Chart of the Week: The conversion conundrum

McDonald’s manages it, other chains lag.

Last week we reported on Ipsos MediaCT latest Enhanced Media Metrics Australia report. One of the most interesting findings to come from the report is the disconnect between branch awareness, and brand purchase.

emma surveyed people on what QSR chains they would consider eating at, and then what QSR’s they actually ate at. The results are startling.

Perhaps unsurprisingly, McDonald’s comes out on top, with roughly equal consideration vs conversion rates i.e. the number of people considering purchasing a meal at the burger chain equates to the number who eventually go on to do so. The brand also has relatively strong consumption rates, with nearly 42% of Australians (14+) eating there.

As the survey also went on to rank peoples motivations for eating at a QSR as being based on price, convenience and taste, it could be that the sheer number of McDonald’s stores is working in their favour, though no doubt these results will be giving many QSRs food for thought.

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