have a high percentage of shared visitors,making it increasingly important to keep customers loyal to your brandAvg%of Overlap21%26%29%29%3
16、0%31%31%Taco Bell and Sonic have the least loyal customers with an average of 31%who visit other major QSRs MCDONALDSSUBWAYCHICK-FIL-ABURGER KINGWENDYSTACO BELLSONIC DRIVE-INMCDONALDSSUBWAYCHICK-FIL-ABURGER KINGWENDYSTACO BELLSONIC DRIVE-IN59%57%58%55%62%58%29%34%32%34%36%34%21%26%29%22%26%22%20%25%
17、20%21%21%25%21%26%24%23%28%27%24%30%28%31%26%29%16%18%21%17%21%16%OF SHARED VISITORSLOW OVERLAPHIGH OVERLAP1 BIA/KelseyRepeat customers spend 67%more than new customers1The Lean:QSR Insights Brief-Vol.3|October 2022|8Chick-fil-A lost 15%of customers to Burger King and 12%to WendysChurn Was High This
18、 Summer As Customers Try LTOs From Many Different BrandsSubway and Burger King gained the most customers from other QSR brands this summerTOTAL%OF CUSTOMERS GAINED/LOST+10%Burger King(Feb.-Apr.22 vs May-Jul.22)+10%Wendys+7%Taco BellChick-fil-A+6%-3%McDonalds-10%SubwaySubway gained 29%of McDonalds cu
19、stomers and 9%of Taco Bells+29%+9%+15%+12%The Lean:QSR Insights Brief-Vol.3|October 2022|9Looking ForwardSeasonal weather changes create shifts in consumer dining behaviors.Do you know where your customers are dining?Your competitors are probably courting them!Who doesnt like a great deal?!Early ris
20、ers or late-night snackers make sure you know who you are reaching with your daypart strategy.Increase traffic to your locations during specific mealtimes using custom audiences to reach heavy Breakfast,Lunch,Dinner,and Late-Night diners.You can even reach competitor daypart audiences to help gain m
21、arket share.Transitioning from summer vacations to hectic school and office schedules can be a good time to promote new limited-time offers(LTOs),especially during the upcoming fall/winter seasons.Increased curbside pick-up due to cooler temperatures can turn these key marketing initiatives into sig
22、nificant revenue increases by reaching the right audiences.Drive awareness of LTOs and acquire new customers by targeting compet-itive loyalists as well.Fast food customers are also 22%more likely to be discount shoppers.According to GroundTruth vis-itation trends,these deal seekers are willing to g
23、o to different QSRs to find the best prices,which can compromise your customer brand loyalty.Reach bud-get-conscious customers with reward-based coupons by tapping into behavioral audience targeting to identify customers who visit locations like off-price retailers or fast food restaurants.Understan
24、ding brand overlap&churn can help slow churn and drive new,loyal customer growth.Real-time tactics like proximity targeting influence impulse visits by targeting consumers near your locations,regardless of their brand preferences.The Lean:QSR Insights Brief-Vol.3|October 2022|10Questions?CONTACT USTimely Consumer Insights for Marketersgroundtruthco