2019年全球饮食方式报告

1、品牌、菜单、定价和位置都会影响消费者对QSR （快餐）的选择，但 Blis的新研究表明，全球品牌还需要考虑人口密度和实际足迹。 “全球饮食方式报告 “研究了全球 13.3万个地点的超 过 250 万消费者的行为模式，分析了澳大利亚、新加坡、英国和美国的麦当劳、汉堡王、赛 百味、肯德基和达美乐的超过 400 万个移动设备信号。在全球范围内，每个快餐店的差异都很大。与其他市场相比，美国消费者对自己喜欢的快餐 店忠诚度最高。研究发现，美国消费者单独访问 QSR品牌的可能性比英国消费者高 70%，而澳大利亚人忠于 自己喜欢的快餐店的可能性是新加坡人的两倍。一些文化特质也很明显。4/10的英国人更喜欢P

2、ret a Manger等店的传统三明治，而1/3的新加坡人更喜欢提供区域美食的小贩风格的专营店。28%的澳大利亚人和39%的美国人对汉堡QSR更钟情报告指出，在美国和澳大利亚等消费者表现出明显喜好的市场，“QSR不需要超越 原创品牌”。但新加坡这样的市场则需要 “将通信本地化，以更好地吸引寻求更多种类的消费者 ”。英 国和新加坡等市场的偏好水平较低可能与较高的人口密度有关。与此同时，QSR细分市场之间的客户交叉很常见。例如，肯德基（KFC）在全球汉堡店中占40%的份额。在这种情况下，实际规模仍然是一个关键因素。在美国、英国和新加坡，竞争领域内的店铺 数量和他们与特定零售商的交叉体验之间存在强

3、烈的相关性（ +0.8） 。AblisReal Life, loopedReal-world intelligence: how the world eatsSeptember 2019#RealWorldlntelligenceQblisContentsIntroduction3Extcutiv* summary4Exclusivity varies by region - and population density plays a part5Who is eating your dinner?7Looking forward: disruption preientt chollenget

4、 but phyiicol stores ttill top the menu10Whats for dessert?12OftK2(WI2sR&dVoddlnteloence I GblisIntroductionWe*re living in an era of curation, in which consumers carefully tailor themselves on social media and public forums - and what they say and show online Is not always representative of

5、what they octually feel end do. Instead, consumers are more likely than ever to share what they want others to seer which can pose a challenge for marketers trying to ascertain a real portrait of their customers.The goal of this report is to provide brands with the insights they need to understand c

6、onsumer audiences in the current climate. These findings, based on reol-wodd intelligence, can help marketers more effectively localize their messaging and strategy while equipping other stakeholders with the insights needed to successfully expand the global footprints of their brandsKey takeawayssR

7、&dVyldlntel pence I blsxomBlis 2019132 Expect popukiUon demity to impact your toydty3 Consumers are seeking more variety and more convenience.Each of the fig global OSRi included m the report sow high rates of crossover outside of their direct wgmont competitor with KFC demonstrating, on average, na

8、ariy 40% crossover globally btwwn burger outlet.MarkHt vdth the high#$t population density (Singapore and UK)tignifkantlytowvr loyalty lawk on owcogeOtruption within the fmt- food irxiustry is bringing more food options to the table ond now ways to cxdr. In such o crowded market. havirg o lorger foo

9、tprint enables more effective competitor targeting.GblisGblisExecutive summaryWith this study. we*re launching a quarterly series of global reports examining the truth about what people actually do. beginning with how the wrld eats - focusing on quick-serve restaurants (OSRs) In the US, UK Australia

10、 and SingaporeWhy focus on food first? Ifs at the heart of our daily activities. Breakfast, lunch and dinner create the framework for our days and the centerpieces for family gotherlngs and social outings. Accord*ng to a Nielsen report, nearly half the world dines out at least once a week1. And as w

