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FoodBytes SEPTEMBER 2015

A TOPICAL TREND REPORT FROM

BRAND FINGERPRINTS DATASSENTIAL UNCOVERS THE DNA BEHIND AMERICA’S TOP RESTAURANT CHAINS


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…a set of factors that determine who its customers are and why they visit. Like the wealth of information found within the intricacies of a fingerprint, Datassential’s BrandFingerprints provides you with an in-depth consumer analysis of top chains. BrandFingerprints covers 131 top restaurant chains, ranging from national chains like McDonald’s to regional chains like Zaxby’s (98% of its units are located in the Southern United States).We dive deep into the DNA of each chain, analyzing hundreds of performance metrics, from menu category appeal to visitation frequency to occasion appeal and beyond, to uncover a chain’s true strengths and weaknesses. Are a chain’s customers likely to recommend the brand to a friend or family member? Do most consumers visit for breakfast, lunch, or dinner? Do they consider the brand to be modern or old-fashioned? In this month's FoodBytes we give you a peek at five chains covered by BrandFingerprints – quick-service burger restaurant, McDonald’s; fast-casual Chipotle; family-dining restaurant, Denny’s; casual operator, Chili’s; and upper-casual chain, The Cheesecake Factory. This is just a tiny sample of the data we have on each chain, and it’s only a glimpse of how you can leverage the insights provided in each BrandFingerprints report. In fact, BrandFingerprints lets you easily compare chains against competitors, benchmark a chain against both the segment and overall demographics (including Millennials), and even download presentation-ready decks on the brands that matter to you. Take a look at all that BrandFingerprints has to offer, and for more information, contact Dave Jenkins at 847-903-5744 or [email protected].

EVERY BRAND HAS A UNIQUE FINGERPRINT...



OF MCDONALD’S VISITS WERE DUE TO THE CHAIN HAVING A CONVENIENT LOCATION

MCDONALD’S SEGMENT: QSR UNITS: 14,157 HEADQUARTERS: OAKBROOK, IL

61%

VISIT MOTIVATION

MOST MCDONALD’S VISITORS FREQUENT THE CHAIN ONCE EVERY 2-3 MONTHS

2-3 VISITATION FREQUENCY

OF CONSUMERS MENTION MCDONALD’S WHEN THINKING ABOUT BREAKFAST AT A LIMITED SERVICE RESTAURANT. NEXT MONTH THE BRAND WILL BEGIN OFFERING ALL-DAY BREAKFAST.

71%

FOOD MINDSHARE

OF MCDONALD’S CONSUMERS RATE THE CHAIN’S DOLLAR/VALUE MENU HIGHLY

53%

VALUE PROPOSITION



CHIPOTLE SEGMENT: FAST CASUAL UNITS: 1,615 HEADQUARTERS: DENVER, CO

OF CHIPOTLE VISITORS GO TO THE CHAIN FOR DINNER

53%

DAYPART DISTRIBUTION

OF CHIPOTLE CONSUMERS CONSIDER THE CHAIN TO BE “MODERN & CONTEMPORARY” – THE HIGHEST RANKED CHAIN IN BRANDFINGERPRINTS

89%

BRAND PERSONALITY

OF CHIPOTLE VISITORS GO TO CHIPOTLE DUE TO A CRAVING FOR A SPECIFIC FOOD

51%

VISIT MOTIVATIONS

OF CHIPOTLE CONSUMERS VISITED FOR A FULL MEAL (VS. A SNACK OR BEVERAGE ONLY)

95%

TYPE OF VISIT



DENNY’S SEGMENT: MIDSCALE UNITS: 1,595 HEADQUARTERS: SPARTANBURG, SC

OF DENNY’S CONSUMERS CONSIDER THE CHAIN “CLASSIC & TIMELESS”

60%

BRAND PERSONALITY

OF DENNY’S VISITS OCCUR DURING THE MORNING, WHILE 33% OF VISITS ARE FOR DINNER

34%

DAYPART DISTRIBUTION

DENNY’S CONSUMERS RANK THE CHAIN’S BURGERS AND DESSERTS HIGHEST – NEARLY HALF SAID THEY WERE “EXCELLENT” OR “VERY GOOD”

48%

MENU CATEGORIES

OF DENNY’S CONSUMERS SAY THE MENU IS WELL-ORGANIZED

58%

MENU APPEAL



CHILI’S SEGMENT: CASUAL UNITS: 1,255 HEADQUARTERS: DALLAS, TX

OF CHILI’S VISITS WERE PLANNED IN ADVANCE

41%

REASONS FOR VISITING

OF CHILI’S CONSUMERS PERCEIVE THE BRAND AS “CASUAL AND FUN”

