An Ipsos study tries to find out how influential the patrons of QSRs are, and figure out who are the influencers and who are the influenced.
With the rise of social media platforms, everybody has a voice. A sternly worded letter to a brand custodian expressing disappointment is a thing of the past. Nowadays, both jeers and cheers for brands are cast directly into the public arena and depending on how a brand reacts could be the difference between winning over a multitude of new customers or losing a whole lot more.
So let’s take a look at which QSR patrons are the influencers and who are the ones seeking direction from the experiences of others?
Today, we look at the top 10* QSRs (individual’s main usage) and what word of mouth qualities they claim to possess.
When it comes to influencing others, there are three stand-out QSR’s: Boost Juice, Nandos and Grill’d. This may be influenced by the fact that this sub-group have the lowest average age amongst the top 10. Interestingly, it is also their patrons who like to research prior to any food or dining purchases; when it comes to quick service restaurants, they’re both more particular and more vocal.
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*Top 10 QSRs ranked by sample size
Source: emma™ Conducted by Ipsos Connect (Jan 2015 – Dec 2015), Sample of all respondents 14+ n=69,393
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