reopen restaurants with confidence · source: health and safety consumer study, wave 1. 15 ‒©...

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REOPEN RESTAURANTS WITH CONFIDENCEEnsuring protections are in place to keep consumers safe, healthy and loyal in the 6-foot economy


6/2/2020

CONSUMER HEALTH AND SAFETY INDEX

Powered by Ipsos

© Ipsos2 ‒ © Ipsos

THE PROBLEM

© Ipsos

Business challenges in a dynamic environment

01.What are

consumers’ new attitudes

towards health and safety?

02. 03.What can you do

to make consumers feel

safe while at your restaurant?

What can food & beverage brands do

to proactively measure and manage

health and safety?

3 ‒

Where are food & beverage brands now, in delivering on those H&S expectations? 04.

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WHEN WILL WE BE BACK TO "BUSINESS AS USUAL"?

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A majority of Americans:

Expect pandemic conditions to last

Will be nervous to leave their homes, even if businesses reopen

Are unlikely to swiftly return to public spaces or shopping when conditions are lifted

5 ‒

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Surprise, Americans are staying at home more…

Source: Ipsos Poll April 22

85%67%

61%

53%

51%

48%

46%

I am staying home except for necessities (e.g., food) or work

I am taking advantage of time at home

I have been avoiding shopping at physical stores

I am cooking from scratch more

I am currently trying to eat healthier

I am changing existing plans and gathering supplies

I am exploring new things

I am staying home except for necessities (e.g., food) or work

For each of the statements below, indicate your level of agreement:

53%I am cooking from scratch more

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Consumer shopping behavior will not return to normal even after restrictions are lifted

Will delay returning to brick and mortar retail for at least 1 week once restrictions are lifted

% Agree

Cite the possibility of getting sick being their main concern about visiting brick and mortar retail

% Agree

Source: Health and Safety Consumer Study, Wave 1

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As seen in the 2008 Great Recession, such anxieties can persist for years

Source: Ipsos US Affluent Survey

Concern about the economy following the 2008 Great Recession

8 ‒

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Ultimately, safe business will be good business

9 ‒ © Ipsos


HOW DO AMERICANS FEEL ABOUT HEALTH AND SAFETY?

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Key Takeaways

1 Trust is low with most retailers right now, but particularly with those who already suffer reputationally

2 Customers feel they are exerting more effort than companies to keep themselves safe

3 There is opportunity to charge a premium for brands that get this right

© Ipsos12 ‒

Consumers continue to shop at essential retailers

16%

28%

42%

42%

42%

48%

49%

50%

67%68%

89%

Wireless Carrier

Coffee Shop

Warehouse Store

Quick Service Restaurant

Bank

Home Improvement Store

Convenience Store

Fast Food Restaurant

Big Box Store

Gas Station

Grocery Store/Supermarket

Shopped inside a retailer in the past 30 days



Gas Station

Big Box Store

Fast Food Restaurant 50%

© Ipsos13 ‒

Consumers trust grocery stores' cleanliness and safety protocols significantly more than any other industry

25%

1%

1%

1%

2%

3%

3%

4%

8%

9%

10%

33%

I don't trust any

Wireless Carrier

Gas Station

Convenience Store



Coffee Shop


Warehouse Store

Big Box Store

Bank


1 in 4consumers don’t

trust any industries for

their cleanliness and safety protocols

Most trusted type of retailer


© Ipsos

Employees appear to take health and safety seriously

14 ‒

There is a strong relationship between trust and employees appearing to take health and safety seriously

52%

58%

64%

71%

67%

70%

73%

76%

75%

74%

78%

Wireless Carrier

Gas Station

Convenience Store



Coffee Shop


Warehouse Store

Big Box Store

Bank

Grocery Store/SupermarketMost Trusted

Least Trusted

% employees appearing

to take health and

safety seriously


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Health & safety is important to consumers, and they want companies to spend more effort here

Importance of retailer health & safety measuresTop 2 Box

55%

Perceived customer effort in keeping themselves healthy & safe

Top 2 Box

Perceived company effort in keeping customers healthy & safeTop 2 Box

48% 29%


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Health & safety protocols are the most important factor when returning to retailers once restrictions have lifted

Health and safety protocols are 4X more important

than good customer service

to consumers


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Retailers that excel in this area will strengthen customer loyalty and share of wallet


