QSR and Fast Casual Competition Benchmark / Mar. 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 # 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 Mar 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 Chipotle 17.3% = 1.3% - 2 Starbucks 17 Panera Bread 10.8% = 1.0% = Panda 3 Subway 18 Express 7.7% = 1.0% = Steak 'n 4 Taco Bell 19 Shake 5.2% = 0.9% = 5 Wendy's 20 Zaxby's 4.8% = 0.9% = 6 Burger King 21 Jersey Mike's 4.3% + 0.9% = 7 Chick-fil-A 22 Popeyes 4.3% - 0.9% = Sonic 8 Drive-In 23 Culver's 3.4% = 0.9% + Dunkin' Firehouse 9 Donuts 24 Subs 3.0% = 0.9% - 10 Arby's 25 Bojangles' 2.7% = 0.8% = 11 KFC 26 In-N-Out 2.5% = 0.7% = Carl's Jr. / 12 Hardee's 27 Quiznos 2.1% = 0.7% = 13 Dairy Queen 28 Jimmy John's 2.1% + 0.7% = Jack in the Box 29 Jamba Juice 14 2.0% - 0.6% = 15 Whataburger 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 the prior month. 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 Mar 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% = Long John Raising 32 Silver's 47 Cane's 0.5% + 0.3% - Checkers / 33 Rally's 48 White Castle 0.5% - 0.3% + 34 Smoothie King 49 Taco Cabana 0.5% - 0.3% - 35 Five Guys 50 Schlotzsky's 0.5% = 0.2% = 36 Captain D's 51 Krystal 0.4% + 0.2% = Bruegger's 37 Tim Hortons 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 0.3% = 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 The Coffee 43 Smoothie Cafe 58 Bean 0.3% = 0.2% + Krispy Kreme 59 Togo's 44 0.3% = 0.2% + Braum's 45 Ice Cream + 60 WingStreet - 0.3% 0.2% Visit Share measures the percentage of all QSR Visits garnered by the specified brand. Trending measures a brand against the prior month. 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 Mar 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 2.18 = 1.59 = 2 Starbucks 17 Burger King 2.02 = 1.58 + The Coffee 3 Tim Hortons 18 Bean 1.97 = 1.58 - Sonic Tropical 4 Drive-In 19 Smoothie Cafe 1.86 = 1.58 - Dunkin' 5 Donuts 20 Smoothie King 1.82 = 1.58 - 6 Whataburger 21 Jamba Juice 1.81 = 1.57 = 7 Chick-fil-A 22 Culver's 1.80 = 1.57 + 8 Bojangles' 23 Zaxby's 1.76 = 1.56 + Braum's 9 Subway 24 Ice Cream 1.74 = 1.56 - Jack in 10 the Box 25 El Pollo Loco 1.66 = 1.55 - Bruegger's Del Taco 26 Bagels 11 1.63 + 1.54 - 12 Taco Bell 27 Taco John's 1.62 - 1.54 + Carl's Jr. / 13 Hardee's 28 Taco Cabana 1.61 - 1.52 + Blimpie 29 Dairy Queen 14 1.61 + 1.52 + 15 Wendy's 30 Quiznos 1.59 + 1.51 - Frequency measures the number of times each guest visits a brand in the given 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 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] 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 Mar 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Freq. Trending Rank Brand/Freq. Trending Firehouse 31 Togo's 46 Subs 1.51 - 1.45 - 32 Jersey Mike's 47 Captain D's 1.50 + 1.45 = 33 Arby's 48 Jason's Deli 1.50 + 1.44 + Checkers / 34 WingStreet 49 Rally's 1.50 + 1.44 = 35 TCBY 50 Jimmy John's 1.50 - 1.43 = Panda 36 White Castle 51 Express 1.50 + 1.43 = Boston 37 Krystal 52 Market 1.49 - 1.41 + Moe's Raising 38 Southwest 53 Cane's 1.49 - 1.41 + 39 In-N-Out 54 Schlotzsky's 1.48 - 1.41 + Steak 'n 40 Shake 55 Wingstop 1.47 - 1.41 - Wiener- Chipotle 56 schnitzel 41 1.47 + 1.41 N/A Long John 42 KFC 57 Silver's 1.47 - 1.40 - 43 Panera Bread 58 Noodles & Co. 1.47 - 1.40 - Popeyes 59 Five Guys 44 1.46 + 1.37 = Church's 45 Chicken 60 Krispy Kreme 1.46 - 1.33 = Frequency measures the number of times each guest visits a brand in the given 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 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] 7 888.531.9198 7 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during Mar 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Loyalty Trending Rank Brand/Loyalty Trending 1 McDonald's 16 Burger King 34.2% = 23.5% + 2 Starbucks 17 Taco Bell 33.6% = 23.4% = Dunkin' 3 Donuts 18 Wendy's 31.9% = 23.4% + 4 Tim Hortons 19 Smoothie King 31.7% = 23.3% + 5 Subway 20 Jamba Juice 27.5% = 23.2% - 6 Chick-fil-A 21 Chipotle 25.9% + 23.2% = The Coffee 7 Culver's 22 Bean 25.9% = 23.2% - Sonic 8 Drive-In 23 Dairy Queen 25.8% + 23.1% = Bruegger's 9 Bagels 24 Qdoba 25.7% - 23.1% + 10 Taco John's 25 Noodles & Co. 25.1% = 22.9% - Moe's 11 Whataburger 26 Southwest 24.4% = 22.8% = 12 Einstein Bros 27 TCBY 24.0% + 22.8% + Tropical 13 Smoothie Cafe 28 Bojangles' 23.9% - 22.7% + Jack in Panera Bread 29 the Box 14 23.9% + 22.6% - 15 Blimpie - 30 Quiznos 23.6% 22.3% - Loyalty measures the percentage of all QSR Visits garnered by the specified brand but limited to only those custom- ers who visited the specified brand at least once.