Quick-service restaurant chains that are considering extending their hours to tap into consumer interest in late night dining need this special updated report. If you need to know who is dining late night, where they're going, how much they're spending and whether they'd patronize other chains if they extended their hours, then this report is a must have. Fielded in Q4 2007, Q3 2006 and Q1 2005, the report helps marketers spot directional trends over the past 3 years.
This special analysis examines dining occasions at fast-food restaurants that are open after 10 p.m. Because major fast-food chains recently have extended their hours in an effort to attract heavy QSR users and thereby add daily occasions, this report provides answers to important marketing questions.
Late night has become an attractive daypart for many chains as a way to generate incremental income with minimal additional cost. This report provides detailed feedback on user demographics, including a definition of heavy late night QSR users. Occasion information, including type of items eaten and amount spent, also are provided.
In October-December 2007, July-September 2006 and January-March 2005, Sandelman & Associates conducted telephone interviews with a nationally representative sample of 600 respondents who purchase food from fast-food and pizza restaurants at least once a month. Respondents were asked a series of special questions related to their purchase of fast-food items at fast-food restaurants after 10 p.m. in addition to basic awareness, usage and attribute measures. Those who do patronize QSR late at night were asked about the types of items and amount spent on their most recent late-night occasion, chains visited in the past three months, frequency of late-night dining occasions and visit likelihood.
The report includes a PowerPoint presentation of the findings with a bullet point summary of each key measure as well as an Executive Summary. It also includes Excel tables that detail all key data for each measure broken out by heaviness of QSR usage, chain types patronized in past month, gender and age. Slides and tables illustrate comparisons between the 2007, 2006 and 2005 results.
This report can be E-mailed as a PDF of a PowerPoint file or shipped in a spiral-bound format.
Price: $500
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