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BizReport : Research archives : August 17, 2010

Commuters like coupons, Wi-Fi for breakfast

When it comes to the morning commute, many consumers simply don't have time. So they hit fast food drive-thrus or quick-eateries for a quick breakfast before going to the office. The thing is, these breakfasters are creatures of habit and they always need a quick meal. So, how do marketers engage them?

by Kristina Knight

scarborough.gifIn the morning, if a consumer isn't eating at home, they want to eat quickly and cheaply. A new report from Scarborough Research indicates that food brands can engage and convert these quick breakfast customers by using two bargains: free Wi-Fi and coupons.

According to researchers, giving consumers a way to connect early to the office will bring them in the door and offering a coupon will incentivize their quick stop which may have only included a quick cup of coffee.

"Fast food brands have evolved their product offerings to better compete for share," said Alisa Joseph, Vice President of Advertiser Marketing Services with Scarborough Research. "Whether targeting a student working on a research project or a professional catching up on email, some fast food chains have added Wi-Fi to their restaurants to create a café environemtn so patrons can relax."

Here are a few findings:

• Breakfast diners play fantasy sports
• Breakfast diners engage with social networks
• Breakfast diners like instant messaging
• Breakfast diners blog

Over breakfast, these consumers like to check weather information, sports scores and news headlines, but may also be found downloading music, games and coupons. Where are these consumers eating?

• 37% eat fast food (within past month)
• 46% hit McDonald's on the way to work
• 19% eat at Dunkin' Donuts or Starbucks

And, perhaps of most interest, these consumers are likely to be educated and earning more than $100,000 per year.

Tags: breakfast marketing, commuters, online coupons, Scarborough Research, Wi-Fi access

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