ARBY’S - MenuTrends, Food Industry Market ResearchSample... · Each restaurant chain has a unique...

1

generated: June 2014

BrandFingerprints™

ARBY’S

contact Datassential (Dave Jenkins) 847-903-5744 | [email protected]

2

OCCASIONS

TRAFFIC

CRAVE-ABILITY PERFORMANCE

VISIT DRIVERS PROXIMITY

ENGAGEMENT

fingerprint identifiers

Each restaurant chain has a unique

fingerprint – a set of factors that determine

who its customers are, why they visit.

UNMET NEEDS

5

10 28

24

17

48

44

33

3

FINGERPRINT™

Analysis

4

OVERVIEW

Arby’s Strengths & Weaknesses

Strengths Weaknesses

Meal appeal Traffic / visitation

Dinner on the way home Ad recall

Lunch offerings Unaided awareness

Food quality Social occasion appeal

Freshness Ethnic consumer appeal

Taste Millennial appeal

Unique menu items Breakfast

Meal appeal Kids menu

Sandwiches Affordability

Appetizers / snacks Snacking & beverage visits

Hot beverage program

5

OCCASIONS

6

work lunch casual lunch romantic meal family meal

last minute dinner casual dinner quick bite dinner on the way

home

brunch special occasion morning commute hanging with

friends

social gathering running errands before an event work break

impressing

someone cheap bite food for energy festive

with co-workers

after work formal dinner relaxing at home guy‘s night out

girl‘s night out holdover weekend

breakfast road trip

28 occasions OCCASIONS are the scenarios for which

consumers eat and drink away from home; they

describe the underlying motivators for AFH activity.

7

OCCASIONS

Current Visit Patterns

0% 5% 10% 15% 20% 25% 30%

Casual lunchLast minute dinner

Casual dinnerQuick bite

Cheap biteDinner on way home

Morning commuteRunning errands

Road tripFamily meal

BrunchFormal dinner

Relaxing at homeWeekend breakfast

Food as fuelHoldover

Romantic mealHanging with friends

Social gatheringBefore event

Guys' night outGirls' night out

Work lunchWork break

Coworkers after workCelebration

Impressing someoneFestive

Compared to other LSRs, Arby’s is particularly

likely to be visited for dinner on the way home…

… with lower visitation for away from both social-

based and morning eating occasions.

Arby’s POSITIVE gap vs. top LSR’s

NEGATIVE gap vs. top LSR’s

% OF VISITS BELONGING TO THAT OCCASION

Source: Datassential Consumer Insights

8

OCCASIONS

Appeal

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Casual lunchLast minute dinner

Casual dinnerQuick bite

Cheap biteDinner on way home

Morning commuteRunning errands

Road tripFamily meal

BrunchFormal dinner

Relaxing at homeWeekend breakfast

Food as fuelHoldover

Romantic mealHanging with friends

Social gatheringBefore event

Guys' night outGirls' night out

Work lunchWork break

Coworkers after workCelebration

Impressing someoneFestive

Arby’s POSITIVE gap vs. top LSR’s

NEGATIVE gap vs. top LSR’s

Arby’s appeal rates

lower than other leading

LSRs in multiple areas.

It is, however, thought

to be a comparatively

better option for a

casual lunch, last

minute dinner, or dinner

on the way home.

APPEAL FOR THAT OCCASION


9

OCCASIONS

Target Opportunities

Casual lunch

Last minute dinner

Casual dinner

Quick bite

Cheap bite

Dinner way home

Morning commute

Running errands

Road trip

Family meal

Brunch

Formal dinner

Relaxing at home

Weekend breakfast

Food as fuel

Holdover

Romantic meal

Hanging w/ friends

Social gathering

Before event

Guys' night out

Girls' night out

Work lunch

Work break

Co-workers after work

Celebration

Impressing someone

Festive

Arb

y’s

Rela

tiv

e A

pp

eal

(vers

us o

ther

top L

SR

s)

Occasion Frequency (total AFH)

CURRENT CORE FOCUS

WHITESPACE

LESS CRITICAL

SECONDARY FOCUS

Despite being in the “less critical”

quadrant, Arbys’ low appeal for

morning occasions is a concern.

10

TRAFFIC

11

TRAFFIC

Eater Types Arby’s

average across top LSRs

Basic Eaters Quality

Essentialists Progressives Experientialists

dispassionate about food, focusing more on value and

convenience.

quality matters to a certain point; it’s got to be good, but

doesn’t have to be great

passionate about food and health, and more willing to

try new things

go beyond the food to also focus on the experiential

aspects of eating & drinking

15%

12%

22%

22%

30%

31%

33%

35%


12

TRAFFIC

Patron Demography

49% (49%) 51% (51%)

Arby’s


25%

41%

30%

3%

31%

40%

26%

2%

Millennials Gen X Boomers SilentGeneration

82%

6% 5% 6% 1%

72%

8% 9% 9% 2%

White AfricanAmer.

