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ARBY`S - DataSsential
generated: June 2014 ARBY’S BrandFingerprints™ contact Datassential (Dave Jenkins) 847-903-5744 | [email protected] fingerprint identifiers PERFORMANCE CRAVE-ABILITY OCCASIONS 17 33 5 PROXIMITY VISIT DRIVERS 24 TRAFFIC ENGAGEMENT 10 44 UNMET NEEDS 28 48 Each restaurant chain has a unique fingerprint – a set of factors that determine who its customers are, why they visit. 2 FINGERPRINT™ Analysis 3 OVERVIEW Arby’s Strengths & Weaknesses Strengths Weaknesses Meal appeal Traffic / visitation Dinner on the way home Ad recall Lunch offerings Unaided awareness Food quality Social occasion appeal Freshness Ethnic consumer appeal Taste Millennial appeal Unique menu items Breakfast Meal appeal Kids menu Sandwiches Affordability Appetizers / snacks Snacking & beverage visits Hot beverage program 4 OCCASIONS 5 28 occasions OCCASIONS are the scenarios for which consumers eat and drink away from home; they describe the underlying motivators for AFH activity. work lunch casual lunch romantic meal family meal last minute dinner casual dinner quick bite dinner on the way home brunch special occasion morning commute hanging with friends social gathering running errands before an event work break impressing someone cheap bite food for energy festive with co-workers after work formal dinner relaxing at home guy‘s night out girl‘s night out holdover weekend breakfast road trip 6 OCCASIONS Current Visit Patterns Festive Impressing someone Celebration Coworkers after work Work break Work lunch Girls' night out Guys' night out Before event Social gathering Hanging with friends Romantic meal Holdover Food as fuel Weekend breakfast Relaxing at home Formal dinner Brunch Family meal Road trip Running errands Morning commute Dinner on way home Cheap bite Quick bite Casual dinner Last minute dinner Casual lunch POSITIVE gap vs. top LSR’s Arby’s NEGATIVE gap vs. top LSR’s % OF VISITS BELONGING TO THAT OCCASION Compared to other LSRs, Arby’s is particularly likely to be visited for dinner on the way home… … with lower visitation for away from both socialbased and morning eating occasions. 0% 5% 10% Source: Datassential Consumer Insights 15% 20% 25% 30% 7 OCCASIONS POSITIVE gap vs. top LSR’s Arby’s Appeal NEGATIVE gap vs. top LSR’s Festive Impressing someone Celebration Coworkers after work Work break Work lunch Girls' night out Guys' night out Before event Social gathering Hanging with friends Romantic meal Holdover Food as fuel Weekend breakfast Relaxing at home Formal dinner Brunch Family meal Road trip Running errands Morning commute Dinner on way home Cheap bite Quick bite Casual dinner Last minute dinner Casual lunch APPEAL FOR THAT OCCASION Arby’s appeal rates lower than other leading LSRs in multiple areas. It is, however, thought to be a comparatively better option for a casual lunch, last minute dinner, or dinner on the way home. 0% 5% 10% 15% Source: Datassential Consumer Insights 20% 25% 30% 35% 40% 45% 50% 8 OCCASIONS Target Opportunities CURRENT CORE FOCUS Arby’s Relative Appeal (versus other top LSRs) SECONDARY FOCUS Dinner way home Holdover Food as fuel Last minute dinner Casual lunch Running errands Casual dinner Road trip Before event Quick bite Work break Work lunch Guys' night out Family meal Relaxing at home Co-workers after work Girls' night out Hanging w/ friends Cheap bite Formal dinner Romantic meal Festive Impressing someone Morning commute Brunch Social gathering Celebration LESS CRITICAL Despite being in the “less critical” quadrant, Arbys’ low appeal for morning occasions is a concern. Weekend breakfast WHITESPACE Occasion Frequency (total AFH) 9 TRAFFIC 10 TRAFFIC Arby’s Eater Types average across top LSRs Basic Eaters Quality Essentialists Progressives Experientialists dispassionate about food, focusing more on value and convenience. quality matters to a certain point; it’s got to be good, but doesn’t have to be great passionate about food and health, and more willing to try new things go beyond the food to also focus on the experiential aspects of eating & drinking 15% 22% 30% 33% 12% 22% 31% 35% Source: Datassential Consumer Insights 11 TRAFFIC Arby’s EMPLOYMENT Patron Demography HH SIZE White collar 45% Blue collar 18% White collar 52% 2.8 Blue collar 16% (3.0) Urban 33% Do not work 32% 41% White African Amer. Hispanic 6% 9% Asian GENERATIONS 30% 26% 25% 9% 3% 1% 2% Other Source: Datassential Consumer Insights Millennials Top LSR 13% 25% 45% 17% Rural 26% 40% 31% 5% Arby's 14% 28% 45% 13% Rural 30% Suburban 34% ETHNICITY 6% 8% Under $25k $25k - $50k $50k - $100k Over $100k Suburban 36% Urban 40% 82% 72% INCOME Do not work 37% 51% (51%) HOME 49% (49%) average across top LSRs Gen X Boomers 2% Silent Generation 12 TRAFFIC Arby’s Users Patron Behavior & Values average across top LSRs 38% % OF MEALS EATEN… Arby‘s Users Top LSR Average Delta At home 68% 66% +2% Away from home 32% 34% -2% 34% 33% OF RESTAURANT VISITS, % THAT ARE AT… Arby's Users Top LSR Average Delta Major chains 60% 57% +3% Local chains 22% 24% -2% Independents 18% 20% -2% 31% Foodie Source: Datassential Consumer Insights Healthy-focused 13 TRAFFIC Patron Values IMPORTANCE of various factors to Arby’s Customers Arby‘s Users Top LSR Average Delta Great taste 66% 66% +0% Consistent food quality 64% 60% +4% Food is fresh 63% 61% +1% Cleanliness of the place 62% 60% +2% Good value for the money 62% 59% +3% High quality food 61% 57% +4% Affordable 60% 57% +3% Food is made to order 56% 53% +3% Quality of the ingredients used 56% 54% +1% Friendly service 52% 53% -1% Good portion sizes 51% 51% +1% Nearby / conveniently located 50% 49% +1% Fast / able to get in and out quickly 48% 46% +2% High end / premium ingredients 46% 43% +3% Discounts & special deals 45% 43% +2% Food is attractively presented 44% 41% +3% Very low prices 42% 39% +3% Family friendly setting 41% 40% +1% Lots of variety on the menu 41% 42% -1% Menu is organized well / easy to read 41% 41% -1% Dishes / foods I can’t easily have at home 39% 40% -1% Natural ingredients 36% 38% -2% Selection of condiments / sauces to use 34% 34% +0% Availability of healthy options 33% 36% -3% Kid friendly 32% 33% -1% Appealing décor / ambiance 30% 30% +0% Foods are new and interesting 30% 32% -2% Staff provides helpful recommendations 29% 31% -2% Authentic dishes 29% 30% -1% Availability of locally sourced ingredients 27% 29% -2% Place gives back to / helps the local community 27% 28% -2% Typical clientele matches my age / lifestyle / personality 25% 27% -2% Cool / hip setting 20% 23% -3% Ethnic food options 18% 19% -2% 14 TRAFFIC Arby’s Consumer Reach & Habituality average across top LSRs RECENCY OF LAST VISIT 89% have ever visited Arby’s 30% 15% have done so in the last 30 days (versus 25% for the typical top LSR) 25% 21% 18% 17% 17% 15% 14% 11% 12% 11% 9% Past 30 days Past 3 months Past 6 months Source: Datassential Consumer Insights Past year More than year Never visited 15 TRAFFIC Competitive Crossover % OF ARBY’S USERS WHO ALSO EAT AT… 72% 60% 53% 52% 52% 41% 39% 38% 33% 31% 30% 29% 28% 21% Source: Datassential Consumer