11、e get busier and iGod increasingly mobile lives. QSRs are outpacing casual dining establishments In their growth5、Against this backdrop, cxjr internal research team used Blis proprietary technology toobsorv visitors in 81 branded QSRs globally during the month of July 2019. focusing on five internat

12、ional brands. McDonalds, Burger King, Subway, KFC and Dominos. The study encompassed:tQ133,000 locations2.5 million consumers 4 million device signalsBeyond the ways in which consumers engage with a brand directly, this real world intelligence helps marketers understarxi competitive threat levels, a

13、udience loyalty and key visit patterns which In turn help Identify opportunities and understand the state of play in the wider industry.Read on to learn more We hope it makes you hungry for more Blis insightsGrtg fsbistrr; CEO. BlisExclusivity varies by region - and population density plays a partCo

14、nwmer perceptions of tM biggest global brands in each sector differ across markets and impact how they interact with these brands. Branding, menu extensions, innovation, pricing and physical footprint of the competition all play a role.Among the brands included in this report markets with the highes

15、t population density witnessed significantly lower levels of exclusivity loyalty to a single QSR -on average. Singapore with 26% ond the UK with 33% loyalty to an individual chain.Higher rates of exclusivity were demonstrated in Australia (50%) and the US (57%). This might be surprising given the we

16、alth of options available in the United States, but it may also be indicative of stronger brand traction given the rich history that these retailers hove In their home market.Despite itrong brand equity and a ubiquitous presence around the world, these colossal brands face the familiar challenge of

17、nurturing customers to return to their stores and select from their menus time and time again Understanding where audiences are currently mating con inform brand and marketing strategies, with tempting products and tantalizing offers that resonate with the people that matter most to them.Exclusivity

18、 of global QSRs by country uk usAustraAo SingaporesR&dWcxIdlntelQence I blsxomC Blis2019|5QblisAmerican consumers are the most loyalOverall, Australians and Americans tend to be more loyal to their QSRs than consumers in other regions. Based on our data, Americans are actually 70% more likely than B

19、rits to stick with a favourite QSR. On the other side of the globe. Australians are twice os likely to be loyal as Singaporeans, wha in turn, are 38% more likely to visit multiple fast food chains than Amerkans, Brits or Australians. That said. Australians represent an almost perfect midpoint betwee

20、n the hyper promiscuity of S ngaporean and British diner, and the proclivity of Americans to steadfastly stick to Favoured brands With an average exclusivity of 5(Mb across McDonalds. Subway, KFC. Hungry Jack*s and Domlno*s, loyalty to any particular QSR is literally split down the middle.Brits and

21、Singaporeans have similar habits, but whats on their menu differsBhts and Singaporeans share some similarities in their eating habits: both groups seek variety in their diets, but differ in their food preferences. Bats are fans of the sandriches from convenient options like Pret a Manger and Eat Sin

22、gaporeans tend to frequent hawker-style franchises that serve up modern takes on trodltlonal local staples.Ultimately, it*s all about the consumer. Global brands need to understand regional engagement with their brands to know how much to tailor, or localize, their communications accordingly. In mar

23、kets where consumers show higher exclusivity -l e. the US and Australia - It can be Inferred that the QSR doesnt need to adopt far bryond Onginor branding. Conversely, the krxwledge that Singaporeans for example, frequent hawker-style franchises serving regional fare more often than global QSRc coul

24、d epur branrK to Iocali7 their communieationc to better appeal to consumers seeking a wider varioty.Highest store visits by countryAustralia SingaporeUKUS28%34%buryenother QSR害40%sandwiches39%burgersWho is eating your dinner?Subway consumers were more than twice as likely to select any other segment

25、Whilst the major QSRs employ a one brand* strategy globally, local interpretation and market dynamics shape audience perception in different ways and influence how conwrtwrs ngogo with eoch of these fast food chains. This is clear in an examination of the five major global OSRs ond the food segments

