CO-WRITTEN / PARTNER | Staff Reporter, Australia

CHART: Brand health state to state & local market attitudes

An emma study tries to show the difference in performance of brands from one state to the next.

A few weeks ago we examined people who considered a QSR brand but didn’t partake, how were they different attitudinally to those who did use the brand in question. Previously we’ve also looked at differences that come through geographically.

Let’s examine the two together, are QSR consumers that don’t use your brand the same state to state?

With good store distribution and national marketing campaigns there’s no immediate reason a brand should perform any better in one location than another. It’s not the case though, using the emma dataset to examine QSR visitation by state over the last four weeks we can see significant differences, the chart below that quantifies the percentage of the population aged 14+ that have gone through the brands doors in the last four weeks.

Looking through the brands we can see that Dominos has some work to do in VIC, a sizeable market. KFC has some problems in WA. Subway is doing well but the bigger states of NSW & VIC lag behind the others. 

Picking the Subway brand, are there attitudinal differences between the states for the people who didn’t go to the stores, will a blanket campaign help remedy the problem assuming quality of service and ingredients is similar across the regions? Probably not, Chart #2 covers attitudinal indexing between the states NSW, VIC & QLD and those who considered the Subway brand but didn’t buy anything from the store in the last four weeks.  

The VIC consumers over-index for wanting food to fill up, they’re not concerned about nutrition as much as others and they don’t consider themselves confident cooks. We can guess the majority of them are males. The other two states are more mixed but with further work of the data we can find out who they are and generate the best messaging and marketing avenues to get them in-store.

For more information about Ipsos and the emma survey please contact ben.coulston@ipsos.com

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