QSR and Fast Casual Competition Benchmark / Feb. 2017 Website: http://www.sense360.com Share the knowledge: 1
contents How To Use This Report 3 National Benchmarks Executive Summary (Premium) Share of Visits Score Frequency Score Loyalty Score Brand Draw Score Personalized Analysis (Premium) 4 6 8 10 DMA Benchmarks (Premium) Los Angeles (Sneak Peek) DallasFt. Worth Chicago Philadelphia Permeal Benchmarks (Premium) Breakfast Lunch Dinner Latenight Appendix The Sense360 Methodology 14 Competitive Set 15 2
How To Use This Report Sense360 is an insights firm with a panel of over 2 million anonymous consumers and data on more than 150 million consumer trips per month. By understanding the visits and journeys of millions of people in the realworld, we are able to provide restaurants and retailers with detailed competitive and consumer insights. Below is a description of the performance metrics measured in this report: Share of Visits Score This score is a direct measurement of the percentage of all QSR Visits garnered by the specified brand. Frequency Score This score is a measurement of how many times the average customer visits the specified brand per month. A score of 1.0 means that guests visit a brand 1 time per month. Loyalty Score This score measures customers commitment to a brand vs. the QSR category. In other words, if a customer visits QSR Brand [x], what percentage of that customer s visits does Brand [x] account for vs. the rest of the QSR category. Brand Draw Score This score is essentially a localized Share of Visits that helps you understand what percentage of QSR visits within 0.5 miles of a brand s locations were to that specific brand. This helps you understand the ability of a brand to draw customers who are within close proximity of one of its locations. 888.531.9198 3 3
National Share of Visits Score Measures the percentage of total Visits per brand across the USA during Feb 2017. We observed 5,000 Visits for each of the following restaurants. Brand / Visit Share 1 McDonald's 2 Starbucks 17.5% 10.8% 3 Subway 7.9% 4 Taco Bell 5 Wendy's 6 ChickfilA 7 King 5.4% 4.6% 4.4% 4.3% Sonic DriveIn 8 3.1% Dunkin' Donuts 9 3.0% 10 Arby's 11 KFC 12 13 14 15 2.7% 2.6% Carl's Jr. / Hardee's 2.1% Jack in the Box 2.0% Dairy Queen 1.9% Chipotle 1.3% Brand / Visit Share 16 Whataburger 17 Panera Bread 1.3% 1.1% Panda Express 18 1.0% Steak 'n Shake 19 0.9% 20 Zaxby's 21 Jersey Mike's 22 Popeyes 0.9% 0.9% 0.9% Firehouse Subs 23 0.9% 24 Culver's 25 Bojangles' 26 InNOut 27 Quiznos 28 Jimmy John's 29 Jamba Juice 30 Einstein Bros 0.8% 0.8% 0.7% 0.7% 0.7% 0.6% 0.6% Visit Share measures the percentage of all QSR Visits garnered by the specified brand. measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k visits for that brand for both months. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 4 4
National Share of Visits Score Measures the percentage of total Visits per brand across the USA during Feb 2017. We observed 5,000 Visits for each of the following restaurants. Brand / Visit Share 31 32 33 34 Del Taco 0.6% Checkers / Rally's 0.5% Smoothie King 0.5% Long John Silver's 0.5% 35 Five Guys 36 Tim Hortons 0.5% 0.4% 37 Captain D's 38 Qdoba 39 Church's 40 41 42 43 44 45 0.4% 0.4% 0.4% Boston Market 0.4% El Pollo Loco Moe's Southwest Tropical Smoothie Cafe Krispy Kreme Raising Cane's 46 Brand / Visit Share Blimpie Braum's Ice Cream 47 48 Taco Cabana 49 White Castle 50 Schlotzsky's 51 Krystal Bruegger's Bagels 52 53 Wingstop 54 Taco John's 55 TCBY 56 Noodles & Co. 57 Jason's Deli 58 WingStreet The Bean 59 60 Togo's Visit Share measures the percentage of all QSR Visits garnered by the specified brand. measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k visits for that brand for both months. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 5 5