26、 (burgers, chicken, pizza, sandwiches and other with which they see the greatest competition For brands, this poses the question: *Who are the real competitors?* If a OSR In tho burgor segment for )camplo k focusing Its onorgy and budget on targeting the troditionar burger audienc are they losing ou

27、t on potential customers?Whafs interesting to note is that whilst there is fierce competition within the individual food segments, three out of the five global QSRs observed that, when choosing other options, their consumers were more likely to opt for a different genre of food.Subway consumers were

28、 more than twice as likely to select any other segment (105%), with Domino*$ and KFC nearly twice as likely (99% and *87% respectively). Th s indicates that in their categories these retailers are tne undisputod winners of their patronage. This also suggests that for these rotailers in porticular, a

29、 communication strategy that speaks to diners of other genres could be more effective than targeting direct competitors in their own segments.The burger behemoths saw the greatest competition with their own segment. Burger King (34%) and McDonalds (28%). which underlines the fever pitch at which the

30、 burger wart are fought. In addition to local champions wch os Wend/s in the US and Byron in the UK. these two pillars of the QSR industry have been under assault over the last few years with the emergence of global competition, including F20 Guyc and Shoko Shack which oro providing moro choice ond

31、increasing the challenge for customer loyalty.Global brand crossover with QSR segments (Average) Exludng own wgment :a In ownsRfedVxxIdlntel pence I bKcomBis2019 7QblisAustralia SingaporeMcDonalds crossoverFor McDonald s the biggest in the UK market h sondtches, with a whoppmg 7T% crossovor. Wh io i

32、n Sirapoce. it 15 the only mtemational brand that didnt experience ifs highest aossover with the other* category.Burger King crossover(Hungry Jack*s Australia)Burger KingS bigtst battle in Australia (25%) and the US (28%) 0 to be the unnvald 1 with the r oudience as the corrpcUior wh other burger ch

33、oirs i$ more ntense than wwth other QSR segments.As we ve established, there is not one universal experience of a QSR globally. As such, the competition a brand faces from a given segment varies hugely from region to region, so delving into the detail is recommended to odapt brand positioning locall

34、y.sReciVxxIdlnterQencG I bisxcmOBK20BI8QblisAustroliaSingaporeKFC crossoverWe found Ourgers provided most competition for KFC n the US (13%) ond Austrolia (41%). Intern tingly, in(h UK. trw KFC audiene* was most frequently teen at pizza ctxiins (47%| Indicating strong brand compatibilitySubway cross

35、overSubway tow compUg thrati from a vonety of QSR segments. Sandwiches ore bg busirmi in th UK. but dopite the physical scale of the competition, SOxwoy vaw a higher crossover with burgers (3S%l than thtir wndwkh prt (71%)SandwctmPu/cBurQersDominos crossoverIn oil four mortals. Domtnoi grtateU compe

36、tition come from oufsidt of th pking. Eating out ts easier and often cheaper.An Increased appetite for fast food, combined with the fast pace of modem day life, puts the world on a plate for QSRs. Restaurant brands - and brands ocross every vertical - that leverage real-world intelligence to underst

37、and the customer journey and the competition ore the ones that are sure to serve up whot global customers crave.Eating around the world Sandvrch shops are the biggest compe：:ive segment for McDonalds. Burger King and Dominos. Domino, McDonakji Budget King and KFC ail $aw a very strong positive corre

38、lation 0.9 to *1) between number of 5tore$ and crossover None of the retmlors Kamined saw their highest crossover within gr own segmentUSA Americans tend to be more loyoi to ther favounte restaurants than consumers m ocher regions. McDonald s comes in fr$t with 62% exclusivity, followed closely by Subway (61% In the g thp highest crotwvr among tha txands observed is betveen KFC ond burger restourontsAustraliaSingaporee nxxt popular options ants make up 2(flh of cpcom.tciMy. Hungry yy5It die hck tK# nvyct Sngapore QSRs hove an average exclusivity of 26%. and Sngcpore