Insights Jack-in-the-Box Chipotle Panera Sonic Chick-Fil-A Domino's Dunkin' Donuts KFC Pizza Hut Starbucks Wendy's Burger King Taco Bell Subway McDonald's 16% 16 CRAVE-ABILITY 17 CRAVE-ABILITY highest Food-Specific Mindshare second highest TOTAL UNAIDED AWARENESS (% mentioning that chain when thinking about…) Arby's Burger King Chick-Fil-A Chipotle Domino's Dunkin Donuts Jack in the Box KFC McDonald's Panera Pizza Hut Sonic Starbucks Subway Taco Bell Wendy's Burger Pizza Chicken Sandwich Deli Sandwich French Fries Sweet Bakery Item Coffee Drink Frozen Treat Breakfast Item Strips / Nuggets 4% 65% 0% 0% 0% 0% 8% 1% 69% 0% 1% 14% 0% 1% 1% 47% 0% 0% 0% 0% 63% 0% 0% 0% 0% 0% 77% 0% 0% 0% 0% 0% 5% 30% 31% 0% 0% 0% 4% 37% 46% 3% 0% 3% 0% 11% 1% 29% 5% 2% 0% 0% 1% 0% 0% 2% 3% 6% 2% 0% 1% 88% 1% 2% 12% 52% 4% 0% 0% 0% 7% 4% 76% 0% 0% 9% 0% 1% 0% 49% 2% 3% 0% 0% 1% 36% 1% 1% 6% 20% 1% 1% 18% 1% 0% 2% 0% 8% 0% 0% 0% 44% 1% 0% 39% 5% 0% 1% 74% 2% 1% 2% 2% 7% 1% 0% 0% 1% 1% 1% 28% 0% 0% 15% 1% 0% 0% 18% 1% 25% 3% 0% 1% 17% 4% 1% 63% 7% 1% 4% 7% 10% 10% 5% 3% 27% 16% 0% 1% 0% 3% 47% 62% 0% 0% 4% 0% 0% 0% 26% Arby’s garners low mindshare for both chicken sandwiches and deli sandwiches… and in fact earns its greatest food mindshare for its FRENCH FRIES. Source: Datassential Consumer Insights 18 CRAVE-ABILITY highest Food-Specific Mindshare second highest TOP OF MIND AWARENESS (% first mentioning that chain when thinking about…) Burger Pizza Chicken Sandwich Deli Sandwich French Fries Sweet Bakery Item Coffee Drink Frozen Treat Breakfast Item Strips / Nuggets Arby's 0% 0% 1% 0% 1% 0% 0% 0% 0% 0% Burger King 22% 0% 6% 0% 10% 1% 0% 1% 3% 4% Chick-Fil-A 0% 0% 23% 0% 1% 0% 0% 1% 0% 8% Chipotle 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Domino's 0% 17% 0% 0% 0% 0% 0% 0% 0% 0% Dunkin Donuts 0% 0% 0% 0% 0% 21% 17% 1% 5% 0% Jack in the Box 1% 0% 1% 0% 1% 0% 0% 0% 1% 1% KFC 0% 0% 17% 0% 1% 1% 0% 0% 0% 25% McDonald's 34% 0% 15% 2% 59% 2% 11% 7% 38% 35% Panera 0% 0% 1% 0% 0% 13% 1% 0% 3% 0% Pizza Hut 0% 41% 0% 0% 0% 0% 0% 0% 0% 0% Sonic 2% 0% 1% 0% 1% 1% 0% 5% 1% 1% Starbucks 0% 0% 0% 0% 0% 6% 53% 0% 3% 0% Subway 0% 0% 5% 78% 0% 0% 0% 0% 2% 0% Taco Bell 0% 0% 0% 0% 0% 0% 0% 0% 2% 0% Wendy's 9% 0% 8% 1% 6% 0% 0% 5% 1% 3% Source: Datassential Consumer Insights 19 CRAVE-ABILITY PAST 12 Months (May 2013 - Apr 2014) % OF NEW ITEMS / LTOs Menu Activity Focus Appetizers / Sides -- 4% -- -- -- 3% 9% 5% 4% 11% -- Sandwiches 45% 20% 18% -- -- 9% 15% 5% 13% 5% -- Burgers / Hot Dogs -- 11% -- -- -- -- 12% -- 22% -- -- Soup -- -- 6% -- -- -- -- -- -- 8% -- Salads -- 2% -- -- -- -- -- -- -- 8% -- Center of Plate Entrees -- 4% 12% -- 80% -- -- 10% -- -- -- Pizza -- -- -- -- -- -- -- -- -- -- 67% Pasta Dishes -- -- -- -- -- -- -- -- -- 11% -- Mexican Entrees -- -- -- 100% -- -- 9% -- -- -- -- Rice Entrees -- -- -- -- -- -- -- -- -- -- -- Other Entrees -- -- -- -- -- -- -- -- -- -- -- Breakfast Entrees -- 2% 41% -- -- 18% 18% -- 11% 5% -- Kid's Entrees -- 2% -- -- -- -- -- -- -- -- -- Combo / Value Meals 45% 43% -- -- 20% 2% 12% 81% 24% -- 33% Desserts 9% 7% 24% -- -- 23% 9% -- 13% 35% -- Beverages -- 4% -- -- -- 45% 18% -- 13% 16% -- Condiments -- -- -- -- -- -- -- -- -- -- -- Source: Datassential MenuTrends INSIDER™ 20 CRAVE-ABILITY PAST 12 Months (May 2013 - Apr 2014) % OF NEW ITEMS / LTOs Menu Activity Focus (cont.) Appetizers / Sides 6% 13% 2% 8% 5% Sandwiches 11% 5% 4% 50% 36% Burgers / Hot Dogs 14% -- -- -- 23% Soup -- -- -- -- -- Salads -- 4% -- -- 23% Center of Plate Entrees 3% -- -- -- Pizza -- -- -- Pasta Dishes -- -- Mexican