QSR and Fast Casual Competition Benchmark / July 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 Loyalty Score 6 Brand Draw Score 8 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 12 Competitive Set 13 2 How To Use This Report Sense360 is an insights frm 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- fed brand. 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 specifc 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 3 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during July 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 18.3% = 1.2% = 2 Starbucks 17 Panera Bread 10.7% = 1.1% = Steak 'n 3 Subway 18 Shake 7.7% = 1.0% + Panda 4 Taco Bell 19 Express 5.1% = 0.9% - 5 Wendy's 20 Culver's 4.9% = 0.9% + 6 Burger King 21 Jersey Mike's 4.3% + 0.9% - 7 Chick-fil-A Zaxby's 4.3% - 22 0.9% = Sonic Firehouse 8 Drive-In 23 Subs 3.4% = 0.8% = Dunkin' 9 Donuts 24 Popeyes 3.2% = 0.8% = 10 Arby's 25 Bojangles' 2.5% = 0.8% = KFC 26 In-N-Out 11 2.5% = 0.7% + 12 Dairy Queen 27 Jimmy John's 2.4% = 0.7% - Carl's Jr. / 13 Hardee's 28 Quiznos 2.0% = 0.7% - Jack in the Box 29 Jamba Juice 14 1.8% = 0.6% = 15 Chipotle 30 Einstein Bros 1.3% = 0.6% = Visit Share measures the percentage of all QSR Visits garnered by the specifed 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] 4 4 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during July 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/ Visit Share Trending Rank Brand/ Visit Share Trending Braum's 31 Del Taco 46 Ice Cream 0.5% = 0.3% - Checkers / 32 Rally's 47 White Castle 0.5% = 0.3% + Raising 33 Smoothie King 48 Cane's 0.5% = 0.3% - 34 Five Guys 49 Schlotzsky's 0.4% = 0.2% = Long John 35 Silver's 50 Taco Cabana 0.4% = 0.2% = Bruegger's 36 Tim Hortons 51 Bagels 0.4% + 0.2% = 37 Qdoba 52 Krystal 0.4% - 0.2% = 38 Captain D's 53 TCBY 0.4% = 0.2% + Moe's 39 Southwest 54 Wingstop 0.3% = 0.2% + Church's 40 Chicken 55 Taco John's 0.3% = 0.2% - Boston Market 56 A&W 41 0.3% = 0.2% + 42 El Pollo Loco 57 Noodles & Co. 0.3% + 0.2% - Tropical 43 Smoothie Cafe 58 Jason's Deli 0.3% - 0.2% = The Coffee 44 Krispy Kreme 59 Bean 0.3% + 0.2% = 45 Blimpie - 60 WingStreet + 0.3% 0.2% Visit Share measures the percentage of all QSR Visits garnered by the specifed 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 5 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during July 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 36.0% = 24.2% + 2 Starbucks 17 Panera Bread 34.0% = 24.1% + Dunkin' 3 Donuts 18 Einstein Bros 32.2% = 24.1% - 4 Tim Hortons 19 Wendy's 30.5% = 24.1% + 5 Subway 20 Taco Bell 28.0% = 24.1% + Sonic Moe's 6 Drive-In 21 Southwest 26.6% = 23.7% + The Coffee 7 Chick-fil-A Bean 26.5% = 22 23.6% - Bruegger's 8 Bagels 23 TCBY 26.2% = 23.5% + 9 Culver's 24 Smoothie King 25.8% = 23.5% + Whataburger 25 Jamba Juice 10 25.5% + 23.5% - TacoTime 26 Chipotle 11 24.9% + 23.4% + Tropical Jack in Smoothie Cafe 27 the Box 12 24.6% + 23.3% - Blimpie 28 A&W 13 24.5% - 23.1% + Taco John's 29 Baja Fresh 14 24.4% = 23.0% - Dairy Queen 30 Bojangles' 15 24.4% + 23.0% + Loyalty measures the percentage of all QSR Visits garnered by the specifed brand but limited to only those custom- ers who visited the specifed brand at least once. Trending measures a brand against the prior promo period. In order to measure trends, we must have observed 5k+ visits for that brand for both periods. + 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] 6 6 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during July 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Loyalty Trending Rank Brand/Loyalty Trending 31 Qdoba 46 Del Taco 23.0% + 21.7% + Firehouse 32 Potbelly 47 Subs 22.9% + 21.7% = Steak 'n 33 Quiznos 48 Shake 22.9% + 21.5% = 34 Jersey Mike's 49 White Castle 22.9% - 21.2% + 35 Noodles & Co. 50 WingStreet 22.8% + 21.2% = Carl's Jr. / 36 Hardee's 51 Pei Wei 22.5% = 21.1% + 37 In-N-Out 52 El Pollo Loco 22.4% + 21.1% + 38 Five Guys 53 Zaxby's 22.3% + 21.0% = Braum's McAlister's 39 Ice Cream 54 Deli 22.3% + 20.9% + 40 Jimmy John's 55 Taco Cabana 22.2% + 20.7% + Checkers / 41 Arby's 56 Rally's 21.9% + 20.7% = Boston 42 Market 57 Popeyes 21.9% + 20.6% = 43 Togo's 58 Which Wich 21.8% - 20.6% = 44 KFC + 59 Wingstop + 21.8% 20.5% Panda 45 Jason's Deli - 60 Express + 21.7% 20.4% Loyalty measures the percentage of all QSR Visits garnered by the specifed brand but limited to only those custom- ers who visited the specifed brand at least once. Trending measures a brand against the prior promo period. In order to measure trends, we must have observed 5k+ visits for that brand for both periods. + 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 7 National Brand Draw Measures the percentage of total QSR Visits within 0.5 mile of a brand’s locations that were to that brand. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Draw Trending Rank Brand/Draw Trending Carl's Jr. / 1 McDonald's 16 Hardee's 32.6% = 16.7% + Jack in 2 In-N-Out 17 the Box 30.5% = 16.6% + 3 Culver's 18 Zaxby's 28.6% = 16.5% = 4 Starbucks 19 Taco John's 27.4% = 16.5% - 5 Chick-fil-A 20 Taco Bell 27.1% = 16.1% + 6 Whataburger 21 Wendy's 24.4% = 16.1% + Sonic Tropical 7 Drive-In 22 Smoothie Cafe 23.4% = 15.8% - 8 Bojangles' 23 Del Taco 20.5% = 15.3% + Braum's 9 Ice Cream 24 Subway 20.5% + 15.1% - Bruegger's Dairy Queen 25 Bagels 10 20.3% - 15.0% + Steak 'n Shake 26 TCBY 11 19.8% + 14.5% + Dunkin' Donuts 27 TacoTime 12 19.6% + 14.5% - Tim Hortons 28 Jamba Juice 13 19.6% - 14.5% + The Coffee Church's Bean 29 Chicken 14 18.5% = 14.1% - A&W 30 Burger King 15 17.4% + 14.0% + Draw measures the percentage of all QSR Visits garnered by the specifed brand when limiting the addressable market to those Visits within 0.5 miles of all the specifed brand’s locations.