Who are the big improvers this year relative to last year?
The emma survey results for the rolling 12 month period July 2014 – June 2015 have been released and we can compare Any Usage Last Four Weeks across the financial year and see who improved their market penetration according to the data. The chart below compares the market penetration percentage difference between July – December 2014 to January – June 2015.
The big winners are:
1st Crust Pizza
2nd Pizza Capers
3rd Chicken Treat
emma surveys those aged 14+ and these results are not from same store sales, they’re also not a measure of revenue or multiple visitation; One person visiting 10 times over a four week period equals one person. This is about exposing your brand and product to a wider total audience and the results are the percentage change. Given how important word of mouth is – if you’re doing a great job and winning this battle the results can have a multiplier effect on future business. Of course if you’re sucking in new customers with a short term price promotion and your competitors have a better product you could be harming future results.
Seventeen of the brands surveyed in emma had positive or flat results. 15 had negative results (and a few sampled too low to include). We’ll revisit these numbers in six months to see who has managed to carry the momentum.
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