Entrees -- Rice Entrees TOTAL MENU ACTIVITY (# of introductions) Most Recent 12 Months Past 3 Months Arby's 33 9 Burger King 46 9 -- Chick-Fil-A 17 6 17% -- Chipotle 1 1 -- -- -- Domino's 5 4 Dunkin' Donuts 66 17 -- 30% -- -- Jack-in-the-Box 34 6 -- -- 2% -- -- KFC 21 8 Other Entrees -- -- -- -- -- McDonald's 54 8 Breakfast Entrees 11% 8% 32% 4% -- Panera 37 3 Kid's Entrees -- -- -- -- 5% Pizza Hut 9 4 Sonic 35 13 Combo / Value Meals 3% -- 5% 8% 5% Starbucks 78 13 Desserts 49% 40% 4% 4% 5% Subway 24 9 Beverages 3% 31% 21% -- -- Taco Bell 56 20 Condiments -- -- -- 8% -- Wendy's 22 6 Source: Datassential MenuTrends INSIDER™ 21 CRAVE-ABILITY Impact on Visitation “There are specific items on its menu that I think about and crave” (among visitors to that chain) Source: Datassential Consumer Insights 44% 43% 43% Burger King 50% Subway 51% McDonald's 52% Wendy's 53% Domino's 56% Pizza Hut 56% Starbucks 58% Panera 58% Dunkin' Donuts 59% Sonic 60% KFC Taco Bell Jack-in-the-Box Chipotle 60% Chick-Fil-A 64% Arby's 66% Although Arby’s is less often top of mind among the general population, its traffic is frequently driven by a specific craving. The key is to extend that craving to a larger audience. 22 CRAVE-ABILITY Specific Menu Items TOP OF MIND FOODS & OFFERINGS AT ARBY’S FREQUENTLY MENTIONED Roast Beef Cheddar Curly Fries Shakes Sandwiches Jamocha French Dip Reuben Turnovers Turkey Chicken Melt Fish Onion Rings Mozzarella Sticks Source: Datassential Consumer Insights 23 VISIT DRIVERS 24 VISIT DRIVERS Motivations REASONS FOR VISITING (% indicating as a motivation for their last visit) Arby's Top LSR Average Delta Specific food craving 56% 50% +7% Conviently located 37% 45% -8% Better quality food 34% 34% +0% Fresher food 25% 29% -4% Been a while; wanted to give it a try 24% 17% +7% Better menu variety 21% 25% -4% Affordable 19% 32% -13% More consistent 17% 26% -9% Better service 15% 21% -6% To try a new LTO 15% 14% +1% Healthier options 14% 20% -6% Better ambiance / setting 10% 15% -4% To see what's new on the menu 10% 13% -3% Source: Datassential Consumer Insights 25 VISIT DRIVERS meal Type of Visit / Purchase beverage only snack Arby’s traffic skews heavily toward full meals (87%), far more so than other top LSRs (73%). Snacking and beverage-only trips to Arby’s are comparatively rare, and a potential area for improvement. 3% 12% 11% 15% Arby’s average among 87% meal 73% meal TOP LSRs 73% 87% Source: Datassential Consumer Insights 26 VISIT DRIVERS Arby’s Timing average across top LSRs DEGREE OF PLANNING % PLANNED IN ADVANCE 46% 40% 32% 28% Last second decision / already on the road 28% Decided before leaving, but didn't spend time doing so 26% Planned in advance Source: Datassential Consumer Insights Domino’s 45% Panera 42% Pizza Hut 42% KFC 35% Starbucks 35% Chipotle 34% Chick-Fil-A 33% Subway 33% Dunkin’Donuts 33% Jack-in-the-Box 31% Burger King 29% Arby’s 26% Taco Bell 26% Sonic 25% McDonald’s 24% Wendy’s 24% 27 ENGAGEMENT 28 ENGAGEMENT True Loyalty TRUE LOYALTY RATIO (% of visits driven by a true desire, rather than just convenience) 69% 62% 58% 56% 53% 53% 52% 52% 51% 51% 50% 50% 47% Source: Datassential Consumer Insights Burger King Jack-in-the-Box Arby's Sonic Domino's Taco Bell Wendy's Dunkin' Dounts KFC Subway Pizza Hut Starbucks Panera Chick-Fil-A Chipotle 36% 33% McDonald's 63% 29 ENGAGEMENT Excitement & Knowledge % AGREEING STRONGLY Arby's Top LSR Average Delta Excites me to visit 27% 29% -2% Can recite several specific items from menu 36% 39% -3% Offers a unique experience 35% 35% -1% Specific