, Australia
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Survey reveals 3 main drivers of brand love

Having great menu offerings such as tasty chips is one of them.

Having great chips is one of the major drivers of brand love for quick-service restaurants in Australia, a survey by insights firm Nature reveals.

The report named KFC as Australia’s favourite for hot chips (76%), followed by Red Rooster at 67% and Grill’d at 65%.

The research reveals that for Australians, the main drivers of brand love are food offerings, value for money, and in-store ambience.

Good value for money was the second highest driver of brand love amongst QSRs, with Hungry Jack’s having the best value for money according to 61% of people surveyed, closely followed by KFC and McDonald’s, both at 60%. Guzman y Gomez and Red Rooster sat in the middle, with customers rating them at 52% in terms of good value for money.

The in-store ambience was also high on the value chain, with 58% of Australians declaring Grill’d as having the best dine-in experience, ahead of Betty’s Burgers (55%) and McDonald’s (54%).

Meanwhile, In terms of share of spend, McDonald’s dominates the Australian QSR market at 54%, followed by KFC at 22% and Hungry Jack’s at 12%. Far more Australians spend with McDonald’s due to its convenience and range of food options, which are rated higher than any other QSR.

The report estimates that on average, Australians spend twice as much at restaurants they love, equating to $90 per customer every six months.

“In light of the current cost of living pressures, there is a clear opportunity for some brands to capitalise on ‘the lipstick effect’. People may not be able to afford to dine at high-end restaurants right now, but they still want little luxuries like a delicious dinner out or a tasty food delivery, a need that many brands can fill. To increase their share of QSR spending, brands should focus on growing the proportion of customers who love the brand and are therefore willing to spend more with them,” Nature Associate Director, Mikayla Samuels said.

The research was conducted in May 2023 where survey responses and historic QSR transactions from 750 people across Australia were analysed, via Fonto.

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