C465Fall2012-14-Oct-5

Visit 107xsmo 78 get treats and food on the same visit

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Unformatted text preview: xs/mo. 70% get food and treats on the same visit to Brand X. 60% bring kids. EmoOonal: Desire to saOsfy a food craving. RaOonal: Want great tasOng food. Big porOons. Low price. Fast service. Open late. 5 10/5/12 Treat Cravers: “I look for places with lower fat count like Subway. Being a normal human being, there has to be a step off the wagon. My step off is usually ice cream.” 97% QSR 75% 72% Brand X 57% 40% 40% Treats Burgers Chicken Skews women 35+ Customer Profile: Brand X is brand “for me”; Subway is #2, Wendy’s #3. To connect, brand must be “friendly”, “trustworthy” and “fun”. Visit 1.07xs/mo. 78% get treats and food on the same visit to Brand X. 43% bring kids. EmoOonal: Desire to saOsfy a “sweet” craving. Important for brand to reflect who they are - - share their...
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This document was uploaded on 01/14/2014.

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