items on menu I think about and crave 60% 54% +5% Staff cares about providing a great customer experience 39% 41% -2% Source: Datassential Consumer Insights 30 ENGAGEMENT perceived as “FAST-CASUAL” Segment Perception perceived as “traditional FAST FOOD” 91% 96% McDonald's 78% 87% 90% 4% 6% 94% Burger King 78% 84% 13% 9% Taco Bell 76% 38% 68% 22% Arby's 62% 65% 30% 22% Dunkin' Donuts 60% 32% KFC 40% 35% Subway 16% 10% Jack-in-the-Box QSR vs. FAST-CASUAL PERCEPTION 70% 58% 42% 24% 92% Source: Datassential Consumer Insights Wendy's Sonic Domino's Chick-Fil-A Starbucks Pizza Hut Chipotle Panera 8% 31 ENGAGEMENT Arby’s Ad Recall & Recommend Activity average across top LSRs IN THE PAST MONTH… 50% 47% 44% 39% Ad recall and recommend activity among Arby’s users trails that of other LSR’s. Recall advertising Have recommended to friends / family Source: Datassential Consumer Insights 32 PERFORMANCE 33 Net Promoter Score (NPS) is calculated as the difference between brand “Promoters” and “Detractors”. Scores can range from -100 to +100, with higher scores indicating a more loyal customer base for that brand. PERFORMANCE Net Promoter “How likely are you to recommend Arby’s to your family and friends?” (10 = extremely likely) 19% Arby’s NPS: +2 15% 11% 3% 1% 0 1% 1 18% 17% 12% 3% 1% 2 3 4 detractor: 31% Source: Datassential Consumer Insights 5 6 7 8 passive: 36% 9 10 promoter: 33% 34 PERFORMANCE NPS Rankings “How likely are you to recommend Arby’s to your family and friends?” (NPS Summary) Chick-Fil-A +32 Panera +30 Subway +24 Chipotle +19 Starbucks +18 Dunkin' Donuts +11 Wendy's +11 Pizza Hut +10 Sonic +6 Arby's +2 Taco Bell +1 KFC -1 Domino's -2 McDonald's Fast-casual concepts tend to occupy the top spots on this list, with Chick-Fil-A and Subway being notable exceptions. -3 Jack-in-the-Box Burger King Arby’s ranks below average in NPS, trailing leaders ChickFil-A, Panera, and Subway by a considerable margin. -4 -5 Source: Datassential Consumer Insights 35 PERFORMANCE BOTTOM BOXES: Arby’s ranking among 16 top LSRs for that consumer group. A ranking of “1” is best; “16” is worst. NPS Detail +6 +0 +2 +5 +1 +4 +1 +6 +7 -4 -4 10 11 10 15 16 16 14 10 10 13 12 10 15 14 African Amer. Hispanic Asian Under $25k $25 - $50k $50 - $100k $100k+ White Collar Blue Collar Kids under 13 No kids under 13 -14 10 White Experientialist 15 Silent Gen Progressive 10 Boomers Quality Essentialist 13 Gen X 13 Millennials 12 Women 9 Men 11 Basic Eater -12 -10 -7 -5 -5 -3 +1 +6 +6 +7 “How likely are you to recommend Arby’s to your family and friends?” (NPS Summary) Source: Datassential Consumer Insights 36 PERFORMANCE Mega Attributes (Satisfaction) Food quality highest: 81% Service Ambiance highest: 78% highest: 67% range for top LSRs Arby’s 74% avg. (68%) Arby’s avg. (59%) lowest: 48% lowest: 46% Source: Datassential Consumer Insights avg. (49%) 61% Arby’s 50% lowest: 33% 37 PERFORMANCE Food & Beverage Quality % rating “Very Good” or “Excellent” Arby's LSR Average Delta Highest LSR Lowest LSR Freshness of food 66% 62% +5% 82% 37% Great tasting food 72% 66% +6% 82% 42% Food is made to order 67% 63% +4% 81% 38% High quality food 65% 58% +7% 79% 31% High-end / premium ingredients 57% 51% +6% 76% 25% Food is attractively presented 54% 55% -1% 77% 29% Arby’s average F&B QUALITY vs. other Top LSRs: Source: Datassential Consumer Insights +4% 38 PERFORMANCE Menu Appeal % rating “Very Good” or “Excellent” Arby's LSR Average Delta Highest LSR Lowest LSR Innovative menu / always something new to try 47% 46% +1% 62% 29% Menu is well organized 61% 