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BizReport : Research archives : August 14, 2013

Empathica: Some QSRs may be targeting wrong demographics

When it comes to quick-serve restaurants, demographic may be the best way to target new - and returning - customers. That according to new data out from the Empathica Quick Serve Restaurant (QSR) Benchmark Study. Researchers found men are most likely to report satisfaction with burger chains while sandwich shop customers were mostly likely to recommend their favorite eatery.

by Kristina Knight

The study also found that the higher the satisfaction rates the more likely customers would return to a quick-serve restaurant.

Some interesting takeaways from the Benchmark include:

• 42% of 18-35 year olds visited pizza/pasta QSRs
• 28% of 55-64 year olds visited pizza/pasta QSRs
• 62% of men said burger chains were their 'most visited', 58% of women said the same
• 63% of lower income people visited burger chains

"Different age groups prefer certain establishments, and knowing which markets are most and least likely to visit your QSR is valuable information for a restaurant. There are specific groups that a restaurant can rely on to drive traffic to their restaurant, and there are other groups that could be strategically targeted to maximize guest reach," said Dr. Gary Edwards, chief customer officer, Empathica. "Overall, the results from this QSR Benchmark show strong consumer patterns that provide insight into the performance of quick service restaurants. If taken advantage of, these insights can be used to improve the customer experience and the success of QSRs across the United States."

Sandwich shops - like Subway, Quiznos or Jimmy Johns - are mostly likely to have 'satisfied' customers. Of those surveyed 52% of sandwich shop visitors reported they were satisfied with their meal; more than one-third (38%) said they would recommend the shop to their friends/family.

Image via Shutterstock

Tags: advertising, customer satisfaction, Empathica, quick serve restaurant trends

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