The profitability of quick service restaurants (QSR) is often linked to how effective they are at appealing to their frequent patrons. To keep these patrons returning for more meals, an operator should understand exactly what drives their behavior. New research reveals some of this information and points to ways that QSR owners can adjust their marketing tactics.
A detailed study carried out by GFKMRI on Sandelman Research data shows that frequent QSR patrons over-index in 3 categories when it comes to dining attitudes:
- They eat meals on the run.
- The don’t pay much attention to fat intake.
- They prefer picking up meals instead of cooking.
These attitudes are evident for visitors at burger chains, sandwich shops, chicken chains, Mexican chains and pizza chains. Because these consumers tend to eat on the run, they may make good targets for mobile marketing. And the study results suggest that patrons at some types of QSRs make better targets than others. For example, consider the wide range of answers when considering which frequent QSR patrons sign up for text ‘alerts’.
- Burger Chain: 160
- Chicken Chain: 190
- Sandwich Chain: 181
- Mexican Chain: 198
- Pizza Chain: 205
The average U.S. adult would score 100 with respect to signing up for text alerts. These findings show that all frequent QSR diners tend to enjoy text alerts more than the average consumer, but pizza chain aficionados make for a particularly strong target market.
Similarly, some frequent QSR diners are much more likely to respond to text ads:
- Burger Chain: 168
- Sandwich Chain: 168
- Chicken Chain: 219
- Pizza Chain: 236
- Mexican Chain: 265
Based on the results of this survey, QSR operators in the pizza and Mexican formats would do especially well when targeting their most frequent diners with mobile marketing campaigns.[Source: the Secret Sauce of Marketing to Frequent QSR Patrons. Gfkmri.com 2011. Web. 23 May 2011]