57% +3% 73% 41% Offers items I can’t easily have at home 59% 54% +5% 67% 34% Wide variety of appealing menu choices 57% 56% +1% 76% 38% Health-conscious choices 39% 41% -2% 74% 21% Seasonal or limited time menu items 45% 44% +1% 64% 32% Offers items you can’t get at other restaurants 68% 54% +13% 68% 30% Kids menu 43% 47% -4% 67% 26% Arby’s average MENU APPEAL vs. other Top LSRs: Source: Datassential Consumer Insights +2% 39 PERFORMANCE Value Proposition % rating “Very Good” or “Excellent” Arby's LSR Average Delta Highest LSR Lowest LSR Overall value for the dollar 51% 56% -5% 69% 33% Affordability 51% 56% -6% 70% 27% Appealing discounts / special deals 49% 48% +1% 65% 32% Portion sizes 63% 59% +4% 72% 43% Arby’s average VALUE vs. other Top LSRs: Source: Datassential Consumer Insights -2% 40 PERFORMANCE Customer Experience % rating “Very Good” or “Excellent” Arby's LSR Average Delta Highest LSR Lowest LSR Fast / able to get in and out quickly 66% 63% +3% 71% 53% Appealing décor / ambiance 52% 49% +2% 71% 31% Helpful and friendly staff 63% 60% +3% 79% 40% Consistent experience every time you visit 63% 62% +1% 77% 41% Staff always gets your order right 63% 61% +2% 78% 38% Cleanliness 64% 62% +2% 79% 43% Takeout packaging 62% 60% +1% 71% 48% All of its locations offer a consistent experience 59% 59% +0% 76% 41% Good place to bring your kids 54% 57% -3% 80% 34% Arby’s average EXPERIENCE vs. other Top LSRs: Source: Datassential Consumer Insights +1% 41 PERFORMANCE Daypart Offerings Breakfast items highest: 73% Lunch items highest: 88% Dinner items highest: 84% range for top LSRs Arby’s Arby’s 78% avg. (71%) avg. (74%) 76% avg. (57%) Arby’s 48% lowest: 40% lowest: 44% Source: Datassential Consumer Insights lowest: 53% 42 PERFORMANCE Menu Categories % rating “Very Good” or “Excellent” Arby's LSR Average Delta Highest LSR Lowest LSR Cold beverages 67% 66% +2% 87% 56% Hot beverages 48% 54% -7% 91% 36% Appetizer / snack items 65% 59% +7% 74% 40% Salads 52% 53% -1% 81% 35% Sandwiches 81% 62% +19% 88% 39% French Fries 68% 67% +1% 78% 54% Side dishes (other than french fries) 61% 54% +6% 71% 33% Ethnic items 37% 38% -1% 71% 19% Desserts 56% 56% +0% 80% 41% Arby’s average FOOD SCORE vs. other Top LSRs: Source: Datassential Consumer Insights +3% 43 PROXIMITY 44 Indianapolis Atlanta Minneapolis Cleveland Detroit Salt Lake City Chicago Dallas Phoenix Philadelphia Pittsburgh Nashville Cincinnati Denver Columbus OH St. Louis Los Angeles Lexington Grand Rapids Tulsa Birmingham Tampa Washington DC Kansas City Oklahoma City Louisville Greenville Dayton Seattle Charleston Orlando Charlotte Mobile Knoxville Greensboro Milwaukee Toledo Houston Harrisburg Richmond Portland OR Raleigh Flint Little Rock Ft. Wayne Wichita Omaha Lincoln & Hastings Youngstown Baltimore ARBY’S: UNIT DISTRIBUTION & DENSITY (top metros) # OF UNITS DENSITY (units per 1mm people) 100 45 90 40 80 35 70 30 60 25 50 20 40 30 15 20 10 10 5 0 0 45 Source: Datassential Firefly™ 1.9% 1.9% 1.6% 1.5% 1.1% 0.9% 0.5% 0.5% 0.5% 0.4% 0.4% 0.3% 0.2% Steakhouse Other Asian BBQ Mediterranean Thai Mixed Ethnicity Other European Indian South American French Caribbean Korean 2.6% Japanese Seafood 2.7% Italian 4.6% Coffee / Bakery 3.2% 4.8% Chinese Southern 5.1% Dessert / Snack 8.9% 10.8% Pizza Mexican 11.2% 12.7% Sandwich / Deli Burger American 21.7% PROXIMITY Competitive Radius Restaurant Menu Types within a ONE-HALF MILE RADIUS of ARBY’S STORES 46 PROXIMITY Closest Competitors *within metros where both chains operate 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 