National Frequency Score Measures the frequency with which the average customer visited each brand during Feb. 2017. We observed 5,000 Visits for each of the following restaurants. Brand / Freq. 1 McDonald's 2 Starbucks 3 Tim Hortons 2.07 1.92 1.85 Sonic DriveIn 4 1.76 Dunkin' Donuts 5 1.75 6 Whataburger 7 ChickfilA 1.74 1.72 8 Bojangles' 9 Subway 1.69 1.67 Jack in the Box 10 1.60 11 Taco Bell 1.56 Carl's Jr. / Hardee's 12 1.56 13 Del Taco 1.56 The Bean 14 1.56 15 Blimpie 1.54 16 Brand / Freq. Einstein Bros 1.54 Tropical Smoothie Cafe 17 1.52 18 Smoothie King 1.52 Bruegger's Bagels 19 1.52 20 Wendy's 21 Jamba Juice 22 King 1.52 1.52 1.51 Braum's Ice Cream 23 1.51 24 El Pollo Loco 25 Zaxby's 26 Culver's 27 Quiznos 28 Togo's 29 TCBY 30 Taco John's 1.50 1.50 1.49 1.48 1.48 1.47 1.47 Frequency easures the average number of times each guest visits a brand per month. 2.0 2x p/month.1.5 1.5x p/month. measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k visits for that brand for two months in a row. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 6 6
National Frequency Score Measures the frequency with which the average customer visited each brand during Feb. 2017. We observed 5,000 Visits for each of the following restaurants. Brand / Freq. Moe's Southwest 31 1.46 32 Taco Cabana 33 Dairy Queen 1.46 1.46 34 Krystal 35 Jersey Mike's 1.46 1.45 36 WingStreet 37 Arby's 38 InNOut 39 Steak 'n Shake 1.45 1.44 1.43 1.43 40 White Castle 1.43 41 KFC 1.43 42 Panera Bread 43 Chipotle 1.43 1.42 Church's 44 1.42 Firehouse Subs 45 1.41 Brand / Freq. 46 Popeyes 47 Captain D's 48 Qdoba 1.40 1.40 1.40 Checkers / Rally's 49 1.39 50 Jimmy John's 1.39 Panda Express 51 1.39 52 Jason's Deli 53 Wingstop 1.38 1.37 Raising Cane's 54 1.37 55 Noodles & Co. 1.36 Long John Silver's 56 1.36 Boston Market 57 1.35 58 Schlotzsky's 59 Five Guys 60 Krispy Kreme 1.35 1.33 1.29 Frequency easures the average number of times each guest visits a brand per month. 2.0 2x p/month.1.5 1.5x p/month. measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k visits for that brand for two months in a row. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 7 7
National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during Feb 2017. We observed 5,000 Visits for each of the following restaurants. Brand / Loyalty 1 McDonald's 2 Starbucks 36.2% 35.6% Dunkin' Donuts 3 33.9% 4 Tim Hortons 5 Subway 33.3% 29.8% Bruegger's Bagels 6 28.3% 7 Culver's 8 ChickfilA 27.7% 27.6% Sonic DriveIn 9 27.4% 10 Taco John's 11 Whataburger 27.0% 26.2% Tropical Smoothie Cafe 12 26.2% 13 Einstein Bros 14 Blimpie 25.8% 25.8% 15 Panera Bread 25.8% 16 Brand / Loyalty The Bean 25.5% 17 Taco Bell 18 Jamba Juice 19 King 20 Wendy's 21 Chipotle 22 Smoothie King 23 Dairy Queen 24 Noodles & Co. 25 Qdoba 25.5% 25.4% 25.3% 25.1% 24.9% 24.9% 24.8% 24.8% 24.7% Moe's Southwest 26 24.6% 27 Quiznos 24.5% Jack in the Box 28 24.4% 29 TCBY 24.4% 30 Bojangles' 24.4% Loyalty measures the percentage of all QSR Visits garnered by the specified brand but limited to only those customers who visited the specified brand at least once. measures a brand against the prior promo period. In order to measure trends, we must have observed 5k visits for that brand for both periods. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 8 8
