consumers of fast food: burgers, chicken & grills©analytix business intelligence 2012 7 sample...

©Analytix Business Intelligence 2012

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SOUTH AFRICA BRAND REPORT

– CONSUMERS OF FAST FOOD: BURGERS,

CHICKEN & GRILLS –

COMPILED: MAY 2012


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REPORT OVERVIEW

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Compiled: May 2012

(91 pages)

This comprehensive report examines consumers of Burgers, Chicken and Grills Fast Food brands

in South African: Profile of the Top 12 brands of Burgers, Chicken and Grills Fast Food outlets;

Consumption and brands trends (2007-2011); Amount spent at last Burger, Chicken and Grills

Fast Food outlet visited (2007-2011); Geo-demographics trends among Burger, Chicken and Grills

Fast Food consumers (2007-2011); Detailed geo-demographic profile and brand penetration

analysis; Cellphone and Internet usage; Lifestyle and Media consumption.

The consumer analysis is based on the latest annual consumer survey among a nationally

representative sample of more than 25,000 people - All Media and Products Survey conducted by

the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are:

What are the global and regional Fast Food market trends? USA, Asia and Middle East, Europe and Africa

Who are the Top 12 SA Burgers, Chicken and Grills Fast Food brands and how are they positioned?

What are the important consumer and market trends that should be included in your business strategy?

Who are the consumers of the Top 12 SA Burgers, Chicken and Grills Fast Food outlets? e.g. age, gender,

affluence, lifestage, geographics

How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests

What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines


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REPORT OVERVIEW

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It provides a comprehensive consumer profile of the Burgers, Chicken & Grills category

(minimum category sample = 16 998), as well as a detailed segmentation by brand, namely:

Barcelos, Chicken Licken, Hungry Lion, Kauai, KFC, Maxi’s, McDonald’s, Mochachos,

Nando’s, Spur, Steers and Wimpy.

Additional brands that are included in the South African market trends and geo-demographic

trends analysis of Pizza consumers: Bimbo’s, BJ’s, Mopark.

It examines in detail the demographics, lifestyle, media consumption and cellphone and

Internet usage of the Fast Food Burgers, Chicken & Grills category by brand, making it a vital

reference report for anyone wanting to understand this market.

Why purchase this market research report?

The report focuses on consumer-based intelligence – the most valuable brand asset

Provides a comprehensive analysis of the “big picture” with local consumer/market trends

91 page report with 80+ charts, graphs, tables

Salient points and key insights are highlighted and summarised in comment boxes on each page


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91 page report filled with >100 detailed charts, graphs, tables and insights

SCREENSHOTS FROM REPORT


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SAMPLE FROM REPORT PERSONALLY BOUGHT FROM FAST FOOD OUTLET:

2007-2011

The percentage of Fast Food consumers who had bought Burgers, Chicken or Grills in the past 4 weeks had increased from 57.3%

(17.8 million) of all South African adults 16+ years in 2007 to 65.2% (22.2 million) in 2011.

2007 2008 2009 2010 2011

Total Adults population

(16+ years) 31 109 074 31 305 016 31 418 675 32 962 328 34 037 887

Total Burger, Chicken or Grills

consumers (16+ years) – personally

bought in PAST 4 Weeks 17 828 188 17 711 745 17 996 030 20 746 163 22 206 089

% of Total Adult Population (16+

years) 57.3% 56.6% 57.3% 62.9% 65.2%

Source: AMPS 2007B-2011B (16+ years adult population)

Sample Size: 21 068 (2007); 21 083 (2008); 25 170 (2009); 25 160 (2010); 25 160 (2011)

Based on weighted numbers

0%

10%

20%

30%

40%

50%

60%

70%

2 007 2 008 2 009 2 010 2 011

57% 57% 57%

63% 65%

Personally bought Burgers, Chicken or Grills from a Fast Food Outlet in the past 4 weeks: 2007-2011


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KFC occupied the largest share across all LSM segments, with the highest in LSM 1-4 (56%). Brand penetration for KFC declined the

higher the LSM segment, with the lowest share among LSM 10 (28%).

