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Roy Morgan Single Source operates in USA, UK, Australia, New Zealand and Indonesia, collecting information from a representative sample of people aged 14 and over.
Roy Morgan International believes that if you want to know everything about a person, you should ask all of the questions of the same person - a single source.
All this information provides clients with a total understanding of customers in the marketplace.
Fast Food MAP (Marketing & Advertising Planner), an integral part of Roy Morgan's Single Source, can help develop your planning, marketing and communications.
One segment within the Fast Food category, Takeaway Food Retailing, is one of the largest retail industries, worldwide. However, this segment of fast Food is under increasing threat from traditional competitors like cafes and restaurants.
 Changes in population structure and size, movements in disposable income, changes in the level of economic growth and competition from substitutes have a direct impact on Takeaway Retailing.
Due to the high degree of competition within the segments of Fast Food and the proliferation of relatively low cost restaurants, this industry needs to monitor these threats.
Fast Food MAP is supported by a team of specialists who have a thorough knowledge of the market in which you operate, to help you understand and profile your Fast Food consumers. |
| "How to upsize your business using the Fast Food MAP." |
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ACCURATE ANSWERS AT YOUR FINGERTIPS
What share of the overall population, and what share of the key segments do my customers represent?
How does the size of the Fast Food market correlate with the presence of children & two-income households?
What is the shopping behavior of my customers in supermarkets and convenience stores?
How many of my customers go to cafes, hotels, or restaurants (licensed or BYO) for a meal or a snack?
Who are my loyal customers, what else do they spend money on and how are they different from the rest? |
Discover your edge.
Every other question asked by Roy Morgan is potentially available to Fast Food MAP subscribers as the need arises. The questions could encompass shopping habits, other food and beverage preferences, credit card usage, telecommunications, holiday activities and specific media consumption.
It is this breadth and depth of information that can help you discover your competitive edge. |
| "There's nothing like understanding how your market feels about what you're offering." |
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Key Applications
Market penetration/share
Trends
Store loyalty/repertoire
Sponsorships and alliances
Customer profiles
Market/line extension
Communications - mass or direct
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Key Features
Continuous consumer survey
National coverage
Proven accuracy
Linkage to other consumer behaviour and attitudes
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Four levels of access .
1. Core market information:
- Market penetration nationally or regionally, by quarter (a quarterly MAT, or monthly when needed) for the last five years.
- Market Share of visits.
- All major chains measured plus Asian, fish and chips, convenience store, specialty pizza shops etc.
- Detailed Customer profile/segmentation by demographics, geography, attitudes to fast food, Roy Morgan Values Segments* etc.
- Media habits customers.
2. Segment performance:
- Purchase by time of day/meal, snack/weekend, weekday/eat in, take-away, home delivery/party composition.
 3. Store Imagery:
Don't know this outlet
Has a special taste
Use top quality ingredients
Serve fresh hot food
Nutritious food
Good value for money
Friendly courteous staff
Fast efficient service
Premises are clean, well cared for
Saw advertised onTV in the last week or so
Have low prices
Have food I like
4. Total consumption repertoire:
- Comprehensive measurement of all food consumed, including beverages, snacks and confectionery, meats, bakery and fruit and vegetables. Includes food preferences such as soups, bagels, health food, vegetarian, salads, etc.
Major International outlets measured.
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KFC
McDonalds
Burger King
Subway
Pizza Hut
Plus all major outlets |
Email: Fastfood@roymorgan.com
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