National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during Feb 2017. We observed 5,000 Visits for each of the following restaurants. Brand / Visit Share 31 Jersey Mike's 32 Jimmy John's 24.3% 24.1% Carl's Jr. / Hardee's 33 23.9% 34 InNOut 23.8% 35 Five Guys 23.7% 36 Arby's 23.3% Boston Market 37 23.3% Steak 'n Shake 38 23.1% 39 KFC 23.1% 40 White Castle 23.0% Firehouse Subs 41 22.9% 42 WingStreet 43 Del Taco 22.8% 22.8% Braum's Ice Cream 44 22.7% 45 Jason's Deli 22.7% Brand / Visit Share 46 El Pollo Loco 47 Togo's 48 Zaxby's 49 Popeyes 22.6% 22.6% 22.3% 22.2% Checkers / Rally's 50 22.1% Panda Express 51 21.8% 52 Wingstop 53 Taco Cabana 21.7% 21.5% Long John Silver's 54 21.3% Church's 55 21.1% Raising Cane's 56 20.5% 57 Schlotzsky's 58 Captain D's 59 Krystal 60 Krispy Kreme 20.4% 2 2 19.7% Loyalty measures the percentage of all QSR Visits garnered by the specified brand but limited to only those customers who visited the specified brand at least once. measures a brand against the prior promo period. In order to measure trends, we must have observed 5k visits for that brand for both periods. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 9 9
National Brand Draw Measures the percentage of total QSR Visits within 0.5 mile of a brand s locations that were to that brand. We observed 5,000 Visits for each of the following restaurants. Brand / Draw 1 McDonald's 2 InNOut 3 Culver's 4 Starbucks 31.4% 29.4% 27.8% 27.6% 5 ChickfilA 26.9% 6 Whataburger 24.1% Sonic DriveIn 7 21.4% 8 Tim Hortons 9 Bojangles' 21.3% 21.2% 10 11 12 13 14 15 Steak 'n Shake 19.9% Dunkin' Donuts 19.3% Braum's Ice Cream 18.9% The Bean 18.7% Zaxby's 17.6% Jack in the Box 17.4% 16 Brand / Draw Carl's Jr. / Hardee's 17.4% 17 Taco John's 18 Taco Bell 19 Dairy Queen 17.1% 16.8% 16.6% Bruegger's Bagels 20 16.0% Tropical Smoothie Cafe 21 15.8% 22 Subway 23 Del Taco 24 Wendy's 15.5% 15.4% 15.2% Church's 25 14.8% 26 Einstein Bros 27 Jamba Juice 28 Popeyes 14.8% 14.6% 14.3% Raising Cane's 29 14.1% 30 Blimpie 14.0% Draw measures the percentage of all QSR Visits garnered by the specified brand when limiting the addressable market to those Visits within 0.5 miles of all the specified brand s locations. measures a brand against the prior month. In order to measure trends, we must have observed 5k visits for that brand for both months. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 10 10
National Brand Draw Measures the percentage of total QSR Visits within 0.5 mile of a brand s locations that were to that brand. We observed 5,000 Visits for each of the following restaurants. Brand / Draw 31 Taco Cabana 32 King 13.9% 13.8% 33 Arby's 34 TCBY 35 Krystal 36 El Pollo Loco 37 13.7% 13.6% 13.6% 13.2% Smoothie King 12.9% 38 White Castle 39 Jersey Mike's 40 Krispy Kreme 41 42 43 44 45 12.9% 12.9% 12.8% Checkers / Rally's 12.7% Firehouse Subs 12.6% KFC 12.4% Captain D's 12.2% Togo's 11.9% 46 Brand / Draw Boston Market 11.0% 47 Panera Bread 1 Long John Silver's 48 1 49 Chipotle 50 Schlotzsky's 51 Jason's Deli 1 1 10.0% Panda Express 52 10.0% Moe's Southwest 53 9.6% 54 Quiznos 55 Qdoba 56 Noodles & Co. 57 Five Guys 58 WingStreet 59 Jimmy John's 60 Wingstop 8.7% 8.7% 7.8% 7.3% 6.9% 6.4% 6.0% Draw measures the percentage of all QSR Visits garnered by the specified brand when limiting the addressable market to those Visits within 0.5 miles of all the specified brand s locations. measures a brand against the prior month. In order to measure trends, we must have observed 5k visits for that brand for both months. improved m/m stayed even m/m declined m/m N/A Did not qualify for ranking last month 888.531.9198 11 11
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Sense360 Insights Appendix 13