The brand penetration for McDonald's was highest in LSM 10 (16%) and lowest in LSM 1-4 (5%).

SAMPLE FROM REPORT BRAND PENETRATION: LSM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total LSM 1-4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

1% 1% 1% 1% 1% 1% 1% 1% 7% 10% 12% 9% 7% 6% 4% 3%

4% 8% 7%

8% 4% 3%

2% 1%

1%

1% 1%

1% 1% 1%

38%

56% 52%

43%

38% 35%

32% 28%

1%

1% 1%

1%

1% 1%

1%

1%

12%

5% 6%

9%

12% 13%

15% 16%

1%

1% 1%

1%

1% 1%

1% 1%

10%

8% 8%

10%

10% 12%

12% 11%

9%

2% 3%

6%

8% 10% 12%

13%

8%

3% 4% 6%

7% 8% 9%

10%

8% 3% 4% 6% 9% 9% 11% 13%

Brand penetration of Burgers, Chicken & Grills purchased at Fast Food outlet in the past 4 weeks by LSM

Wimpy

Steers

Spur

Nando's

Mochachos

McDonald's

Maxi's

KFC

Kauai

Hungry Lion

Chicken Licken

Barcelos

Source: AMPS 2011B (Adults 15+ years)

Sample Size: 16 998 Fast Food (Burgers, Chicken & Grills) bought in the past 4 weeks; See beginning of section for breakdown

Note: all figures based on unweighted numbers


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SAMPLE FROM REPORT INTERNET ACCESS PAST 7 DAYS

31% of Burgers, Chicken & Grill consumers had accessed the Internet in the past 7 days.

Internet access was highest among McDonald’s (47%), Kauai (46%), Steers, and Spur (44%) customers.

Total

Barcelos

Chicken Licken

Hungry Lion

Kauai

KFC

Maxi's

McDonald's

Mochachos

Nando's

Spur

Steers

Wimpy

31%

40%

26%

17%

46%

29%

41%

47%

39%

40%

44%

44%

41%

69%

60%

74%

83%

54%

71%

59%

53%

61%

60%

56%

56%

59%

Internet access in the past 7 days by Fast Food (Burgers, Chicken & Grills) brand

Accessed Internet Past 7 Days Not Accessed Internet Past 7 Days





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SAMPLE FROM REPORT TOP 3 RADIO STATIONS (PAST 7 DAYS)

Metro fm (23%) was the most popular radio station among almost all Burger, Chicken & Grill consumers. However, among

Mochachos customers (27%), 5fm was the most popular radio station listened to in the past 7 days.

Among Chicken Licken (17%) and Hungry Lion (12%) customers, Ukhozi FM was the second most popular radio station listened to

in the past 7 days.

Total Percentage

Metro fm 23%

5fm 15%

Ukhozi FM 12%

Barcelos Percentage

Metro fm 28%

5fm 20%

Ukhozi FM 13%

KFC Percentage

Metro fm 23%

5fm 14%

Ukhozi FM 13%

Nando's Percentage

Metro fm 31%

5fm 19%

Ukhozi FM 14%

Spur Percentage

Metro fm 23%

5fm 21%

Radiosondergrense 17%

Maxi's Percentage

Metro fm 23%

5fm 20%


Chicken Licken Percentage

Metro fm 34%

Ukhozi FM 17%

5fm 14%

Steers Percentage

Metro fm 27%

5fm 22%


McDonald's Percentage

Metro fm 29%

5fm 24%


Hungry Lion Percentage

Metro fm 29%

Ukhozi FM 12%

5fm 12%

Wimpy Percentage

Metro fm 20%


5fm 17%

Mochachos Percentage

5fm 27%

Metro fm 23%


Kauai Percentage

Metro fm 25%

5fm 25%

Ukhozi FM 9%




consumers of fast food: burgers, chicken & grills©analytix business intelligence 2012 7 sample...

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