Will stop shopping at retailers not taking health & safety measures seriously

% Agree

Will pay at least 10% more for products at stores doing a superior job w/ health & safety

% Agree

62% 24%


SNEAK PEEK:WHAT WE LEARNED

© Ipsos19 ‒

We measured importance of 20+ health and safety attributes1. Clear 6-foot social distancing markers inside the store

2. Clear 6-foot social distancing markers outside the store

3. Contactless checkout

4. Customers must make appointments

5. Customers must wear masks

6. Employee enforcement of social distancing

7. Employee safety equipment available to wipe down carts

8. Employee safety equipment appears consistent

9. Employee safety equipment is provided by their employer

10. Employees visibly disinfect carts / entrance / self-checkout

11. Hand sanitizer available in restrooms

12. Hand sanitizer available at the entrance

13. Organized management of store occupancy

14. One-way aisles

15. Only pickup (curbside or in-store) options available

16. Plexiglass dividers at counters / checkout

17. Quizzing customers on recent travel or exposure to potentiallyill people

18. Intercom reminders about social distancing

19. Sanitizing wipes available

20. Store associates wearing gloves

21. Store associates wearing masks

22. Store restrooms have motion sensors for faucets, soap, andtowels

23. Taking customer’s temperatures before they’re allowed toenter the store

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We conducted a driver analysis on 5 dependent variables

Company trust

Company effort

Willingness to pay a premium

Likelihood to return

Likelihood to recommend

© Ipsos

Industries Included

Big Box Home Improvement

Oil & Gas Drugstore

Grocery

Food & Beverage

Telecom

• Distancing• Signage/Messaging• Sanitizer• Wearables• Barriers• Cleanliness• Overall Feeling Safe• Likelihood to Return• Company Effort

Measurement CategoriesF&B Brands Included

We mystery shopped to measure application of Health & Safety protocols by industry and brands

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Be well-informed about where to place precious investment in this time of rapid change and transformation

Impa

ct

Performance

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Table Stakes: Must be solid to complete

Impa

ct

Employees wearing masksSocial distancing signage/

markers outside location

Employees wearing gloves

Hand sanitizer available at entrance/ restrooms

Sanitizing wipes available at

entrance

Performance

© Ipsos24 ‒

Table Stakes: Must be solid to compete

Employees wearing masks

Employees wearing gloves

Hand sanitizer

available at entrance / restrooms

Sanitizing wipes

available

Social distancing

markers outside location

© Ipsos26 ‒

Differentiators: Create competitive advantage

Impa

ctEmployee safety

equipment is provided by their employer

Clear 6-foot social distancing markers at counter

Plexiglass dividers at counters

Employees visibly wiping down trays, exterior entrance,

counter with disinfectant

Managing the total number of

customers entering the location in an organized fashion

Performance

© Ipsos27 ‒

Differentiators: Focus on the visual - what customers see for themselves matters most

Employee safety

equipment is provided

by their employer

Organized management of occupancy

Clear 6-foot social

distancing markers

Plexiglass dividers at counters

Employees visibly disinfect entrance / trays /

counters

© Ipsos29 ‒

Pitfalls to avoid

Doing nothing at

all

Approaches that infer customers

are exerting more effort than companies

Actions that appear

inconsistent to consumers

© Ipsos

Health & Safety Index Score across industry sectors

30 ‒

Consumer perceptions of performance on health and safety vary greatly by industry


Grocery Big Box Retail Pharmacy SectorAverage

HomeImprovement

Restaurants Tech &Telecom

Oil & Gas

50.4

38.7 36.9

24.4

43.5 40.6 37.0 33.5

© Ipsos

RestaurantAverage

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10

Health & Safety Index Score across the 10 restaurant brands tested in wave 1

31 ‒

H&S Index differences by restaurant brand

40.536.9 39.6

32.937.2 37.6 39.7

35.7 36.4 34.7 34.3


© Ipsos

RestaurantAverage

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 9 Brand 10

Likelihood to Return across the 10 restaurant brands tested in wave 1

32 ‒

Likelihood to Return reveals clear leaders

80.477.187.3

71.183.8 80.7 77.2 76.1 73.1 71.6 70.8


© Ipsos

Wearables OverallFeeling

Safe

Likelihoodto

Return

CompanyEffort

Barriers Distancing Cleanliness Signage Sanitizer

Categories (groups of related attributes) across the 10 restaurant brands tested in wave 1

33 ‒

Attribute “categories” clearly show performance stratification

74.479.2 72.9 77.1

55.7 54.2

18.7 17.4 15.2


© Ipsos

Heat map of competitive performance across the same attribute categories

34 ‒

A tale of three brands . . .

