QSR and Fast Casual Competition Benchmark / June 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 3 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during June 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 10.8% = 1.0% = Panda 3 Subway 18 Express 7.9% = 1.0% = Steak 'n 4 Taco Bell 19 Shake 5.0% = 0.9% = 5 Wendy's 20 Jersey Mike's 4.6% = 0.9% + 6 Chick-fil-A 21 Culver's 4.4% = 0.9% - 7 Burger King 22 Zaxby's 4.2% = 0.8% = Sonic Firehouse 8 Drive-In 23 Subs 3.3% = 0.8% + Dunkin' 9 Donuts 24 Popeyes 3.1% = 0.8% - 10 Arby's 25 Bojangles' 2.5% = 0.7% + 11 KFC 26 Jimmy John's 2.4% = 0.7% - 12 Dairy Queen 27 Quiznos 2.4% = 0.7% = Carl's Jr. / 13 Hardee's 28 In-N-Out 2.0% = 0.7% = Jack in 14 the Box 29 Jamba Juice 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 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] 4 National Share of Visits Score Measures the percentage of total Visits per brand across the USA during June 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 Krispy Kreme 0.5% = 0.3% + Checkers / Raising 32 Rally's 47 Cane's 0.5% = 0.3% - 33 Smoothie King 48 White Castle 0.5% = 0.3% - 34 Five Guys 49 Schlotzsky's 0.5% = 0.2% + Long John 35 Silver's 50 Taco Cabana 0.5% = 0.2% - Bruegger's 36 Qdoba 51 Bagels 0.4% + 0.2% + 37 Tim Hortons 52 Krystal 0.4% - 0.2% - 38 Captain D's 53 Taco John's 0.4% = 0.2% + Moe's 39 Southwest 54 TCBY 0.3% + 0.2% + Church's 40 Chicken 55 Wingstop 0.3% - 0.2% - Boston 41 Market 56 Noodles & Co. 0.3% = 0.2% = Tropical 42 Smoothie Cafe 57 A&W 0.3% + 0.2% = 43 El Pollo Loco 58 Jason's Deli 0.3% - 0.2% = The Coffee 44 Blimpie 59 Bean 0.3% + 0.2% = Braum's 45 Ice Cream - 60 Potbelly + 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 5 National Frequency Score Measures the frequency with which the average customer visited each brand during June 2017. We observed 5,000+ Visits for each of the following restau- Rank Brand/Freq. Trending Rank Brand/Freq. Trending 1 McDonald's 16 Smoothie King 2.19 = 1.56 = Tropical 2 Starbucks 17 Smoothie Cafe 1.97 = 1.56 = Sonic 3 Drive-In 18 Wendy's 1.83 + 1.55 + Braum's 4 Tim Hortons 19 Ice Cream 1.82 - 1.54 + Dunkin' 5 Donuts 20 Burger King 1.79 = 1.54 = 6 Chick-fil-A 21 Jamba Juice 1.77 = 1.53 - 7 Whataburger 22 Culver's 1.74 = 1.53 = 8 Subway 23 El Pollo Loco 1.69 = 1.52 + 9 Bojangles' 24 TacoTime 1.68 = 1.52 + Jack in 10 the Box 25 Zaxby's 1.64 = 1.52 = 11 Del Taco 26 Einstein Bros 1.59 = 1.52 - Blimpie 27 Dairy Queen 12 1.59 + 1.50 + Taco Bell 28 Togo's 13 1.59 + 1.50 + The Coffee Bean 29 Taco Cabana 14 1.58 + 1.50 + Carl's Jr. / Hardee's - 30 TCBY 15 1.58 1.49 + 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] 6 National Frequency Score Measures the frequency with which the average customer visited each brand during June 2017. We observed 5,000+ Visits for each of the following restau- Rank Brand/Freq. Trending Rank Brand/Freq. Trending Bruegger's Steak 'n 31 Bagels 46 Shake 1.49 - 1.44 + 32 Taco John's 47 KFC 1.48 - 1.44 = 33 Quiznos 48 WingStreet 1.48 + 1.43 - Caribou 34 Coffee 49 Panera Bread 1.48 - 1.43 - Moe's 35 Southwest 50 Captain D's 1.48 - 1.43 + 36 Baja Fresh 51 Jason's Deli 1.47 - 1.42 = 37 Krystal 52 Taco Bueno 1.47 + 1.42 - Firehouse 38 In-N-Out 53 Subs 1.46 + 1.42 + Chicken 39 Express 54 Popeyes 1.46 - 1.41 - Panda 40 Jersey Mike's 55 Express 1.46 - 1.40 + White Castle 56 Qdoba 41 1.46 + 1.40 + 42 Arby's 57 A&W 1.46 + 1.40 + Checkers / 43 Rally's 58 Schlotzsky's 1.45 + 1.39 + Raising 44 Chipotle 59 Cane's 1.45 = 1.39 + Church's Wiener- 45 Chicken + 60 schnitzel + 1.45 1.39 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 7 National Loyalty Score Measures how loyal the average guest was to each brand vs. the competitive set during June 2017. We observed 5,000+ Visits for each of the following restaurants. Rank Brand/Loyalty Trending Rank Brand/Loyalty Trending 1 McDonald's 16 Dairy Queen 36.1% = 24.6% - 2 Starbucks 17 Einstein Bros 34.5% = 24.3% + Dunkin' 3 Donuts 18 Panera Bread 33.0% = 24.3% - 4 Tim Hortons 19 Burger King 30.8% = 24.3% - 5 Subway 20 Wendy's 28.5% = 24.3% + Sonic The Coffee 6 Drive-In 21 Bean 27.1% = 24.2% - 7 Chick-fil-A 22 Jamba Juice 27.0% = 24.2% - Bruegger's 8 Bagels 23 Taco Bell 26.1% + 24.1% = Moe's 9 Culver's 24 Southwest 25.9% = 24.1% - Caribou 10 Coffee 25 Smoothie King 25.7% - 24.0% = Jack in Whataburger 26 the Box 11 25.5% + 23.7% + Blimpie 27 Chipotle 12 25.2% + 23.6% + TacoTime 28 Baja Fresh 13 24.9% - 23.5% - Taco John's 29 TCBY 14 24.9% - 23.5% - Tropical Smoothie Cafe 30 Jersey Mike's 15 24.9% + 23.3% + 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.