Hispanic Asian Other

Urban 40%

Urban 33%

Suburban 34%

Suburban 36%

Rural 26%

Rural 30% 2.8 (3.0)

HH

SIZE

ETHNICITY GENERATIONS

White collar 52%

White collar 45%

Blue collar 16%

Blue collar 18%

Do not work 32%

Do not work 37%

EM

PLO

YM

EN

T

HO

ME

Arby's Top LSR

Under $25k 14% 13%

$25k - $50k 28% 25%

$50k - $100k 45% 45%

Over $100k 13% 17%

INCOME


13

TRAFFIC

Patron Behavior & Values Arby’s Users


Arby‘s

Users Top LSR

Average Delta

At home 68% 66% +2%

Away from home 32% 34% -2%

% OF MEALS EATEN…

Arby's

Users Top LSR

Average Delta

Major chains 60% 57% +3%

Local chains 22% 24% -2%

Independents 18% 20% -2%

OF RESTAURANT VISITS, % THAT ARE AT…

31%

33% 34%

38%

Foodie Healthy-focused


14

TRAFFIC

Patron Values

Arby‘s Users Top LSR Average Delta

Great taste 66% 66% +0%

Consistent food quality 64% 60% +4%

Food is fresh 63% 61% +1%

Cleanliness of the place 62% 60% +2%

Good value for the money 62% 59% +3%

High quality food 61% 57% +4%

Affordable 60% 57% +3%

Food is made to order 56% 53% +3%

Quality of the ingredients used 56% 54% +1%

Friendly service 52% 53% -1%

Good portion sizes 51% 51% +1%

Nearby / conveniently located 50% 49% +1%

Fast / able to get in and out quickly 48% 46% +2%

High end / premium ingredients 46% 43% +3%

Discounts & special deals 45% 43% +2%

Food is attractively presented 44% 41% +3%

Very low prices 42% 39% +3%

Family friendly setting 41% 40% +1%

Lots of variety on the menu 41% 42% -1%

Menu is organized well / easy to read 41% 41% -1%

Dishes / foods I can’t easily have at home 39% 40% -1%

Natural ingredients 36% 38% -2%

Selection of condiments / sauces to use 34% 34% +0%

Availability of healthy options 33% 36% -3%

Kid friendly 32% 33% -1%

Appealing décor / ambiance 30% 30% +0%

Foods are new and interesting 30% 32% -2%

Staff provides helpful recommendations 29% 31% -2%

Authentic dishes 29% 30% -1%

Availability of locally sourced ingredients 27% 29% -2%

Place gives back to / helps the local community 27% 28% -2%

Typical clientele matches my age / lifestyle / personality 25% 27% -2%

Cool / hip setting 20% 23% -3%

Ethnic food options 18% 19% -2%

IMPORTANCE

of various factors

to Arby’s Customers

15

TRAFFIC

Consumer Reach & Habituality

15%

18%

14%

12%

30%

11%

25%

17%

11%

9%

21%

17%

Past 30 days Past 3 months Past 6 months Past year More than year Never visited

Arby’s


RECENCY OF LAST VISIT

89% have ever visited Arby’s

15% have done so in the last 30 days (versus 25% for the typical top LSR)


16

TRAFFIC

Competitive Crossover

% OF ARBY’S USERS WHO ALSO EAT AT…

72%

60%

53% 52% 52%

41% 39% 38%

33% 31% 30% 29% 28%

21%

16%

McD

on

ald

's

Sub

way

Taco

Be

ll

Bu

rger

Kin

g

Wen

dy'

s

Star

bu

cks

Piz

za H

ut

KFC

Du

nki

n' D

on

uts

Do

min

o's

Ch

ick-

Fil-

A

Son

ic

Pan

era

Ch

ipo

tle

Jack

-in

-th

e-B

ox


17

CRAVE-ABILITY

18

CRAVE-ABILITY

Food-Specific Mindshare

TOTAL UNAIDED AWARENESS (% mentioning that chain when thinking about…)

Arby’s garners low mindshare for both chicken sandwiches and deli sandwiches… and in fact earns its greatest food mindshare

for its FRENCH FRIES.

