CO-WRITTEN / PARTNER | Staff Reporter, Australia

CHART: Oldie but a goodie

An emma survey illustrates how QSRs can appeal more to the elderly and how significant they are as a demographic.

If we peruse the various QSR websites and marketing paraphernalia the images of people associated with the food and venue experience are either the staff, young people having fun in the restaurant or at a beach (or cricket).

Sometimes the images show young families all digging in together and finally there’s the all-important tradies segment who are QSR prone - breakfast, lunch and dinner.

So are oldies important to the QSR space even if we prefer not to link them to the brands themselves? From the emma data we know that people aged over 70 are less likely than other age groups to go to QSR restaurants and hence those that do spend less per week in store than other people.

But, half of all people aged 70+ went to a QSR restaurant in any given week which is over 1m Australians and their average spend was over $20 (yes math geniuses, $20m per week). The bigger brands like McDonalds and Subway still do well in terms of outright numbers but preferences are for anyone that promotes coffee.

Looking at the Radar we can compare their attitudes to 18-35s and see what they index highly on - what ticks their boxes? Understandably for the older age groups nutrition and traditional foods rate well as do quality ingredients. Quantity and new tastes don’t come through strongly.

As you can probably guess they’re not researching food online and if they do hit the interwebs it’s rarely via a smartphone unlike the young folk out there. This means they can be targeted via traditional media with messaging that’s unlikely to reach other age groups AND you can start filling local press ads with images of attractive old people tucking into your product!

For more information on Ipsos, the emma survey and how to reach different customer segments please contact ben.coulston@ipsos.com

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