WearablesOverallFeeling

Safe

Likelihoodto

Return

Company Effort Barriers Distancing Cleanliness Signage Sanitizer

Brand 1 91.25 92.92 87.25 88.17 62.72 48.09 24.21 20.78 4.67

Brand 2 76.27 83.82 83.82 82.35 58.84 53.28 22.94 20.64 5.83

Brand 3 77.2 84.08 80.7 78.41 47.66 55.2 20.61 19.06 21.42

Brand 4 85.51 80.48 80.41 77.6 40.23 68.42 22.81 21.47 20.12

Brand 5 75.29 77.57 77.21 73.97 69.63 62.45 17.76 18.76 17.74

Brand 6 86.04 82.06 76.12 74.65 54.93 43.88 22.15 12.38 20.89

Brand 7 79.42 71.88 73.05 68.44 72.8 50.95 11.33 15.2 9.32

Brand 8 75.48 75.19 71.58 68.95 38.88 60.11 16.54 16.95 20.14

Brand 9 68.73 66.67 71.11 68.21 60.18 40.59 13.55 14.68 15.35

Brand 10 73.63 66.92 70.75 63.98 56.23 58 13.61 15.82 9.93


© Ipsos

Heat map of competitive performance across the same attribute categories

35 ‒

A tale of three brands . . .

WearablesOverallFeeling

Safe

Likelihoodto

Return

Company Effort Barriers Distancing Cleanliness Signage Sanitizer

Brand 1 91.25 92.92 87.25 88.17 62.72 48.09 24.21 20.78 4.67

Brand 2 76.27 83.82 83.82 82.35 58.84 53.28 22.94 20.64 5.83

Brand 3 77.2 84.08 80.7 78.41 47.66 55.2 20.61 19.06 21.42

Brand 4 85.51 80.48 80.41 77.6 40.23 68.42 22.81 21.47 20.12

Brand 5 75.29 77.57 77.21 73.97 69.63 62.45 17.76 18.76 17.74

Brand 6 86.04 82.06 76.12 74.65 54.93 43.88 22.15 12.38 20.89

Brand 7 79.42 71.88 73.05 68.44 72.8 50.95 11.33 15.2 9.32

Brand 8 75.48 75.19 71.58 68.95 38.88 60.11 16.54 16.95 20.14

Brand 9 68.73 66.67 71.11 68.21 60.18 40.59 13.55 14.68 15.35

Brand 10 73.63 66.92 70.75 63.98 56.23 58 13.61 15.82 9.93

1

3

10


© Ipsos36 ‒

Final Takeaways

1 Visible cues, consistent actions matter

2 Employees are your #1 asset and opportunity

3Consumer preference is quickly evolving, be ready to pivot and adapt rapidly


CONSUMER HEALTH AND SAFETY INDEX

Ensuring protections are in place to keep consumers safe, healthy and loyal in the 6-foot economy

Powered by Ipsos


© Ipsos38 ‒

Consumer Health & Safety Index…Wave 1 Results now available

C L A R I F YUnderstand what makes consumers feel safe in your stores.

C O M PA R EBenchmark against key competitors and discover effective cross-industry strategies.

C O N F I R MComply with regulations to keep stores open and consumers feeling safe

© Ipsos39 ‒

Consumer Health & Safety Index… Wave 1 Results now available

C L A R I F YUnderstand what makes consumers feel safe in your stores.

C O M PA R EBenchmark against key competitors and discover effective cross-industry strategies.

C O N F I R MComply with regulations to keep stores open and consumers feeling safe

What you’ll receive… What you’ll be able to do…

DELIVERABLES

Site Level Retailer Data

Executive Industry Benchmark Report

Online Reporting Portal

All Industry Insights & Recommendations Deck

© Ipsos© Ipsos40 ‒ © Ipsos

How Do I Purchase the Index?

Want to learn more about our Consumer Health & Safety Index?Contact us:

[email protected]@Ipsos.com203.722.3915

mailto:[email protected]

mailto:[email protected]

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reopen restaurants with confidence · source: health and safety consumer study, wave 1. 15 ‒©...

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