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Report on Fast Food in Major Cities Research Time: 06Th –30Th January 2014 Based on Nusaresearch’S Panelist

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Report on Fast Food in Major Cities Research Time: 06Th –30Th January 2014 Based on Nusaresearch’S Panelist Report on Fast Food in Major Cities Research time: 06th –30th January 2014 Based on Nusaresearch’s panelist Report date: February 2014 Creator: Nusaresearch team A. Executive summary [1] When need a simple food, respondents usually consume fast food Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are followed (55.2% and 46.8%). [2]Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend) Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account for 38.7% and 39.1%. [3] The price of fast food that bought in the last time (per person) between Rp 30,001 – Rp 50,000 44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time. A. Executive summary [4] KFC is leading fast food market In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness. The following brands are Mc Donald’s and Pizza Hut. [5] Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento in the future KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents. [6] Price is chosen by most respondents as factor they considered to evaluate the quality of fast food restaurant From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%. B. Research information Research method : Quantitative research (Online Survey) Timing : 06th – 30th January 2014 Sample size : 297 Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia) Target : Male & Female aged 17 years old and over, monthly household income Rp 3,000,001 and over, and mostly bought fast food at fast food restaurant / outlets. Research objectives : To explore the fast food habits in the major cities and investigating the extent of consumer preference for fast food brands which available in Indonesia. Sampling method : Internet Sampling (Nusaresearch panel) C. Research findings Part 1. Respondents’ fast food consumption habits Part 2. Awareness of fast food 1. Frequency of consuming fast food Consuming fast food in 2 – 3 times / month Most respondents consume fast food 2 – 3 times / month (33.0%), followed by 3 – 6 times / week and once a week which respectively account for 27.6% and 25.9%. [Figure 1] Frequency of consuming fast food 40.0 33.0 30.0 27.6 25.9 20.0 10.0 7.4 4.4 1.7 0.0 Everyday 3 - 6 times / weeks Once a week 2 - 3 times / month Once a time / Once a time / 2 - 3 month months Q. How often do you consume fast food ? [SA] Based n=297 Unit : % 2. Moments while consuming fast food When need a simple food, respondents usually consume fast food Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are followed (55.2% and 46.8%). [Figure 2] Moments while consuming fast food 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Need simple food 55.9 In the weekend 55.2 When someone invites 46.8 When crave 42.4 There's no much time to eat 37.4 After get the salary 35.0 There's no another choice 30.6 In other occasion / big celebration 25.6 Others 0.7 Q. What moment you usually eat fast food ? [MA] Based n=297 Unit : % 3. Timing of consuming fast food Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend) Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account for 38.7% and 39.1%. [Figure 3] Timing of consuming fast food Weekday Weekend 5 am - 8 am 2.0 5 am - 8 am 0.7 8 am - 12 am 6.7 8 am - 12 am 7.7 12 pm - 3 pm 38.7 12 pm - 3 pm 26.9 3 pm - 6 pm 8.8 3 pm - 6 pm 19.9 6 pm - 10 pm 36.7 6 pm - 10 pm 39.1 10 pm - 12 pm 0.3 10 pm - 12 pm 1.7 I don't know / I don't remember 6.7 I don't know / I don't remember 4.0 Q. When you mostly often eat fast food ? [Matrix SA] Based n=297 Unit : % 4. People who usually accompany while consuming fast food 77.4% accompanied by boy/girl-friend or spouse Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and children (48.5%). [Figure 4] People who usually accompany while consuming fast food 20.9 26.3 77.4 31.0 37.4 57.2 43.1 48.5 Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague Q. Who you usually eat fast food with? [MA] Based n=297 Unit : % 5. Expenditure for consuming fast food The price of fast food that bought in the last time (per person) between Rp 30,001 – Rp 50,000 44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time. [Figure 5] Expenditure for consuming fast food 50.0 44.1 40.0 30.0 20.0 15.2 11.1 9.8 10.0 7.4 6.4 6.1 0.0 Less than Rp Rp 30,001 - Rp Rp 50,001 - Rp Rp 70,001 - Rp Rp 90,001 - Rp Rp 110,001 - Rp More than Rp 30,000 50,000 70,000 90,000 110,000 150,000 150,000 Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : % 6. Interest level of fast food quality product Easy to order food make respondents interested with fast food Mostly respondents interested with easy to order food, easy to find the location, and fast serve. [Figure 6] Interest level of fast food quality product 100.0 80.0 60.0 40.0 20.0 0.0 Provid e Good additi Popul Easy The appea Many Gift/c onal Uniqu arly to find locati Orderi rance advert Many Disco ombo servic Many A lot e brand infor Locate Lots on is Spacio Good Profes ng Delici High High / ising prom unt when es Good snacks of proce Hygie (Well- matio Price d of easy Cool us in design sional Fast food Spicy ous qualit qualif decor (news otion when purch (onlin taste & main ssing nic know n match downt branc to find space the interio servic serve is easy food y food y food ating paper, progra buy asing e drinks dishes formu n about own hes and outlet r e / food TV, ms more fast order, la servic the conve simple beauti etc.) food delive e) shop nient fully ry, drive thru) Uninterested 7.7 0.7 1.0 0.7 2.7 1.3 0.7 0.7 3.7 1.3 2.0 3.7 1.7 1.3 2.4 5.4 1.0 3.0 0.7 0.0 0.3 0.7 1.3 1.0 0.7 1.3 0.3 Neutral 27.3 6.7 12.1 6.7 14.1 16.2 10.1 17.8 31.3 8.1 21.9 38.7 15.2 18.2 18.2 23.2 10.1 22.2 15.2 6.4 11.1 17.5 17.8 7.1 6.4 14.5 4.7 Interested 65.0 92.6 86.9 92.6 83.2 82.5 89.2 81.5 65.0 90.6 76.1 57.6 83.2 80.5 79.5 71.4 88.9 74.7 84.2 93.6 88.6 81.8 80.8 91.9 92.9 84.2 94.9 Interested Neutral Uninterested Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : % C. Research findings Part 1. Respondents’ fast food consumption habits Part 2. Awareness of fast food 1. Awareness of fast food KFC is leading fast food market In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness. The following brands are Mc Donald’s and Pizza Hut. [Figure 1] Awareness of fast food 100.0 80.0 60.0 40.0 20.0 0.0 4Finge de Richee Dunki Hoka Texas Domin rs Bleng Crunc Omo! McDo Pizza Burger Fatbur Wend Yoshin Lotteri Carl's se Doner n' Other KFC Hoka A&W CFC Chicke o's Crispy er h Chicke nald's Hut King ger y's oya a Jr. Factor Kebab Donut s Bento n Pizza Chicke Burger Factor n y s n y Total Awareness 99.3 97.3 98.0 88.6 90.9 74.4 79.8 76.8 6.7 53.9 69.4 23.9 26.6 7.7 9.8 32.0 22.2 1.7 29.6 2.0 91.6 2.4 TOM 60.3 23.6 6.4 4.4 2.0 1.3 0.7 0.7 0.3 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Spontanious 97.0 82.8 55.6 46.5 36.7 23.2 29.3 19.9 0.7 9.1 12.5 4.4 3.4 1.0 1.0 0.7 0.7 0.0 0.0 0.0 0.0 5.4 Q.
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