Burger Pizza Chicken

Sandwich Deli

Sandwich French Fries

Sweet Bakery Item

Coffee Drink

Frozen Treat

Breakfast Item

Strips / Nuggets

Arby's 4% 0% 5% 5% 12% 2% 0% 2% 1% 3%

Burger King 65% 0% 30% 2% 52% 3% 8% 7% 25% 27%

Chick-Fil-A 0% 0% 31% 0% 4% 0% 0% 1% 3% 16%

Chipotle 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Domino's 0% 63% 0% 1% 0% 1% 0% 0% 1% 1%

Dunkin Donuts 0% 0% 0% 0% 0% 36% 44% 1% 17% 0%

Jack in the Box 8% 0% 4% 0% 7% 1% 1% 1% 4% 3%

KFC 1% 0% 37% 2% 4% 1% 0% 1% 1% 47%

McDonald's 69% 0% 46% 3% 76% 6% 39% 28% 63% 62%

Panera 0% 0% 3% 6% 0% 20% 5% 0% 7% 0%

Pizza Hut 1% 77% 0% 2% 0% 1% 0% 0% 1% 0%

Sonic 14% 0% 3% 0% 9% 1% 1% 15% 4% 4%

Starbucks 0% 0% 0% 1% 0% 18% 74% 1% 7% 0%

Subway 1% 0% 11% 88% 1% 1% 2% 0% 10% 0%

Taco Bell 1% 0% 1% 1% 0% 0% 1% 0% 10% 0%

Wendy's 47% 0% 29% 2% 49% 2% 2% 18% 5% 26%

highest

second highest


19

CRAVE-ABILITY

Food-Specific Mindshare

TOP OF MIND AWARENESS (% first mentioning that chain when thinking about…)

highest

second highest

Burger Pizza Chicken

Sandwich Deli

Sandwich French Fries

Sweet Bakery Item

Coffee Drink

Frozen Treat

Breakfast Item

Strips / Nuggets

Arby's 0% 0% 1% 0% 1% 0% 0% 0% 0% 0%

Burger King 22% 0% 6% 0% 10% 1% 0% 1% 3% 4%

Chick-Fil-A 0% 0% 23% 0% 1% 0% 0% 1% 0% 8%

Chipotle 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Domino's 0% 17% 0% 0% 0% 0% 0% 0% 0% 0%

Dunkin Donuts 0% 0% 0% 0% 0% 21% 17% 1% 5% 0%

Jack in the Box 1% 0% 1% 0% 1% 0% 0% 0% 1% 1%

KFC 0% 0% 17% 0% 1% 1% 0% 0% 0% 25%

McDonald's 34% 0% 15% 2% 59% 2% 11% 7% 38% 35%

Panera 0% 0% 1% 0% 0% 13% 1% 0% 3% 0%

Pizza Hut 0% 41% 0% 0% 0% 0% 0% 0% 0% 0%

Sonic 2% 0% 1% 0% 1% 1% 0% 5% 1% 1%

Starbucks 0% 0% 0% 0% 0% 6% 53% 0% 3% 0%

Subway 0% 0% 5% 78% 0% 0% 0% 0% 2% 0%

Taco Bell 0% 0% 0% 0% 0% 0% 0% 0% 2% 0%

Wendy's 9% 0% 8% 1% 6% 0% 0% 5% 1% 3%


20

CRAVE-ABILITY

Menu Activity Focus

Appetizers / Sides -- 4% -- -- -- 3% 9% 5% 4% 11% --

Sandwiches 45% 20% 18% -- -- 9% 15% 5% 13% 5% --

Burgers / Hot Dogs -- 11% -- -- -- -- 12% -- 22% -- --

Soup -- -- 6% -- -- -- -- -- -- 8% --

Salads -- 2% -- -- -- -- -- -- -- 8% --

Center of Plate Entrees -- 4% 12% -- 80% -- -- 10% -- -- --

Pizza -- -- -- -- -- -- -- -- -- -- 67%

Pasta Dishes -- -- -- -- -- -- -- -- -- 11% --

Mexican Entrees -- -- -- 100% -- -- 9% -- -- -- --

Rice Entrees -- -- -- -- -- -- -- -- -- -- --

Other Entrees -- -- -- -- -- -- -- -- -- -- --

Breakfast Entrees -- 2% 41% -- -- 18% 18% -- 11% 5% --

Kid's Entrees -- 2% -- -- -- -- -- -- -- -- --

Combo / Value Meals 45% 43% -- -- 20% 2% 12% 81% 24% -- 33%

Desserts 9% 7% 24% -- -- 23% 9% -- 13% 35% --

Beverages -- 4% -- -- -- 45% 18% -- 13% 16% --

Condiments -- -- -- -- -- -- -- -- -- -- --

% O

F N

EW

IT

EM

S /

LT

Os

PA

ST

12

Mo

nth

s (

Ma

y 2

01

3 -

Ap

r 2

01

4)

Source: Datassential MenuTrends INSIDER™

21

CRAVE-ABILITY

Menu Activity Focus (cont.)