70%

SEGMENT PERCEPTION

OF CONSUMERS MENTION CHILI’S WHEN THINKING ABOUT A FULL SERVICE RESTAURANT WITH GREAT APPETIZERS

31%

FOOD MINDSHARE

OF CHILI’S CONSUMERS SAY THE STAFF IS HELPFUL AND FRIENDLY

60%

CUSTOMER EXPERIENCE



THE CHEESECAKE FACTORY

SEGMENT: UPPER CASUAL UNITS: 175 HEADQUARTERS: CALABASAS HILLS, CA

OF CHEESECAKE FACTORY CONSUMERS RANK THE CHAIN’S DESSERTS HIGHLY

87%

MENU CATEGORIES

OF CHEESECAKE FACTORY CONSUMERS ARE LIKELY TO RECOMMEND THE CHAIN TO FRIENDS AND FAMILY

57%

PROMOTER

THE CHEESECAKE FACTORY SCORED THE HIGHEST ON ALL THREE SATISFACTION MEGA ATTRIBUTES AMONG THOSE WHO VISITED IN THE PAST YEAR – FOOD QUALITY (73%), SERVICE (67%), AND AMBIANCE (72%)

72%

SATISFACTION ATTRIBUTES

OF RECENT CHEESECAKE FACTORY VISITORS VISITED THE CHAIN ONCE EVERY SIX MONTHS

28%

VISITATION FREQUENCY

67% 73%



• A&W • Applebee’s • Arby’s • Au Bon Pain • Auntie Anne’s • Baja Fresh • Baskin-Robbins • Beef O’Bradys • BJ’s • Blimpie • Bob Evans • Bojangles’ • Bonefish Grill • Boston Market • Bruegger’s • Buffalo Wild Wings • Burger King • California Pizza Kitchen • Captain D’s • Caribou Coffee • Carl’s Jr. • Carrabba’s • Charley’s • Checks • Cheddar’s • Cheesecake Factory • Chick-Fil-A • Chili’s • Chipotle • Chuck E Cheese • Church’s • Cici’s Pizza • Cinnabon • Cold Stone Creamery • Corner Bakery • Cracker Barrel • Culver’s • Dairy Queen • Del Taco • Denny’s • Dickey’s • Domino’s • Dunkin Donuts • Einstein Brothers

• El Pollo Loco • Famous Dave’s • Fazoli’s • Firehouse Subs • Five Guys • Friendly’s • Godfather’s Pizza • Golden Corral • Hardee’s • Hometown Buffet • Hooters • Huddle House • Hungry Howie’s • IHOP • In-N-Out Burger • Jack in the Box • Jamba Juice • Jason’s Deli • Jersey Mike’s • Jimmy John’s • Joe’s Crab Shack • Johnny Rockets • KFC • Krispy Kreme • Krystal • Little Caesar’s • Logan’s • Long John Silver’s • Longhorn Steakhouse • McAlister’s • McDonald’s • Moe’s • Macaroni Grill • Noah’s • Noodles & Co. • O’Charley’s • Old Country • Olive Garden • On the Border • Outback • P.F. Chang’s • Panda Express • Panera Bread • Papa John’s

• Papa Murphy’s • Pei Wei • Perkins • Pizza Hut • Popeye’s • Port of Subs • Potbelly • Qdoba • Quizno’s • Raising Cane’s • Rally’s • Red Lobster • Red Robin • Rita’s Ice • Round Table • Rubio’s • Ruby Tuesday • Ryan’s Buffet • Sbarro • Schlotzsky’s • Shoney’s • Sizzler • Smashburger • Sonic • Starbucks • Steak ‘n Shake • Subway • Taco Bell • Taco John’s • TCBY • Texas Roadhouse • TGI Friday’s • Tim Hortons • Togo’s • Tropical Smoothie • Waffle House • Wendy’s • Whataburger • Which Which • White Castle • Wienerschnitzel • Wingstop • Zaxby’s

This is a small taste of the data available in BrandFingerprints. In fact, you’ll find over 100 performance metrics for over 100 top chains. Which occasions are consumers likely to visit a chain for? Are a chain’s consumers more likely to be foodies or basic eaters? What are the opportunities a chain should target? And, of course, we break down a chain’s demographics to truly understand who is visiting the brand. We even uncover competitive crossovers – the other brands that a chain’s customers are also likely to eat at. To dive into BrandFingerprints, contact Dave Jenkins at 847-903-5744 or [email protected].

A SMALL TASTE

FoodBytes


FoodBytes FoodBytes SEPTEMBER 2015

TRENDSPOTTING REPORTS TOPICS COVERED IN LAST MONTH’S

DINE AROUND In the August issue of Dine Around we took you on an immersion tour of Philadelphia, PA, one of the country’s hottest new dining destinations. We explored a vibrant food scene complete with several award-winning Italian restaurants (Philly is home to the country’s second-largest population of Italian-Americans), a vegan restaurant serving up some of the country’s best dishes, and a Mediterranean restaurant serving a full menu of hummus.

