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KFC a.m. BRS / ATU – Tyne Tees Topline results Prepared by Conquest (MC/RM/RH) October 2008 11334.

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Presentation on theme: "KFC a.m. BRS / ATU – Tyne Tees Topline results Prepared by Conquest (MC/RM/RH) October 2008 11334."— Presentation transcript:

1 KFC a.m. BRS / ATU – Tyne Tees Topline results Prepared by Conquest (MC/RM/RH) October

2 How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? Topline Issues

3 Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? Topline Issues

4 4 Profile of KFC am adopters: Early adopters tend to be males, heavy KFC users who work full-time Base: All breakfast trialists (580)

5 5 Core breakfast occasions: The main occasion for consumers was on their way to work Base: All breakfast trialists (580)

6 6 Are we seeing any new consumers coming in?: Although the majority are existing KFC p3m users – we see a small % of new users coming into KFC with breakfast menu Over-indexing on females 36+ Base: All breakfast trialists (580)

7 7 How became aware of KFC a.m.? TV played greatest role, but posters also cited strongly Base: All breakfast trialists (580)

8 8 Overall satisfaction with experience Overall, a.m. consumers enjoyed their experience Base: All breakfast trialists (580)

9 9 Repeat visit intent for breakfast in next 3 months Encouragingly, 6 in 10 say they will definitely re-visit for breakfast Base: All breakfast trialists (580) (Not occasion specific)

10 10 Repeat visit intent for breakfast in next 3 months This is highest amongst heavy user C2DEs, however no group displays any strong levels of rejection to coming back Base: All breakfast trialists (580,) (165), (202), 36+ (199), Heavy (312), Medium (187), Light (81), ABC1 (263), C2DE (308)

11 11 What was the service like? Strong service levels overall, with ordering found fairly easy Wallsend / Byker strongest Grainger St weakest Base: All breakfast trialists (580)

12 12 Made to feel welcome They made it easy to place my order The lobby host guided me through the menu Served quickly/efficiently Staff were passionate/knowledgeable Made me feel like valued customer Staff were noticeably enthusiastic about serving me Staff appeared genuinely friendly, smiling and keen Food served as ordered Base: Completely Satisfied (288) Others (286) +29% +25% +31% +27% +32% +27% +29% +20% +17% What service attributes drive complete satisfaction? All service attributes help drive satisfaction, however friendliness and enthusiasm of staff appears to be most important in ensuring happy customers

13 13 Is the service quick and efficient? No strong levels of criticism, however reduction of wait for food would further drive trip satisfaction Base: All breakfast trialists (580) 69% completely satisfied19% completely satisfied

14 How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need?

15 15 Products bought by subgroup Twister attracts the highest proportion of female buyers Base: All breakfast trialists (580)

16 16 Motivations for buying individual product Looking really tasty is a key driver to buying a specific product % Base: All breakfast trialists (580)

17 17 Motivations for buying individual product Indexed against average % across all products Base: All breakfast trialists (580)

18 18 Main motivation for buying individual product The exciting nature of the products is a key draw % Base: All breakfast trialists (580)

19 19 Main motivation for buying individual product Base: All breakfast trialists (580)

20 20 Motivation for buying individual product – spontaneous Wrapstar receives as many unprompted mentions of ‘looking good’ as advertised products (Loaded/Twister) Base: All breakfast trialists (580) SPONTANEOUS RESPONSE

21 21 Overall product satisfaction Wrapstar, Challenger Box Meal and Twister are particularly strong menu items, while Filler’s low scores are concerning Low end BRS product top box norm = 51 Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

22 22 Comparison of experience with expectations On the whole, the products strongly exceed expectations, with only Filler seeing high levels of disappointment % Better% Worse Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

23 23 Comparison of experience with expectations On the whole, the products strongly exceed expectations, with only Filler seeing high levels of disappointment % Better% Worse Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58) Why is Filler worse than expected? (20 people) 5 mentions of disliking bread 4 mentions of disliking sauce 3 mentions of disliked taste (overall) 2 mentions of ingredients disliked 2 mentions of sausage disliked 2 mentions of ‘sweet tasting bread’