% O

F N

EW

IT

EM

S /

LT

Os

PA

ST

12

Mo

nth

s (

Ma

y 2

01

3 -

Ap

r 2

01

4)

Appetizers / Sides 6% 13% 2% 8% 5%

Sandwiches 11% 5% 4% 50% 36%

Burgers / Hot Dogs 14% -- -- -- 23%

Soup -- -- -- -- --

Salads -- 4% -- -- 23%

Center of Plate Entrees 3% -- -- -- --

Pizza -- -- -- 17% --

Pasta Dishes -- -- -- -- --

Mexican Entrees -- -- 30% -- --

Rice Entrees -- -- 2% -- --

Other Entrees -- -- -- -- --

Breakfast Entrees 11% 8% 32% 4% --

Kid's Entrees -- -- -- -- 5%

Combo / Value Meals 3% -- 5% 8% 5%

Desserts 49% 40% 4% 4% 5%

Beverages 3% 31% 21% -- --

Condiments -- -- -- 8% --

Most

Recent

12

Months

Past 3

Months

Arby's 33 9

Burger King 46 9

Chick-Fil-A 17 6

Chipotle 1 1

Domino's 5 4

Dunkin' Donuts 66 17

Jack-in-the-Box 34 6

KFC 21 8

McDonald's 54 8

Panera 37 3

Pizza Hut 9 4

Sonic 35 13

Starbucks 78 13

Subway 24 9

Taco Bell 56 20

Wendy's 22 6

TOTAL MENU ACTIVITY

(# of introductions)

Source: Datassential MenuTrends INSIDER™

22

CRAVE-ABILITY

Impact on Visitation

66% 64%

60% 60% 59% 58% 58% 56% 56% 53% 52% 51% 50%

44% 43% 43%

Ch

ipo

tle

Jack

-in

-th

e-B

ox

Taco

Be

ll

Arb

y's

Ch

ick-

Fil-

A

KFC

Son

ic

Du

nki

n' D

on

uts

Pan

era

Star

bu

cks

Piz

za H

ut

Do

min

o's

Wen

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s

McD

on

ald

's

Sub

way

Bu

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Kin

g

“There are specific items on its menu that I think about and crave” (among visitors to that chain)

Although Arby’s is less often top of mind among the general population, its traffic is frequently

driven by a specific craving. The key is to extend that craving to a larger audience.


23

CRAVE-ABILITY

Specific Menu Items

TOP OF MIND FOODS & OFFERINGS AT ARBY’S

FREQUENTLY MENTIONED

Roast Beef

Cheddar

Curly Fries

Shakes

Sandwiches

Jamocha

French Dip

Reuben

Turnovers

Turkey

Chicken

Melt

Fish

Onion Rings

Mozzarella Sticks


24

VISIT DRIVERS

25

VISIT DRIVERS

Motivations

Arby's Top LSR

Average Delta

Specific food craving 56% 50% +7%

Conviently located 37% 45% -8%

Better quality food 34% 34% +0%

Fresher food 25% 29% -4%

Been a while; wanted to give it a try 24% 17% +7%

Better menu variety 21% 25% -4%

Affordable 19% 32% -13%

More consistent 17% 26% -9%

Better service 15% 21% -6%

To try a new LTO 15% 14% +1%

Healthier options 14% 20% -6%

Better ambiance / setting 10% 15% -4%

To see what's new on the menu 10% 13% -3%

REASONS FOR VISITING (% indicating as a motivation

for their last visit)


26

VISIT DRIVERS

Type of Visit / Purchase

87%

11% 3%

meal snack beverage

only

73%

15%

12%

Arby’s average among

TOP LSRs 87% meal 73% meal

Arby’s traffic skews heavily toward full meals (87%), far more so than other top LSRs (73%). Snacking and beverage-only trips to Arby’s are comparatively rare, and a potential area for improvement.