The Sense360 Methodology Sense360 s sensor technology is on more than 2 million devices in the US. Our panel generates over 1.5 terabytes of anonymous movement and location data every single day and provides a detailed view of over 150 million uservisits a month. Our Panel Representative Our panel is highly representative and we are constantly refining our weighting to ensure the highest confidence interval possible. We monitor the representativeness of our panel geographically, and by demo. Our sensor tech uses mobile sensors built into smartphones to understand user location and activity while maintaining user privacy/ anonymity. We ve trained our algorithms with more than 100,000 labeled data points and incorporate data from the GPS, accelerometer, gyroscope, barometer, wifi, ambient light, and many other sensors. Our Tech Passive Insights The sensordata provides us with an anonymous but highly accurate understanding of where, how, and when people visit physical locations and businesses. We also survey users based on the underlying sensor data to confirm visits and to understand why they did what our sensor data observed. Surveys FactChecking We are constantly checking ourselves, our methodology, and our tech for accuracy. As an example, we have a group of dozens of mystery counters who physically go to locations and manually count traffic so that we can compare and validate our data. 14
Competitive Set Below is the full set of QSRs and Fast Casuals that were considered for the Competitive Benchmark Report. A&W Restaurant ville Bakers Square Carl s Jr. / Hardee s Boston Market Checkers / Rally s Camille s Sidewalk Cafe Cheeburger Cheeburger Chop t Cook Out Cosi Culver s Denny s Fatburger Farmer Boys Five Guys s and Fries Flowers Baking Company Fuddrucker s Freshii Good Time s Noodles & Company InNOut Saladworks Jack In the Box Steak N Shake Jack s Sweetgreen Johnny Rockets Wienerschnitzel Krystal Zoe s Kitchen MOOYAH Panda Express Asian McDonald s Pei Wei Asian Diner Asian Roy Rogers Restaurant Pick Up Stix Asian Shake Shack Shophouse Southeast Asian Asian Smashburger WaBa Grill Asian Sonic DriveIn Arctic Circle Spangles Back Yard s The Habit Blake s Lotaburger Wendy s King Whataburger fi White Castle 15
Competitive Set (Page 2) Below is the full set of QSRs and Fast Casuals that were considered for the Competitive Benchmark Report. Bojangles The Bean & Tea Leaf ChickFilA Tim Hortons Express Tully s Church s Braum s Ice Cream & Dairy Dessert Crown Fried Dairy Queen Dessert Golden Chick Pinkberry Dessert KFC Red Mango Dessert Nando s PeriPeri TCBY Dessert PDQ Jamba Juice Drink Popeyes Famous Fried Robeks Drink Raising Cane s Fingers Smoothie King Drink Wingstop Tropical Smoothie Cafe Drink Zaxby s L&L Hawaiian Barbecue Hawaiian Au Bon Pain Baja Fresh Grill Biggby Cafe Rio Bruegger s Bagels Chipotle Grill Caribou Chronic Tacos Beanery Del Taco Daylight Donuts El Pollo Loco Dunkin Donuts Freebirds Einstein Bros Bagels Hot Head Burritos It s a Grind Coffy House Moe s Southwest Grill Krispy Kreme Qdoba Grill Peet s & Tea Rubio s Seattle s Best Taco Bell Starbucks Taco Bueno 16
Competitive Set (Page 3) Below is the full set of QSRs and Fast Casuals that were considered for the Competitive Benchmark Report. Taco Cabana McAlister s Deli Taco Del Mar Miami Subs Grill Taco John s Panera Bread Taco Mayo Penn Station East Coast Subs Taco Tico Pita Pit Tacotime Port of Subs Blaze Pizza Pizza Potbelly Shop Donatos Pizza Quiznos MOD Pizza Pizza Runza Pieology Pizzeria Pizza Schlotzsky s Pizza Hut / WingStreet Pizza Sub Station II Pizzeria Locale Pizza Subway Arby s Togo s Atlanta Bread Company Which Wich Blimpie Captain D s Seafood Restaurants Seafood Charley s Grilled Subs Long John Silver s Seafood Seafood Corner Bakery Cafe D Angelo Eegee s Firehouse Subs Great Harvest Bread Co Great Steak Jason s Deli Jerry s Subs & Pizza Jersey Mike s Subs Jimmy John s 17