24 24 Likely repurchase intent of the product: Whilst commitment to repurchase generally meets KFC norms, Filler is a clear outlier Top Box Norm from low end BRS tests: 53% Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

25 25 How often are they likely to repurchase their product? Good proportion feel their product will become a regular purchase Base: All who would def/prob repurchase (437) Regularly: 63% 69% 49% 78% 43% Highest for Challenger BM (42%) / Lowest for Twister (20%)

26 26 Value for money Value scores are on the whole encouraging – with the strong top box for £3.99 Charger BM showing that abundance is as key to value at breakfast as absolute price point Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58) Filler and Twister show muted top box value compared to the other products

27 27 % Excellent/very good Product taste: Strong differentiation between best and lowest performing breakfast products, with Wrapstar and Box Meal performing strongest on taste, and Filler weakest Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

28 28 Diagnostic Summary – Filler The Filler bun, overall texture and sauces see low optimal scores

29 How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? What’s stopping more people trying KFC am?  Barriers to trial  What further information do they need? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? Are your core target aware of KFC a.m.?  Do they see KFC a.m. as new?  Have they seen/heard the advertising?

30 30 Awareness among the target is already promising North East % Males, 40% Females All med/heavy QSR users Eat breakfast out of home at least once a fortnight (62% of this target) All to be KFC users (56% of this target) 70% Aware KFC does breakfast 67% Aware KFC has a new breakfast range KFC am ATU sample designed to focus in on core initial target:

31 31 How new do consumers think KFC breakfast is? The majority know that breakfast is a new format for KFC Base: All breakfast non trialists (149) Nobody thought KFC had always offered breakfast

32 32 How did non-trialists 1st become aware of KFC a.m.? TV played the central role in raising awareness, with outdoor also contributing – radio receives few mentions as a primary source of awareness Base: All breakfast non trialists (149)

33 33 Total sources of awareness among non-trialists Base: All breakfast non trialists (149)

34 34 TV Ad Recognition 2/3rds recognise at least 1 of TV ad executions Base: All breakfast non trialists (149)

35 35 Radio ad recognition 1 in 4 recall Radio – higher amongst listeners of applicable stations Base: All breakfast non trialists (149)

36 36 Press ad recognition Any Metro front/back – 38% Base: All breakfast non trialists (149)

37 37 Outdoor ad recognition Base: All breakfast non trialists (149)

38 38 Cumulative Media Mapping: Of the different media used the radio extended reach the least Base: All breakfast non trialists (149) 93% recognised at least 1 element of the campaign Only 1% of sample recognised the radio but had not seen any of the TV, outdoor or press

39 39 Diagnostics – Bi-Polar Scales The campaign delivers on new news, with the TV very well liked Mean Score / 7 Mid-point Not for people like me Didn’t tell me anything new Same as other ads I see on TV/ hear on the radio For people like me Told me something I didn’t know Different to other ads I see on TV/hear on the radio Hate itLove it Base: All breakfast non trialists (149)

40 40 Diagnostics – Bi-Polar Scales Mid-point Not something I expect from KFCSomething I expect from KFC Same as other KFC ads I have seen Different to other KFC ads I have seen Could be food for any time of dayClearly shows this food is for breakfast Does not give me the impression that KFC a.m. is new at all Gives me the impression that KFC a.m. is totally new Gives me the impression very strongly that KFC a.m breakfast would leave you feeling fully charged and ready to take on the world Does not give me the impression at all that KFC a.m breakfast would leave you feeling fully charged and ready to take on the world Base: All breakfast non trialists (149)

41 41 Base: Total ATU (149) How warm do consumers feel towards the TV ad? ATU Conquest Ad Warmth Norms 9+ : Norm = 21% / Upper Norm = 32% Mean score: Norm = 6.4 / Upper Norm – 7.2 Mean score /

42 42 How warm do consumers feel towards the TV ad? ATU Mean score / Base: Total ATU (149)