27

VISIT DRIVERS

Timing

46%

28% 26%

40%

28%

32%

Last second decision /already on the road

Decided before leaving, butdidn't spend time doing so

Planned in advance

DEGREE OF PLANNING % PLANNED IN ADVANCE

Domino’s 45%

Panera 42%

Pizza Hut 42%

KFC 35%

Starbucks 35%

Chipotle 34%

Chick-Fil-A 33%

Subway 33%

Dunkin’ Donuts 33%

Jack-in-the-Box 31%

Burger King 29%

Arby’s 26%

Taco Bell 26%

Sonic 25%

McDonald’s 24%

Wendy’s 24%

Arby’s



28

ENGAGEMENT

29

ENGAGEMENT

True Loyalty

69%

63% 62% 58%

56% 53% 53% 52% 52% 51% 51% 50% 50%

47%

36% 33%

Ch

ipo

tle

Ch

ick-

Fil-

A

Pan

era

Star

bu

cks

Piz

za H

ut

Sub

way

KFC

Du

nki

n' D

ou

nts

Wen

dy'

s

Taco

Be

ll

Do

min

o's

Son

ic

Arb

y's

Jack

-in

-th

e-B

ox

Bu

rger

Kin

g

McD

on

ald

's

TRUE LOYALTY RATIO (% of visits driven by a true desire, rather than just convenience)


30

ENGAGEMENT

Excitement & Knowledge

Arby's Top LSR

Average Delta

Excites me to visit 27% 29% -2%

Can recite several specific items from menu

36% 39% -3%

Offers a unique experience 35% 35% -1%

Specific items on menu I think about and crave

60% 54% +5%

Staff cares about providing a great customer experience

39% 41% -2%

% AGREEING

STRONGLY


31

ENGAGEMENT

Segment Perception

8%

24%

38% 42%

60% 65% 68%

70%

78% 78% 84%

87% 90% 91%

94% 96%

92%

76%

62% 58%

40% 35% 32%

30%

22% 22% 16%

13% 10% 9% 6% 4%

Pan

era

Ch

ipo

tle

Piz

za H

ut

Star

bu

cks

Ch

ick-

Fil-

A

Sub

way

KFC

Do

min

o's

Du

nki

n' D

on

uts

Arb

y's

Son

ic

Wen

dy'

s

Jack

-in

-th

e-B

ox

Taco

Be

ll

Bu

rger

Kin

g

McD

on

ald

's

perceived as “FAST-CASUAL”

perceived as “traditional FAST FOOD”

QSR vs. FAST-CASUAL PERCEPTION


32

ENGAGEMENT

Ad Recall & Recommend Activity

39%

44%

47%

50%

Recall advertising Have recommended tofriends / family

IN THE PAST MONTH…

Arby’s


Ad recall and recommend activity among Arby’s

users trails that of other LSR’s.


33

PERFORMANCE

34

PERFORMANCE

Net Promoter

1% 1%

1% 3%

3%

11% 12%

17%

19%

15%

18%

0 1 2 3 4 5 6 7 8 9 10

promoter: 33% passive: 36% detractor: 31%

“How likely are you to recommend Arby’s to your family and friends?” (10 = extremely likely)

Arby’s NPS: +2

Net Promoter Score (NPS) is calculated as the difference

between brand “Promoters” and “Detractors”. Scores can range

from -100 to +100, with higher scores indicating a more loyal

customer base for that brand.


35

PERFORMANCE

NPS Rankings

+32

+30

+24

+19

+18

+11

+11

+10

+6

+2

+1

-1

-2

-3

-4

-5

Chick-Fil-A

Panera

Subway

Chipotle

Starbucks

Dunkin' Donuts

Wendy's

Pizza Hut

Sonic

Arby's

Taco Bell

KFC

Domino's

McDonald's

Jack-in-the-Box

Burger King

“How likely are you to recommend Arby’s to your family and friends?” (NPS Summary)

Arby’s ranks below average in NPS, trailing leaders Chick-

Fil-A, Panera, and Subway by a considerable margin.

Fast-casual concepts tend to occupy the top spots on this

list, with Chick-Fil-A and Subway being notable exceptions.


36

PERFORMANCE

NPS Detail

“How likely are you to recommend Arby’s to your family and friends?” (NPS Summary)

-5

-7

+7

+6

-3

+6

-5

+1

+7

+1 +4

+1

-12

-14

+6

+5

+2

-10

-4

+6

+0

-4

Bas

ic E

ater

Qu

alit

y Es

sen

tial

ist

Pro

gres

sive

Exp

erie

nti

alis

t

Men

Wo

men

Mill

enn

ials

Gen

X

Bo

om

ers

Sile

nt

Gen

Wh

ite

Afr

ican

Am

er.

His

pan

ic

Asi

an

Un

der

$2

5k

$2

5 -

$5

0k

$5

0 -

$1

00

k

$1

00

k+

Wh

ite

Co

llar

Blu

e C

olla

r

Kid

s u

nd

er 1

3

No

kid

s u

nd

er 1

3

BOTTOM BOXES: Arby’s ranking among 16 top LSRs for that

consumer group. A ranking of “1” is best; “16” is worst.

