brand kpis for restaurant chains McDonalds in the united states-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:McDonald’s

in

the

United

StatesConsumer

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

McDonald’s

performance

inthe

restaurant

chain

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202486%

of

McDonald’s

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•McDonald’s

brandingresonates

more

withGen

X•McDonald’s

ranksfirstinawareness

withintherestaurant

chainmarket•McDonald’s

generally

appealstowomen

more

thanmen•Thepopularity

ratingof

McDonald’s

is56%•McDonald’s

ranksfirstinusage•Among

McDonald’s

enthusiasts,30%

fallunderthehigh-income

category•Interms

of

loyalty,McDonald’s

is

thirdin

theUnited•Consumers

want

theirrestaurant

chainbrandstohavefriendliness,

highvalue,and

honesty

/trustworthinessStates•McDonald’s

hasascore

of40%

formedia

buzz3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

McDonald’s

at

97%Brand

profile:

snapshotBrand

performance

of

McDonald’s

intheUnitedStates97%86%60%56%40%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,204,

respondents

who

know

the

individual

brand

(popularity),

n=1,204,

respondentswho

know

the

individual

brand

(usage),

n=723,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,204,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024McDonald’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%

37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMcDonald’s

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatMcDonald’s

islikedby8%

ofBaby

boomers

and31%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

29%,

respectively.31%29%24%

24%ForMillennials

andGen

Z,

37%

and

24%

feel

positivelytowards

McDonald’s,

versus37%

and24%.

Socurrently,

forMcDonald’s,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:n=676,

McDonald’s

enthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024McDonald’s

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

McDonald’s

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%89%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

McDonald’s

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%50%50%51%

ofwomen

likeMcDonald’scompared

to

49%

of

men,whereas

forthe

overall

industry,50%

of

women

userestaurant

chainscompared

to

50%

ofmen.88%9%

of

McDonald’s

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.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=676,McDonald’s

enthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

McDonald’s

enthusiasts,

30%

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.24%26%Single30%33%34%32%15%15%CoupleSingleparentNuclear30%

ofMcDonald’s

enthusiastsare

fromhigh-income

households.McDonald’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

7%

ofMcDonald’s

enthusiastshavethiscurrent

living

situation.10%11%36%22%22%Multi-generational7%5%15%15%34%ExtendedOther7%7%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=676,

McDonald’s

enthusiast,

n=1,178,

restaurant

chain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

friendliness,

high

value,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arefriendliness,

highvalue,and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%McDonald’s

users

alsoappreciate

thesekey

attributes,indicating

McDonald’sexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMcDonald’senthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityMcDonald’s

should

work

on

promotingcoolness

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=723,

McDonald’s

users’,n=676,

McDonald’s

enthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

McDonald’s

fans,

39%

state

that

they

get

excited

about

restaurant

chainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?43%39%39%34%34%29%28%28%27%26%25%25%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=676,

McDonald’s

enthusiast,

n=1,178,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.1186%

of

McDonald’s

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinthe

United

Statesis91%.Awareness

ofMcDonald’s,

however,

isat97%.Awareness56%

ofU.S.

restaurant

chainusers

saytheylikeMcDonald’s,

compared

to

anindustryaverage

brandpopularity

of42%.60%

ofindustryusers

intheUnitedStatessaythey

useMcDonald’s,

with

theaverage

usageof

abrand

at33%.BuzzPopularity86%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

82%.McDonald’s

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of40%compared

to

26%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,204,

respondents

who

know

the

individual

brand

(popularity),

n=1,204,

respondentswho

know

the

individual

brand

(usage),

n=723,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,204,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024McDonald’s

ranksfirst

in

awareness

within

the

restaurant

chain

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMcDonald’sRank#

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.3%1McDonald's97%96%96%95%95%95%94%94%93%92%2KFC3Burger

KingSubway45Taco

BellWendy'sUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Domino's

PizzaPizzaHutStarbucksApplebee's8Outofallrespondents,

97%

were

aware

ofMcDonald’s.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.997%AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

McDonald’s

is

56%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMcDonald’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's56%54%52%50%48%47%46%46%43%43%2Burger

KingChick-fil-ATaco

Bell3444%Outofconsumers

who

knew

thebrand,

56%

saidtheyliked

McDonald’s.

Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.5Wendy's56%6Domino's

PizzaSubway78KFC9Applebee'sDunkin'

DonutsPopularityN/A1014

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,204,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024McDonald’s

ranksfirst

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMcDonald’sRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1McDonald's2Burger

KingTacoBell52%344%Outofconsumers

who

knew

thebrand,

60%

saidtheyused

McDonald’s.

Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.40%4Chick-fil-AWendy's42%540%6Domino's

PizzaSubway40%60%739%8KFC35%9StarbucksDunkin'

Donuts32%UsageN/A1031%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,204,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

McDonald’s

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMcDonald’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.1StarbucksWendy's14%286%3McDonald'sChick-fil-AKFC86%485%585%6Taco

BellSubway84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.784%8PandaExpressPopeyes83%86%982%Outofrespondents

whohaveused

McDonald’s,

86%saidthey

would

usethebrand

again.10Panera

Bread82%LoyaltyN/A16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=723,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024McDonald’s

has

a

score

of

40%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMcDonald’sRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Burger

King2McDonald'sDomino's

PizzaChick-fil-A40%338%Outofconsumers

who

knew

thebrand,

40%

saidtheyhadheardaboutMcDonald’s

inthe

media.

This

ranksthemsecond

compared

toother

brandssurveyed

inthismarket.40%437%5Applebee'sTaco

Bell33%629%60%7Arby's28%8Dunkin'

DonutsChipotle

MexicanGrillSubway27%927%BuzzN/A1027%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,204,

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

andunlocknewgrowthopportunitie