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Westport, CT - A new report by Catapult Marketing finds the experi- ence-driven marketplace includes con- sumer selection of where to dine out. By using proprietary research methods to uncover the drivers of brand prefer- ence in the quick-service (QSR) and fast-casual restaurant industry, Catapult’s “Unmasking The Drivers of Brand Preference in QSR” sheds light on a variety of experiential factors that are likely to determine the winners in the category.
“The back and forth about ‘where to eat?’ isn’t a rational or functional con- versation. There are deeper emotional layers that drive brand selection,” says Doug Molnar, VP, senior director of planning at Catapult.
A two-part research study isolated the stated intent of restaurant selection from the true drivers of brand choice. In phase one, a Catapult ShopperLabTM survey of over 1,000 U.S. consumers, re- vealed a pattern of selection driven largely by practical factors such as type of food, choice of cuisine, location and affordability. In phase two, a SolutionScanTM survey of over 2,000 diners, many of those factors fell to the wayside, replaced by a variety of influ- ences related to the type of experience that diners were seeking.
“Universally, people claim that the primary drivers of restaurant selection are affordability, great tasting food and a satisfying meal,” Molnar explains. “But when we determine what actually drives brand preference, those attrib- utes are replaced by factors such as of- fering traditional flavors and a home-made taste (for lunch), and seek- ing new food options or a trendy place (for dinner).”
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Appetizers:
Chef-driven
food to debut
at Stengel Field 4
Restaurant
patrons skeptical
of online reviews 5
Lime Fresh
Mexican Grill
goes back
to its roots 7
Women’s Food
Alliance expands
in South Florida 11
Entrées:
Advertisers Directory . . . . . . . 2 Appell Pie........................2 Calendar Events .............13 Classified Ads.................14 What’s Going On..............3
FLORIDA’S FOODSERVICE INDUSTRY NEWSPAPER ◆ $3 VOLUME 21 NUMBER 5 ◆ MAY 2017
Study: Sharp contrast between intent and brand choice drivers in QSR
NEW QSR/FASTCASUAL STUDY
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Millennials Stand Out
The research revealed that diners in the Millennial and younger age groups are a complex target for restaurant marketers. On the one hand, these are particularly cost-con- sciousconsumers,placingaffordabil- ity at the top of the list of stated purchase intent. However, the SolutionScan survey revealed deeper experiential forces (e.g., seeking a trendy place to eat) driving the restau- rant choices of Millennials.
“Millennials came of age in an ex- perienced-based culture, so their ex- pectations with regard to customer experiences are much higher than those of other groups, and that is part of what’s driving them to con- stantly try new things,” observes Brian Cohen, EVP, senior group di- rector and head of digital integration at Catapult.
Cohen contends that QSR chains need to think about ways to dial up the “experience and experiment” fac- tor in order to win over today’s younger consumers. That can be achieved through menu innovation or by making the order-ahead process more fun and expedient through an exciting new mobile pro- gram. QSR and Fast Casual chains can also look to the broader food in- dustry for ideas — such as promoting healthier menu items — that will ap- peal to Millennial customers.
Key Takeaways for Marketers
The takeaway for the QSR and Fast Casual category is, put simply, it’s not just about the food. We live in an expe- rience culture, and the dining out expe- rience must live up to the standards
See QSR page 7
Former Daily Eats managing partner opening Comfort Food Haven
Tampa, FL. – Graze 1910 will be opening this summer in The Heights Public Market: a retro eatery serving an array of comfort food classics from the managing partner who helped birth and spearhead Tampa’s popular diner Daily Eats.
After more than 11 years with Ciccio Restaurant Group, partner and general manager Raymond “Ray” Menendez is no stranger to putting his signature spin on American fare. Graze’s menu, which will also serve lunch and dinner, will feature fresh house-made items
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