UPCOMING: We travel to Napa Valley, the region in California known for wine production.

ON THE MENU

In the August issue of On the Menu, we got a taste of Italy with affogato and Calabrian peppers; discovered the sunchoke, a root vegetable that can be used in place of potatoes; and we also looked at how operators are using pastrami, bourbon, and feta cheese. In our coverage of top chains and LTOs, we showcased some of the summer’s hottest new menu offerings. UPCOMING: We cover absinthe, miso, fennel, savory oatmeal, pomegranate, and more.

CREATIVE CONCEPTS In Creative Concepts, we looked at some of the country’s most innovative college foodservice programs that are pioneering the industry’s latest trends. College food is no longer what it used to be – dining halls across the country are serving freshly-made, fully-customizable foods that cater to every students’ diet or appetite. This issue also contains tons of consumer data tested only with younger Millennials (ages 18-24). UPCOMING: We check out the next-generation of fried chicken restaurants.

WORLD BITES Last month, World Bites traveled to Cuba, a country that recently restored diplomatic relations with the U.S. With travel restrictions lifted, all eyes are suddenly on Cuba and its variety of cuisines. We looked at dishes that have found a foothold in the U.S., such as the Cuban sandwich or mojito, and also explored lesser-known dishes that can find a natural fit on U.S. menus, like cafecito coffee and mojo sauce. UPCOMING: Next month we dig into Ethiopian cuisine.

INTERNATIONAL CONCEPTS August’s issue of International Concepts took you to the United Arab Emirates, a small country in the middle of the Middle Eastern desert. The area has been one of the fastest-growing regions in recent years – Euromonitor International expects the number of food and beverage outlets here to eclipse 19,000 by 2019 (there were just over 6,000 at the end of last year). We checked out operators serving everything from camel milk to falafels. UPCOMING: We discover the dining scene in Russia.

NEVER MISS OUT ON A TREND! Contact Maeve Webster at 312-655-0596 or [email protected] to subscribe.

STAY IN-THE-KNOW ON THE LATEST TRENDS WITH

REPORTS FROM

ON THE MENU analyzes flavor and ingredient trends from across the trend cycle, from consumer awareness and interest to menu examples that put trends into context. Plus, we gather and examine important LTOs and new menu items from chains across the country.

WORLD BITES brings you authentic dishes and ingredients from around the globe, each one packed with consumer survey data and U.S. menu examples – a must for product ideation, menu development, and marketing.

CREATIVE CONCEPTS makes it easy to understand how hot flavors, ingredients, and concepts fit into overall industry trends. Each month takes you across the country and into the establishments that are defining the industry.

DINE AROUND takes you on a TrendSpotting tour of a city or neighborhood, so you are always in-the-know on local food trends and how they fit into the overall food landscape, all combined with Datassential’s industry-leading market research tools, including MenuTrends and Firefly.

INTERNATIONAL CONCEPTS, our newest TrendSpotting Report, highlights chain activity around the world – these are the in-demand, up-and-coming flavors, concepts, and trends that are often adapted for the U.S. market.

To begin your TrendSpotting subscription, contact Datassential Senior

Director Maeve Webster at 312-655-0596 or [email protected].

Datassential’s TrendSpotting Reports combine the art of spotting food trends with the science of market research, so you are always up-to-date on the trends that matter to your business, from ideation to marketing to competitive analysis. And, by subscribing to the full TrendSpotting package, you’ll put it all into context by understanding the overall trend landscape, from sauces to spices, carriers to proteins, beverages to desserts.

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SOMETHING FOR EVERY IDEATION

AND MARKETING NEED.

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A MAJORITY OF CONSUMERS SAY

THEIR TASTES ARE SHAPED BY

THEIR RESTAURANT EXPERIENCES

What’s happening on the menu today can

be a leading indicator of tomorrow’s food

trends.

Datassential MenuTrends is the industry’s largest menu data set with the longest historic trend record, plus the ability to search millions of dishes from over 100,000 menus. Because the database is designed to mirror the US restaurant census by segment, region, and menu type, MenuTrends is the only system that offers true projectable data. All segments and cuisine types are tracked extensively – from food trucks to fine dining. MenuTrends INSIDER is also updated every month with Limited Time Offers (LTOs) and other new menu activity, with product photos that bring the listings to life. And with thousands of ready-to-use reports and simple trend detection tools, you can jump right into the database, identifying, measuring, and predicting the food and flavor trends that matter to your business. Call us today to begin using the food industry’s authoritative resource for flavor trends.

Call Jana Mann at 312-655-0595 or email [email protected].

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