McDonald's Subway Sandwiches & Salads Taco Bell Burger King Starbucks Coffee Co Pizza Hut Kfc Wendy's Old Fashioned Hamburgers Little Caesar's Pizza Dairy Queen Applebee's Neighborhood Grill Domino's Pizza Sonic Drive-in Papa John's Pizza Waffle House Chick-fil-a Dunkin Donuts Panera Bread Jimmy John's Long John Silver's Denny's Chipotle Mexican Grill Hardee's Chili's Grill & Bar Panda Express Source: Datassential Firefly™ Avg. Miles to Nearest* OVERLAP RATIO (% of stores within _______ miles of that other chain) 0.5 miles 1 mile 3 miles 5 miles 10 miles 20 miles 50 miles 1.2 52.4% 70.5% 94.0% 96.5% 98.4% 99.5% 99.9% 1.1 40.9% 60.8% 95.0% 98.0% 99.4% 99.9% 100.0% 2.7 33.8% 50.2% 80.3% 87.5% 92.1% 96.7% 99.1% 2.7 32.0% 45.4% 79.7% 88.7% 93.4% 97.1% 99.5% 5.5 26.6% 39.7% 66.8% 74.0% 81.0% 88.0% 97.9% 2.4 25.2% 42.0% 80.7% 90.3% 95.5% 98.7% 99.8% 3.5 23.8% 36.5% 70.8% 83.0% 90.4% 96.0% 99.4% 5.8 17.4% 26.9% 51.6% 65.7% 81.2% 91.2% 98.6% 4.8 16.2% 26.0% 65.9% 77.5% 85.5% 91.8% 98.3% 5.0 14.0% 25.8% 58.8% 72.4% 83.6% 92.5% 97.8% 6.6 13.1% 21.7% 46.9% 64.4% 78.3% 87.6% 97.3% 4.3 12.8% 26.5% 70.3% 80.8% 87.9% 94.0% 99.1% 8.7 11.9% 20.2% 42.0% 52.6% 66.3% 76.9% 91.1% 5.9 11.8% 22.4% 59.2% 72.9% 80.3% 87.8% 96.8% 10.8 9.9% 14.4% 27.5% 34.8% 42.8% 50.9% 65.3% 10.3 9.8% 15.9% 33.2% 44.4% 56.2% 66.1% 82.3% 10.6 9.5% 15.5% 33.6% 43.7% 53.7% 63.1% 80.2% 8.8 9.5% 16.6% 38.2% 51.2% 62.9% 72.2% 86.3% 10.9 8.5% 14.9% 36.2% 46.7% 58.9% 69.3% 89.1% 11.2 8.5% 12.3% 27.6% 39.5% 53.7% 68.1% 86.1% 11.2 7.8% 12.4% 29.7% 41.6% 57.4% 70.6% 90.4% 11.3 7.7% 12.6% 29.6% 41.0% 52.9% 63.8% 82.2% 11.6 7.2% 11.8% 26.4% 33.8% 42.9% 54.3% 71.0% 9.9 7.1% 12.7% 31.2% 47.7% 63.5% 73.9% 90.2% 12.7 6.8% 11.3% 25.4% 34.1% 44.5% 53.9% 73.2% 47 UNMET NEEDS 48 UNMET NEEDS Consumer Whitespace select verbatims “Offer fish sandwiches year round. My Arby’s only offers one flavor of shake while others offer a better choice.” “Arby's prices have gotten too high to be able to afford for a family of four without coupons. Orders are rarely right whether they are busy or not, it is disappointing especially when you only order a few items for two people. They need to better label Cherry and Apple turnovers, I get tired of ordering one, checking the receipt and when I get home finding out that at least one of them if wrong!!” “Offer regular fries. The curly fries are rarely done well - always over or under cooked making them soggy or too crunchy.” “Arby's seems to have a policy of only hiring minorities, and this often leads to a somewhat annoying language barrier. The food, while quite good, is not always worth the money. No single fast food sandwich should be 4 dollars.” “I would like to see faster service... that is, the time it takes for me to get my order should be at a minimum.” “Working with their employees on customer service. The last couple times I have been to Arby’s, the employees are more focused on talking to each other than customer service.” “Bring back the Homestyle fries, not everyone likes curly fries and a potato cake is not appealing to me. Used to think the Homestyle fries were actually one of the better fries offered at a fast food restaurant, then one day they were just no longer available so I no longer order any side.” Source: Datassential Consumer Insights 49 UNMET NEEDS Consumer Whitespace select verbatims “Offer a better value. Improve portion sizes or lower prices. For example a 5 piece onion ring costs 2.99. That's 60 cents for a single onion ring. Too expensive and too small portions.” “I would like to see their prices lower. Their