brand kpis for restaurant chains vapiano in germany-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:Vapiano

in

GermanyConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Vapiano’s

performance

intherestaurant

chainmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Vapiano

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Vapiano’sbrandingresonates

more

with

Millennials•Vapianogenerally

appealstowomen

more

than

men•Vapianorankstenthinawareness

within

therestaurant

chainmarket•Thepopularity

ratingof

Vapianois27%•Vapianoranksoutside

the

Top

10

inusage•Interms

of

loyalty,Vapianois

tenthinGermany•Vapianohasascore

of2%

formedia

buzz•Among

Vapianoenthusiasts,40%

fallunderthe

high-income

category•Consumers

want

theirrestaurant

chainbrandstohavefriendliness,

reliability,

and

highvalue3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Vapiano

at

79%Brand

profile:

snapshotBrand

performance

of

Vapiano

inGermany79%55%27%17%2%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=685,

respondents

who

know

the

individual

brand

(popularity),

n=685,

respondentswho

know

the

individual

brand

(usage),

n=117,

respondents

who

have

used

the

individual

brand

(loyalty),

n=685,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vapiano’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVapianobygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatVapianoislikedby9%of

Baby

boomers

and25%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is11%

and

31%,

respectively.31%26%25%22%ForMillennials

andGen

Z,

40%

and

26%

feel

positivelytowards

Vapiano,versus

36%

and22%.

So

currently,forVapiano,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=188,

Vapiano

enthusiast,

n=1,110,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Vapiano

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Vapianoshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Vapianohasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%63%63%

ofwomen

likeVapianocompared

to37%

ofmen,

whereas

for

the

overallindustry,51%

of

women

userestaurantchainscompared

to

49%

of

men.90%87%6%

of

Vapianoenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.37%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=188,

Vapianoenthusiast,

n=1,110,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Vapiano

enthusiasts,

40%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.26%27%Single33%40%24%25%CoupleSingleparentNuclear40%

ofVapiano

enthusiastsare

fromhigh-income

households.Vapiano’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

asingleparent

household,

10%

ofVapianoenthusiastshavethiscurrentlivingsituation.10%8%36%30%26%24%39%Multi-generational3%1%10%11%ExtendedOther20%2%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=188,

Vapiano

enthusiast,

n=1,110,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

friendliness,

reliability,and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arefriendliness,

reliability,

and

highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessVapianousers

alsoappreciate

these

keyattributes,indicating

Vapianoexudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatVapianoenthusiastsareleast

focused

on

areboldness

andthrill/excitement.ReliabilityExclusivityVapianoshould

work

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

restaurantchains,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=117,

Vapiano

users’,n=188,Vapiano

enthusiast,

n=1,110,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Vapiano

fans,

31%

state

that

they

get

excited

about

restaurant

chainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?32%31%31%30%27%24%23%22%22%20%16%10%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

restaurant

chains

topicsrelating

torestaurant

chainsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=188,

Vapiano

enthusiast,

n=1,110,restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Vapiano

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinGermany

is

59%.

Awarenessof

Vapiano,however,

is

at55%.Awareness27%

ofGerman

restaurant

chainusers

say

theylikeVapiano,compared

to

anindustryaverage

brandpopularity

of33%.17%

ofindustryusers

inGermany

say

theyuseVapiano,with

the

average

usageof

abrand

at23%.BuzzPopularity79%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Vapianohasbeen

noticed

less

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

2%

comparedto15%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=685,

respondents

who

know

the

individual

brand

(popularity),

n=685,

respondentswho

know

the

individual

brand

(usage),

n=117,

respondents

who

have

used

the

individual

brand

(loyalty),

n=685,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vapiano

ranks

tenth

in

awareness

within

the

restaurant

chain

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVapianoRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1McDonald's96%93%89%88%87%84%83%79%65%55%2Burger

KingSubway34Nordsee45%5KFCUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%6StarbucksPizzaHutDomino's

PizzaDunkin'

DonutsVapiano78Outofallrespondents,

55%

were

aware

of

Vapiano.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Vapiano

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVapianoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's60%46%44%39%38%35%34%32%32%31%2Burger

KingNordsee27%34KFCOutofconsumers

who

knew

thebrand,

27%

saidtheyliked

Vapiano.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5L'Osteria6Subway7hansimglückGosch

SyltDomino's

PizzaPizzaHut73%89PopularityN/A1014

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=685,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vapiano

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofVapianoRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1McDonald's17%2Burger

KingNordsee43%330%Outofconsumers

who

knew

thebrand,

17%

saidtheyused

Vapiano.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4KFC29%5L'Osteria27%6Subway27%7Domino's

PizzahansimglückStarbucksGosch

Sylt26%822%83%921%UsageN/A1020%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=685,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Vapiano

is

tenth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVapiano’s

consumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1McDonald's21%2Block

HouseNordseeL'OsteriaSubway86%384%482%582%6KochlöffelBurger

KingSausalitosKFC80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.780%879%79%979%Outofrespondents

whohaveused

Vapiano,79%

saidthey

would

usethebrand

again.LoyaltyN/A10Vapiano79%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=117,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Vapiano

has

a

score

of

2%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVapianoRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.2%1McDonald's2Burger

KingBrewDogDomino's

PizzaKFC36%325%Outofconsumers

who

knew

thebrand,

2%

saidtheyhadheardaboutVapiano

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.423%522%6Gosch

SyltSubway15%715%8StarbucksNordsee14%913%98%BuzzN/A10dean&david13%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=685,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstand