QSR and Fast Casual Competition Benchmark / Feb. 2017 1 Website: http://www.sense360.com Share the knowledge: contents How To Use This Report 3 “National” Benchmarks Executive Summary (Premium) # Share of Visits Score 4 Frequency Score 6 Loyalty Score 8 Brand Draw Score 10 Personalized Analysis (Premium) # “DMA” Benchmarks (Premium) Los Angeles (Sneak Peek) # Dallas-Ft. Worth # Chicago # Philadelphia # “Per-meal” Benchmarks (Premium) Breakfast # Lunch # Dinner # Late-night # Appendix The Sense360 Methodology 14 Competitive Set 15 2 How To Use This Report Sense360 is an insights firm with a panel of over 2 million anonymous consumers and data on more than 150 million consumer trips per month. By understanding the visits and journeys of millions of people in the real-world, we are able to provide restaurants and retailers with detailed competitive and consumer insights. Below is a description of the performance metrics measured in this report: Share of Visits Score - This score is a direct measurement of the percentage of all QSR Visits garnered by the speci- fied brand. Frequency Score - This score is a measurement of how many times the average customer visits the specified brand per month. A score of 1.0 means that guests visit a brand 1 time per month. Loyalty Score - This score measures customers’ commit- ment to a brand vs. the QSR category. In other words, if a customer visits QSR Brand [x], what percentage of that customer’s visits does Brand [x] account for vs. the rest of the QSR category. Brand Draw Score - This score is essentially a localized Share of Visits that helps you understand what percentage of QSR visits within 0.5 miles of a brand’s locations were to that specific brand. This helps you understand the ability of a brand to draw customers who are within close proximity of one of its locations. Our data goes way beyond this benchmark. Schedule a demo. [email protected] 3 888.531.9198 3 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during Feb 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/ Visit Share Trending Rank Brand/ Visit Share Trending 1 McDonald's 16 Whataburger 17.5% = 1.3% = 2 Starbucks 17 Panera Bread 10.8% = 1.1% = Panda 3 Subway 18 Express 7.9% = 1.0% = Steak 'n 4 Taco Bell 19 Shake 5.4% = 0.9% = 5 Wendy's 20 Zaxby's 4.6% = 0.9% + 6 Chick-fil-A 21 Jersey Mike's 4.4% + 0.9% - 7 Burger King 22 Popeyes 4.3% - 0.9% + Sonic Firehouse 8 Drive-In 23 Subs 3.1% + 0.9% - Dunkin' 9 Donuts 24 Culver's 3.0% - 0.8% = 10 Arby's 25 Bojangles' 2.7% + 0.8% + KFC 26 In-N-Out 11 2.6% - 0.7% - Carl's Jr. / 12 Hardee's 27 Quiznos 2.1% = 0.7% = Jack in 13 the Box 28 Jimmy John's 2.0% = 0.7% = 14 Dairy Queen 29 Jamba Juice 1.9% = 0.6% = 15 Chipotle 30 Einstein Bros 1.3% = 0.6% = Visit Share measures the percentage of all QSR Visits garnered by the specified brand. Trending measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k+ visits for that brand for both months. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo. Our data goes way beyond this benchmark. Schedule a demo. [email protected] 4 [email protected] 888.531.9198 4 888.531.9198 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during Feb 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/ Visit Share Trending Rank Brand/ Visit Share Trending 31 Del Taco 46 Blimpie 0.6% = 0.3% - Checkers / Braum's 32 Rally's 47 Ice Cream 0.5% = 0.3% + 33 Smoothie King 48 Taco Cabana 0.5% = 0.3% - Long John 34 Silver's 49 White Castle 0.5% + 0.3% = 35 Five Guys 50 Schlotzsky's 0.5% - 0.2% = 36 Tim Hortons 51 Krystal 0.4% = 0.2% = Bruegger's 37 Captain D's 52 Bagels 0.4% + 0.2% = 38 Qdoba 53 Wingstop 0.4% - 0.2% = Church's 39 Chicken 54 Taco John's 0.4% - 0.2% + Boston 40 Market 55 TCBY 0.4% + 0.2% - 41 El Pollo Loco 56 Noodles & Co. 0.3% - 0.2% = Moe's 42 Southwest 57 Jason's Deli 0.3% = 0.2% + Tropical 43 Smoothie Cafe 58 WingStreet 0.3% = 0.2% = The Coffee Krispy Kreme 59 Bean 44 0.3% + 0.2% - Raising 45 Cane's 60 Togo's 0.3% + 0.2% = Visit Share measures the percentage of all QSR Visits garnered by the specified brand. Trending measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k+ visits for that brand for both months. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo. [email protected] 5 888.531.9198 5 National Frequency Score Measures the frequency with which the average customer visited each brand during Feb. 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Freq. Trending Rank Brand/Freq. Trending 1 McDonald's 16 Einstein Bros 2.07 = 1.54 + Tropical 2 Starbucks 17 Smoothie Cafe 1.92 = 1.52 - 3 Tim Hortons 18 Smoothie King 1.85 = 1.52 = Sonic Bruegger's 4 Drive-In 19 Bagels 1.76 + 1.52 + Dunkin' 5 Donuts 20 Wendy's 1.75 - 1.52 + 6 Whataburger 21 Jamba Juice 1.74 = 1.52 + 7 Chick-fil-A 22 Burger King 1.72 + 1.51 - Braum's 8 Bojangles' 23 Ice Cream 1.69 - 1.51 + 9 Subway 24 El Pollo Loco 1.67 = 1.50 + Jack in 10 the Box 25 Zaxby's 1.60 = 1.50 - 11 Taco Bell 26 Culver's 1.56 = 1.49 = Carl's Jr. / 12 Hardee's 27 Quiznos 1.56 + 1.48 + 13 Del Taco 28 Togo's 1.56 + 1.48 + The Coffee Bean 29 TCBY 14 1.56 + 1.47 - 15 Blimpie - 30 Taco John's 1.54 1.47 - Frequency easures the average number of times each guest visits a brand per month. 2.0 = 2x p/month.1.5 = 1.5x p/month. Trending measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k+ visits for that brand for two months in a row. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo. Our data goes way beyond this benchmark. Schedule a demo. [email protected] 6 [email protected] 888.531.9198 6 888.531.9198 National Frequency Score Measures the frequency with which the average customer visited each brand during Feb. 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Freq. Trending Rank Brand/Freq. Trending Moe's 31 Southwest 46 Popeyes 1.46 = 1.40 + 32 Taco Cabana 47 Captain D's 1.46 - 1.40 + 33 Dairy Queen 48 Qdoba 1.46 - 1.40 + Checkers / 34 Krystal 49 Rally's 1.46 + 1.39 - 35 Jersey Mike's 50 Jimmy John's 1.45 - 1.39 - Panda 36 WingStreet 51 Express 1.45 + 1.39 = 37 Arby's 52 Jason's Deli 1.44 - 1.38 = 38 In-N-Out 53 Wingstop 1.43 - 1.37 + Steak 'n Raising 39 Shake 54 Cane's 1.43 - 1.37 + 40 White Castle 55 Noodles & Co. 1.43 + 1.36 - Long John KFC 56 Silver's 41 1.43 - 1.36 + Boston 42 Panera Bread 57 Market 1.43 + 1.35 + 43 Chipotle 58 Schlotzsky's 1.42 - 1.35 - Church's 44 Chicken 59 Five Guys 1.42 = 1.33 = Firehouse 45 Subs 60 Krispy Kreme 1.41 - 1.29 = Frequency easures the average number of times each guest visits a brand per month. 2.0 = 2x p/month.1.5 = 1.5x p/month. Trending measures a brand against its prior month ranking. In order to measure trends, we must have observed 5k+ visits for that brand for two months in a row. + Rank improved m/m Rank stayed even m/m - Rank declined m/m N/A Did not qualify for ranking last month Our data goes way beyond this benchmark. Schedule a demo. [email protected] 7 888.531.9198 7 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during Feb 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Loyalty Trending Rank Brand/Loyalty Trending The Coffee 1 McDonald's 16 Bean 36.2% + 25.5% + 2 Starbucks 17 Taco Bell 35.6% - 25.5% - Dunkin' 3 Donuts 18 Jamba Juice 33.9% = 25.4% + 4 Tim Hortons 19 Burger King 33.3% = 25.3% - 5 Subway 20 Wendy's 29.8% = 25.1% - Bruegger's 6 Bagels 21 Chipotle 28.3% = 24.9% + 7 Culver's 22 Smoothie King 27.7% + 24.9% + 8 Chick-fil-A 23 Dairy Queen 27.6% + 24.8% + Sonic 9 Drive-In 24 Noodles & Co.