How do customers who spend $6.50+ at fast-food restaurants differ from those who spend under $4? How do over-$6.50 occasions differ from under-$4 occasions in terms of daypart, service mode and chain type usage? Sandelman can point you in the right direction.
Fast-Food Big Spenders (and Light Spenders) 2009 can help you optimize your menu pricing and promotion because you'll better understand how users and occasions differ by amount spent and which chains are most successful with the under-$4, $4 to $6.50 and $6.50+ spending segments.
Fast-Food Big Spenders (and Light Spenders) 2009 features the Top 10 markets for under-$4 purchases and the Top 10 markets for over-$6.50 occasions. The report also provides findings on the Top 5 chains for under-$4 purchases at breakfast, lunch, dinner and snack and the Top 5 chains for over-$6.50 visits at breakfast, lunch, dinner and snack.
The data included in this report was collected from nearly 100,000 Quick-Track respondents across 74 markets from Q1 2008 – Q1 2009.
As part of the Last Purchase Occasion section of the Quick-Track survey, respondents are asked several questions about their most recent purchase at a quick-service restaurant. The amount of money spent on the last occasion as well as the number of people in the party are used to calculate the amount spent per person on the last occasion.
For easy analysis, we separated respondents into these three segments by the amount spent per person:
Those who spent under $4 on their last occasion
Those who spent $4 to $6.50 on their last occasion, and
Those who spent over $6.50 on their last occasion
Findings are sliced by demographics, dayparts, service modes and chain types. The report includes a PowerPoint presentation of the findings with a bullet-point summary of each key measure. Slides include 5- and 10-year trends.
This report can be downloaded as a PDF file.
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