43 Verbatim response to TV ads – The ‘filling breakfast’ message gets through in a humorous way funny. not taken themselves seriously. modern good advert, to the point, it gives you energy they make me laugh and it sticks in your head they were quick witted Gives the impression that you will be ready to take on anything after you have had a KFC am breakfast Quite amusing - It gives the impression that it'll give labourers enough strength to move mountains literally doing what they say. once you had their breakfast you can do anything quite witty really like the ads,everyday sayings going in a different direction,quirky and clever That KFC breakfasts would fill you up making you feel strong and ready to take on the day Was funny and light hearted but looks like KFC AM only appeals to men liked the humour and the voice over. made it seem like they were hearty cooked breakfasts the food looked good the food is good and sets you up for the day 'food looks appetising and filling. Restaurant looks like a friendly, welcoming environment that the breakfast sets you up for the day. they are aimed at men They made me feel happy, i like an advert that can make you laugh, that appealed to me looked nice, made me want to get a KFC breakfast more than usual They were funny and original Yeah, they're quite funny and the pic at the end looks yummy 'they are funny, look nice, tell you the times that they are open. made me feel like KFC have a sense of humour they were new and funny, original springs to mind They were quite funny plays on everyday phrases. Makes me feel like they will offer a fulfilling breakfast that will last until lunch time funny, don't get sick of watching it, makes you feel you will have plenty of energy and feel alive after eating it they show real people, they are funny and give the impression that the food will fill you up and prepare you energy wise for the day ahead ATU

44 Verbatim response to TV ads …however not communicating the actual product? they're funny but didn't really tell you much about what's on offer They are amusing but don't show much about the breakfast I thought the adverts were funny and good to watch but I didn't remember much about the product Didn't really like the TV ads as i couldn't relate to them - are KFC breakfast targeted at males only? 'they were funny and made me want to see what breakfast menu they do Interested to try the product, but you don't find out the full range available. The adverts are funny though Nothing mentioned about the product or price 'not very exciting - aimed at men! Didn't think it was a particularly funny or clever advert, didn't like the screaming, didn't give prices the options are seems only with sausage.. they were actually quite funny although the first one was a bit too silly. does not really say anything about the product They were amusing, but the products shown did not look like anything innovative or different to those you can get elsewhere male oriented don't tell you anything about the products, why i should go to KFC. completely pointless Doesn't really explain what is in their breakfast range Advert was humorous however it doesn't tell you about the food available I don't know what the breakfast range consists of not explaining what's on offer or price the ads were quite short and i couldn't remember if id seen them or not. they did not say what was in the breakfast although the picture of the food at the end was good. i didn't really know what food was being offered ATU

45 How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? How positive is the KFC am experience for your customers?  Who are they? How do they rate the experience?  Will they revisit? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are KFC am customers satisfied with the products?  Are there any product issues?  Will they repurchase the product? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising? Are your core target aware of KFC am?  Do they see KFC am as new?  Have they seen/heard the advertising?

46 46 What are the barriers to trial? Beyond lack of opportunity to date, uncertainty around the product range appears to be a key barrier Base: All breakfast non trialists (149) 62% male, 54% female

47 47 What are the barriers to trial? The ‘Fried Chicken issue’ is a factor, but is not at a critical level Base: All breakfast non trialists (149)

48 48 Spontaneous reasons why not tried: Getting consumers to break their current journey/routine will be a clear challenge Base: All breakfast non trialists (149)

49 49 Is lack of knowledge about KFC a.m. a barrier to trial? Once awareness is created, more info on product range would clearly be beneficial What would consumers need to know before they would consider KFC a.m.? Base: All breakfast non trialists (149)