11 9 12 13 13 10 15 10 10 11 10 15 16 16 14 10 10 13 12 10 15 14


37

PERFORMANCE

Mega Attributes (Satisfaction)

lowest: 48%

highest: 81%

Arby’s

74%

range f

or

top L

SR

s

avg. (68%)

Food quality

lowest: 46%

highest: 78%

avg. (59%)

Service

lowest: 33%

highest: 67%

avg. (49%)

Ambiance

Arby’s

61%

Arby’s

50%


38

PERFORMANCE

Food & Beverage Quality

Arby's LSR

Average Delta

Highest

LSR

Lowest

LSR

Freshness of food 66% 62% +5% 82% 37%

Great tasting food 72% 66% +6% 82% 42%

Food is made to order 67% 63% +4% 81% 38%

High quality food 65% 58% +7% 79% 31%

High-end / premium ingredients 57% 51% +6% 76% 25%

Food is attractively presented 54% 55% -1% 77% 29%

Arby’s average F&B QUALITY vs. other Top LSRs: +4%

% rating “Very Good” or “Excellent”


39

PERFORMANCE

Menu Appeal

Arby's LSR

Average Delta

Highest

LSR

Lowest

LSR

Innovative menu / always something new to try 47% 46% +1% 62% 29%

Menu is well organized 61% 57% +3% 73% 41%

Offers items I can’t easily have at home 59% 54% +5% 67% 34%

Wide variety of appealing menu choices 57% 56% +1% 76% 38%

Health-conscious choices 39% 41% -2% 74% 21%

Seasonal or limited time menu items 45% 44% +1% 64% 32%

Offers items you can’t get at other restaurants 68% 54% +13% 68% 30%

Kids menu 43% 47% -4% 67% 26%

Arby’s average MENU APPEAL vs. other Top LSRs: +2%



40

PERFORMANCE

Value Proposition

Arby's LSR

Average Delta

Highest

LSR

Lowest

LSR

Overall value for the dollar 51% 56% -5% 69% 33%

Affordability 51% 56% -6% 70% 27%

Appealing discounts / special deals 49% 48% +1% 65% 32%

Portion sizes 63% 59% +4% 72% 43%

Arby’s average VALUE vs. other Top LSRs: -2%



41

PERFORMANCE

Customer Experience

Arby's LSR

Average Delta

Highest

LSR

Lowest

LSR

Fast / able to get in and out quickly 66% 63% +3% 71% 53%

Appealing décor / ambiance 52% 49% +2% 71% 31%

Helpful and friendly staff 63% 60% +3% 79% 40%

Consistent experience every time you visit 63% 62% +1% 77% 41%

Staff always gets your order right 63% 61% +2% 78% 38%

Cleanliness 64% 62% +2% 79% 43%

Takeout packaging 62% 60% +1% 71% 48%

All of its locations offer a consistent experience 59% 59% +0% 76% 41%

Good place to bring your kids 54% 57% -3% 80% 34%

Arby’s average EXPERIENCE vs. other Top LSRs: +1%



42

PERFORMANCE

Daypart Offerings

lowest: 40%

highest: 73%

Arby’s

48% range f

or

top L

SR

s

avg. (57%)

Breakfast items

lowest: 44%

highest: 88%

avg. (71%)

Lunch items

lowest: 53%

highest: 84%

avg. (74%)

Dinner items

Arby’s

78% Arby’s

76%


43

PERFORMANCE

Menu Categories

Arby's LSR

Average Delta

Highest

LSR

Lowest

LSR

Cold beverages 67% 66% +2% 87% 56%

Hot beverages 48% 54% -7% 91% 36%

Appetizer / snack items 65% 59% +7% 74% 40%

Salads 52% 53% -1% 81% 35%

Sandwiches 81% 62% +19% 88% 39%

French Fries 68% 67% +1% 78% 54%

Side dishes (other than french fries) 61% 54% +6% 71% 33%

Ethnic items 37% 38% -1% 71% 19%

Desserts 56% 56% +0% 80% 41%

Arby’s average FOOD SCORE vs. other Top LSRs: +3%



44

PROXIMITY

45

ARBY’S: UNIT DISTRIBUTION & DENSITY (top metros)

# OF UNITS DENSITY (units per 1mm people)

0

5

10

15

20

25

30

35

40

45

0

10

20

30

40

50

60

70

80

90

100

India

na

polis

Atlan

ta

Min

nea

polis

Cle

ve

lan

d

Detr

oit

Sa

lt L

ake

City

Chic

ago

Dalla

s

Ph

oe

nix

Ph

ilad

elp

hia

Pitts

burg

h

Na

sh

vill

e

Cin

cin

na

ti

Den

ve

r

Colu

mbu

s O

H

St.

