SPECIAL REPORT Meal Kit Delivery March 2018 20 Market Roll-Up Methodology
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SPECIAL REPORT Meal Kit Delivery March 2018 20 Market Roll-up Methodology Quick-Track® is a syndicated, quantitative research study that tracks key consumer behavioral and attitudinal measures for all major fast-food and pizza chains in individual markets. Data is collected from respondents via internet interviews conducted on a continuous basis throughout the quarter. Respondents are males and females, between the ages of 16 and 64, who purchase food from fast-food and pizza restaurants at least once in a typical month. The data is weighted slightly to reflect the proper distribution of the population by gender and age in the DMA based on the 2010 Census. In March 2018, 2,510 Quick-Track respondents in 20 Markets were also asked a series of special questions related to their awareness, usage and satisfaction with home meal kit delivery. This subject was initially queried in September, 2016. QSR Value Report l 20 Markets November 2017 2 Background Quick-Service Restaurants face fierce competition – not only from other fast-food chains but also from casual dining chains that are focusing more on off-premise occasions, from emerging fast-casual chains, from freshly prepared offerings from C-stores & grocery stores, and from the relatively new execution of home meal replacement options – Meal Kit Delivery. Even the relatively new Meal Kit Delivery industry faces new competition from grocery stores who are getting into the meal kit game and from college campuses that are making meal kits available to students. QSR Value Report l 20 Markets March 2018 3 Key Findings Since fall of 2016, more QSR users have tried Meal Kit Delivery companies or are at least aware of them. In fact, MKD trial is up from 14% to 20%. 16-34 year-olds are twice as likely as 35-64 year-olds to have tried MKD. Some of the MKD companies that Quick-Track measured in 2016 no longer exist or have been acquired. Sun Basket was noted as a top MKD by several news outlets and we added it to the fairly large mix of competitors. Blue Apron is by far the largest with almost twice as many triers as its nearest competitor Hello Fresh. About 70% of QSR user triers of Meal Kit Delivery companies award the experience with top 2 box satisfaction – mirroring the average QSR chain overall rating. Intent to repurchase is strong among those that have tried any MKD, with 8 in 10 likely to repurchase. About 2 in 3 who are aware of MKD companies and have not yet tried intend to try. Unfortunately for the restaurant industry, the desire to eat out is not what’s hindering repurchase likelihood among MKD triers – it’s cost and taste. While restaurants woo back diners with low-cost and tasty offers, a renewed focus on making the overall experience exceed expectations would help remind QSR users that it’s fun to go out to restaurants and create more perceived advantages over the Meal Kit Delivery insurgence. QSR Value Report l 20 Markets March 2018 4 Meal Kit Delivery trial and awareness has grown since fall 2016 MKD Awareness/Trial Triers of Any MKD - 2018 100% 0% 5% 10% 15% 20% 25% 30% 90% 25% Unaware All 20% 80% 41% 70% Male 23% 60% Aware 50% Non Triers 55% Female 18% 40% 45% 30% 16-34 28% 20% Triers 10% 20% 14% 35-64 14% 0% Sep-16 Mar-18 The 1 in 5 QSR users that have tried any home meal delivery service have tried 2.5 different companies on average. Trial skews strongly toward the young and slightly male. Meal Kit Delivery - Special Report March 2018 5 Meal Kit Delivery segment remains fragmented Specific Company Triers Among all QSR Users 0% 2% 4% 6% 8% 10% 12% 14% 16% 5% Blue Apron 12% 4% Hello Fresh 7% 5% Home Chef 5% 3% Plated 4% Sep-16 Green Chef 3% 4% Mar-18 Sun Basket 4% 3% Chef'd 4% 3% Terra's Kitchen 4% 3% Peach Dish 3% 4% Purple Carrot 3% Other MKD services 5% Blue Apron remains the category leader with more than 1 in 10 QSR users having tried the service. Some of the other providers remain regionally available or differentiate on organic or recyclable packaging. Meal Kit Delivery - Special Report March 2018 6 As MKD users try more than one provider, they have comparison for satisfaction and are slightly more critical than in 2016 Overall Satisfaction Likelihood to Reorder Top 2 Box – among triers of each MKD Top 2 Box – among triers of each MKD 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Blue Apron Blue Apron Chef'd Chef'd Green Chef Green Chef Hello Fresh Hello Fresh Sep-16 Sep-16 Home Chef Home Chef Mar-18 Mar-18 Peach Dish Peach Dish Plated Plated Purple Carrot Purple Carrot Terra's Kitchen Terra's Kitchen Sun Basket Sun Basket Other MKD services Other MKD services Trier samples fall between 68 for Purple Carrot and 291 for Blue Apron. MKD overall satisfaction rivals that of traditional fast-food in 1Q18 and trails fast-casual. Likelihood to reorder is still very strong, with 8 in 10 likely to repurchase MKD. Meal Kit Delivery - Special Report March 2018 7 Although naysayers remain a small minority, more cite expense and not liking food as deterrent to reorder than in 2016 Why are you unlikely to reorder from each company? QSR respondents who have tried at least one company and are unlikely to reorder 40% 35% 34% Sep-16 Mar-18 30% 28% 25% 20% 20% 18% 20% 18% 15% 17% 15% 15%15% 15% 14% 14% 10% 13% 12% 10% 10% 10% 9% 9% 8% 8% 8% 5% 6% 7% 6% 6% 6% 5% 5% 5% 4% 0% • Quality, packaging and difficult order process are less of an issue than in 2016. • Unfortunately for restaurants, and perhaps indicative of the opportunity, a greater desire to eat in at any type of restaurant is not much of a deterrent to reordering meal kits. Meal Kit Delivery - Special Report March 2018 8 As more consumers become aware of MKD or have tried one of the options, remaining unaware consumers are less likely to try Trial Likelihood by Company Trial Likelihood in General Top 2 Box – among aware non-triers Top 2 Box – among unaware of any MKD company 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% Blue Apron All Chef'd Green Chef Hello Fresh Male Sep-16 Sep-16 Mar-18 Home Chef Mar-18 Peach Dish Female Plated Purple Carrot 16-34 Terra's Kitchen Sun Basket 35-64 Other MKD services Still, newly aware young users and males are more likely to try meal kit delivery than their older counterparts or female users. Meal Kit Delivery - Special Report March 2018 9 How can we help? Sales / Marketing ROBERTA LONG HOLLY BALES CLAY RAYMER 404.378.6139 888.897.7881 (option 1) 888.897.7881 (option 2) [email protected] [email protected] [email protected].