50 50 Summary How positive is the KFC a.m. experience for your customers? Are KFC a.m. customers satisfied with the products? Early adopters of KFC a.m. hit the target of working heavy KFC males Encouragingly, these early trialists are happy with the a.m. experience, displaying high levels of satisfaction and intention to re-visit Service levels are rated highly – with the data highlighting that staff interaction (being welcoming, friendly) makes the difference between being completely satisfied and just satisfied Early adopters of KFC a.m. hit the target of working heavy KFC males Encouragingly, these early trialists are happy with the a.m. experience, displaying high levels of satisfaction and intention to re-visit Service levels are rated highly – with the data highlighting that staff interaction (being welcoming, friendly) makes the difference between being completely satisfied and just satisfied On the whole, we see strong levels product ratings for individual products, with Wrapstar, Challenger Box Meal and Twister particularly strong on satisfaction and taste There is no product issue with the Twister in itself, however we are finding that the profile of buyers skews towards ABC1 females who are less likely to be frequent re-purchasers Throughout the product data Filler performs less than optimal. Key factors coming through at this stage are consistent with CPT – texture of bun and strength of sauce causing concern On the whole, we see strong levels product ratings for individual products, with Wrapstar, Challenger Box Meal and Twister particularly strong on satisfaction and taste There is no product issue with the Twister in itself, however we are finding that the profile of buyers skews towards ABC1 females who are less likely to be frequent re-purchasers Throughout the product data Filler performs less than optimal. Key factors coming through at this stage are consistent with CPT – texture of bun and strength of sauce causing concern

51 51 Summary Are your core target aware of KFC a.m.? What’s stopping more people trying KFC a.m.? Among your core target, you have already created strong basic awareness that you have a new breakfast platform, with 7 in 10 of target audience aware of KFC a.m. TV has played the central role in creating awareness, with good support from press and outdoor. Going forward, however, there is a question as to how much radio is contributing to the campaign The style chosen for the comms appears to be engaging and impactful Among your core target, you have already created strong basic awareness that you have a new breakfast platform, with 7 in 10 of target audience aware of KFC a.m. TV has played the central role in creating awareness, with good support from press and outdoor. Going forward, however, there is a question as to how much radio is contributing to the campaign The style chosen for the comms appears to be engaging and impactful The communication successfully create awareness of KFC a.m., and your target audience are open to the idea However, because of the nature of breakfast, getting people to step out of their normal routine will be a significant challenge In order to convert a higher proportion to trial, the next step will be to tell consumers more about the specific product range KFC offers at breakfast The communication successfully create awareness of KFC a.m., and your target audience are open to the idea However, because of the nature of breakfast, getting people to step out of their normal routine will be a significant challenge In order to convert a higher proportion to trial, the next step will be to tell consumers more about the specific product range KFC offers at breakfast

52 Appendix

53 53 How appealing was the packaging? Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

54 54 How easy to use was the packaging? Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

55 55 Were you asked if you wanted to add regular beans for 89p / hash brown for 49p? Base: All breakfast trialists (580) Baked BeansHash Brown BRS

56 56 Product Imagery Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58) BRS % agree

57 57 Product Imagery Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58) BRS % agree strongly

58 58 Diagnostic Summary - Loader

59 59 Diagnostic Summary - Wrapstar

60 60 Diagnostic Summary - Challenger

61 61 Diagnostic Summary - Charger

62 62 Diagnostic Summary - Twister

63 63 Diagnostic Summary - Riser

64 64 Base: c.150 Dominant flavour – a.m. Loader % Base: Loader all single code (142) (51) (91) BRS

65 65 Base: c.150 Dominant flavour – a.m. Wrapstar % Base: Wrapstar all single code (68) (33) (35) BRS

66 66 Base: c.150 Dominant flavour – a.m. Charger (Sausage/Bacon variants combined) % Base: Charger/Challenger all single code (111) (40) (70) BRS

67 67 Brand perception: KFC a.m. target Base: Total ATU (149) ATU %

68 68 Brand perception: KFC a.m. target ATU % Base: Total ATU (149)

69 69 Base: 149 What territory does each breakfast brand own? McDonalds Tastes great Best environment for having breakfast Best value for money Can eat breakfast inexpensively Wide variety of choice Easy to eat on the go Subway Healthiest breakfast products Made from real, quality ingredients KFC Unique breakfast products None Leaves you with batteries fully charged/firing on all cylinders Breakfast here is a real treat Leaves you feeling ready to take on the world ATU

70 70 % Excellent/very good How are the products rated overall? Base: All breakfast trialists (580)


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