Lo

uis

Los A

nge

les

Lexin

gto

n

Gra

nd R

ap

ids

Tu

lsa

Bir

min

gh

am

Ta

mp

a

Wa

sh

ing

ton

DC

Ka

nsa

s C

ity

Okla

ho

ma

City

Lou

isvill

e

Gre

envill

e

Dayto

n

Se

att

le

Ch

arle

sto

n

Orl

and

o

Ch

arlo

tte

Mo

bile

Kn

oxvill

e

Gre

ensb

oro

Milw

auke

e

To

led

o

Hou

sto

n

Ha

rris

burg

Ric

hm

on

d

Po

rtla

nd O

R

Rale

igh

Flin

t

Little R

ock

Ft.

Wa

yn

e

Wic

hita

Om

aha

Lin

coln

& H

astin

gs

Yo

un

gsto

wn

Ba

ltim

ore

46

PROXIMITY

Competitive Radius

Source: Datassential Firefly™

Restaurant Menu Types within a

ONE-HALF MILE RADIUS of ARBY’S STORES

21

.7%

12

.7%

11

.2%

10

.8%

8.9

%

5.1

%

4.8

%

4.6

%

3.2

%

2.7

%

2.6

%

1.9

%

1.9

%

1.6

%

1.5

%

1.1

%

0.9

%

0.5

%

0.5

%

0.5

%

0.4

%

0.4

%

0.3

%

0.2

%

Am

eric

an

Bu

rger

San

dw

ich

/ D

eli

Piz

za

Mex

ican

Des

sert

/ S

nac

k

Ch

ines

e

Co

ffe

e /

Bak

ery

Sou

ther

n

Ital

ian

Jap

ane

se

Seaf

oo

d

Stea

kho

use

Oth

er A

sian

BB

Q

Med

iter

ran

ean

Thai

Mix

ed E

thn

icit

y

Oth

er E

uro

pe

an

Ind

ian

Sou

th A

mer

ican

Fren

ch

Car

ibb

ean

Ko

rean

47

PROXIMITY

Closest Competitors

Source: Datassential Firefly™

*within metros where both chains operate Avg. Miles

to Nearest*

OVERLAP RATIO (% of stores within _______ miles of that other chain)