prices are very high, and not especially worth it for what you get.” “Keeping up the quality of their food, but getting the cost a little lower especially for just a sandwich.” “I wish they had a wider variety of sandwiches. I really do not care for the curly fries either. Change the fries would be good for me but that is my preference. Arby’s needs a wider variety of sandwiches to chose from and different fries.” “Price. Arby's is a little pricey. But you do get what you pay for very good food. They should have more deals.” “Bring back some of the great special sandwiches they had like the mushroom one and the brisket bbq one.” “Lower prices. they are way overpriced and usually go some other place because of it. All Arby’s are not the same. some have good tasting juicy beef while others like the one local to me always taste dried out and old. the beverages are flat a lot of the time. they don't know how to hook up their fountain drinks right as they all have a bad taste to them at our local Arby's.” Source: Datassential Consumer Insights 50 UNMET NEEDS Consumer Whitespace select verbatims “The employees are mostly teens who don't care if you're there and they are often not very friendly, the sandwiches are good but look like someone sat on them before it got to me.” “Last time I was there I was upset because I had to wait forever for 2 Jr Roast beefs. The car ahead of me ordered a huge sack full of food and it took sooooo looooonnnngggg. I wish they would do like other places do and have the car pull up and walk their order out instead of having me wait so long behind them. Numerous times I almost just left the line.” “Better presentation. MY sandwich was a pile of mess. It literally looked like it was thrown together as quick as possible, by someone with their hands tied and eyes closed. HOWEVER, it was DELICIOUS!!!!! And we love the 2 for $5 deal. The curly fries are always good. But the presentation is ALWAYS terrible.” “I would really like it if that had normal fries you can see then on the website but no Arby's I know carries then they have seasons friend. I would eat there more often if they had normal fries available.” “Arby's is a favorite 'take home' meal for us because you don't have to worry about them cooling off. I love the sandwiches for travel and will buy them ahead to take with us. Also for lunches that I have to eat at work. So for me they hit all the points that are important to me. Better prices would be the only area that I would like improved. Value menus are extremely important in today's economy.” “The prices are very unaffordable. T wo people for lunch cost $18 last time I went. No way I can afford this very often. Took a long time to get our food.” “The decor is tired and boring. Some stores are somewhat outdated and a bit on the dark side.” Source: Datassential Consumer Insights 51 WE KNOW FOOD DATASSENTIAL is your best source for food industry insights – from the latest menu trends to the products shoppers want at the grocery store. for more information, contact DAVE JENKINS at 847-903-5744 or [email protected] DATASSENTIAL PROGRAM RESEARCH BrandFingerprints Restaurant brand metrics that truly drive consumer behavior Every restaurant chain has a unique fingerprint – a set of factors that determine who its customers are and why they visit. Dissect the DNA of top chains in this brand new consumer study from Datassential. This is the most thorough and meaningful analysis of each chain, answering the WHY behind the what. 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