0.5 miles 1 mile 3 miles 5 miles 10 miles 20 miles 50 miles

1 McDonald's 1.2 52.4% 70.5% 94.0% 96.5% 98.4% 99.5% 99.9%

2 Subway Sandwiches & Salads 1.1 40.9% 60.8% 95.0% 98.0% 99.4% 99.9% 100.0%

3 Taco Bell 2.7 33.8% 50.2% 80.3% 87.5% 92.1% 96.7% 99.1%

4 Burger King 2.7 32.0% 45.4% 79.7% 88.7% 93.4% 97.1% 99.5%

5 Starbucks Coffee Co 5.5 26.6% 39.7% 66.8% 74.0% 81.0% 88.0% 97.9%

6 Pizza Hut 2.4 25.2% 42.0% 80.7% 90.3% 95.5% 98.7% 99.8%

7 Kfc 3.5 23.8% 36.5% 70.8% 83.0% 90.4% 96.0% 99.4%

8 Wendy's Old Fashioned Hamburgers 5.8 17.4% 26.9% 51.6% 65.7% 81.2% 91.2% 98.6%

9 Little Caesar's Pizza 4.8 16.2% 26.0% 65.9% 77.5% 85.5% 91.8% 98.3%

10 Dairy Queen 5.0 14.0% 25.8% 58.8% 72.4% 83.6% 92.5% 97.8%

11 Applebee's Neighborhood Grill 6.6 13.1% 21.7% 46.9% 64.4% 78.3% 87.6% 97.3%

12 Domino's Pizza 4.3 12.8% 26.5% 70.3% 80.8% 87.9% 94.0% 99.1%

13 Sonic Drive-in 8.7 11.9% 20.2% 42.0% 52.6% 66.3% 76.9% 91.1%

14 Papa John's Pizza 5.9 11.8% 22.4% 59.2% 72.9% 80.3% 87.8% 96.8%

15 Waffle House 10.8 9.9% 14.4% 27.5% 34.8% 42.8% 50.9% 65.3%

16 Chick-fil-a 10.3 9.8% 15.9% 33.2% 44.4% 56.2% 66.1% 82.3%

17 Dunkin Donuts 10.6 9.5% 15.5% 33.6% 43.7% 53.7% 63.1% 80.2%

18 Panera Bread 8.8 9.5% 16.6% 38.2% 51.2% 62.9% 72.2% 86.3%

19 Jimmy John's 10.9 8.5% 14.9% 36.2% 46.7% 58.9% 69.3% 89.1%

20 Long John Silver's 11.2 8.5% 12.3% 27.6% 39.5% 53.7% 68.1% 86.1%

21 Denny's 11.2 7.8% 12.4% 29.7% 41.6% 57.4% 70.6% 90.4%

22 Chipotle Mexican Grill 11.3 7.7% 12.6% 29.6% 41.0% 52.9% 63.8% 82.2%

23 Hardee's 11.6 7.2% 11.8% 26.4% 33.8% 42.9% 54.3% 71.0%

24 Chili's Grill & Bar 9.9 7.1% 12.7% 31.2% 47.7% 63.5% 73.9% 90.2%

25 Panda Express 12.7 6.8% 11.3% 25.4% 34.1% 44.5% 53.9% 73.2%

48

UNMET NEEDS

49

UNMET NEEDS

Consumer Whitespace

“Offer fish sandwiches year round. My Arby’s only offers one flavor of shake while others offer a better choice.”

“Arby's prices have gotten too high to be able to afford for a family of four without coupons. Orders are rarely right whether they are busy or not, it is disappointing especially when you only order a few items for two people. They need to better label Cherry and Apple turnovers, I get tired of ordering one, checking the receipt and when I get home finding out that at least one of them if wrong!!”

“Offer regular fries. The curly fries are rarely done well - always over or under cooked making them soggy or too crunchy.”

“Arby's seems to have a policy of only hiring minorities, and this often leads to a somewhat annoying language barrier. The food, while quite good, is not always worth the money. No single fast food sandwich should be 4 dollars.”

“I would like to see faster service... that is, the time it takes for me to get my order should be at a minimum.”

“Working with their employees on customer service. The last couple times I have been to Arby’s, the employees are more focused on talking to each other than customer service.”

“Bring back the Homestyle fries, not everyone likes curly fries and a potato cake is not appealing to me. Used to think the Homestyle fries were actually one of the better fries offered at a fast food restaurant, then one day they were just no longer available so I no longer order any side.”

select

verbatims


50

UNMET NEEDS

Consumer Whitespace

“Offer a better value. Improve portion sizes or lower prices. For example a 5 piece onion ring costs 2.99. That's 60 cents for a single onion ring. Too expensive and too small portions.”

“I would like to see their prices lower. Their prices are very high, and not especially worth it for what you get.”

“Keeping up the quality of their food, but getting the cost a little lower especially for just a sandwich.”

“I wish they had a wider variety of sandwiches. I really do not care for the curly fries either. Change the fries would be good for me but that is my preference. Arby’s needs a wider variety of sandwiches to chose from and different fries.”

“Price. Arby's is a little pricey. But you do get what you pay for very good food. They should have more deals.”

“Bring back some of the great special sandwiches they had like the mushroom one and the brisket bbq one.”

“Lower prices. they are way overpriced and usually go some other place because of it. All Arby’s are not the same. some have good tasting juicy beef while others like the one local to me always taste dried out and old. the beverages are flat a lot of the time. they don't know how to hook up their fountain drinks right as they all have a bad taste to them at our local Arby's.”

select

verbatims


51

UNMET NEEDS

Consumer Whitespace

“The employees are mostly teens who don't care if you're there and they are often not very friendly, the sandwiches are good but look like someone sat on them before it got to me.”

“Last time I was there I was upset because I had to wait forever for 2 Jr Roast beefs. The car ahead of me ordered a huge sack full of food and it took sooooo looooonnnngggg. I wish they would do like other places do and have the car pull up and walk their order out instead of having me wait so long behind them. Numerous times I almost just left the line.”

“Better presentation. MY sandwich was a pile of mess. It literally looked like it was thrown together as quick as possible, by someone with their hands tied and eyes closed. HOWEVER, it was DELICIOUS!!!!! And we love the 2 for $5 deal. The curly fries are always good. But the presentation is ALWAYS terrible.”

“I would really like it if that had normal fries you can see then on the website but no Arby's I know carries then they have seasons friend. I would eat there more often if they had normal fries available.”

“Arby's is a favorite 'take home' meal for us because you don't have to worry about them cooling off. I love the sandwiches for travel and will buy them ahead to take with us. Also for lunches that I have to eat at work. So for me they hit all the points that are important to me. Better prices would be the only area that I would like improved. Value menus are extremely important in today's economy.”

“The prices are very unaffordable. T wo people for lunch cost $18 last time I went. No way I can afford this very often. Took a long time to get our food.”

“The decor is tired and boring. Some stores are somewhat outdated and a bit on the dark side.”

select

verbatims


WE KNOW FOOD

for more information, contact DAVE JENKINS at

847-903-5744 or [email protected]

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