KFC a.m. BRS / ATU – Tyne Tees Topline results Prepared by Conquest (MC/RM/RH) October 2008 11334.

KFC a.m. BRS / ATU – Tyne Tees Topline results

Prepared by Conquest (MC/RM/RH)October 200811334

How positive is the KFC am experience for your

customers? Who are they? How do they rate the experience?

Will they revisit?



Will they revisit?

Are KFC am customers satisfied with the products?

Are there any product issues?

Will they repurchase the product?




Are your core target aware of KFC am?

Do they see KFC am as new?

Have they seen/heard the advertising?




What’s stopping more people trying KFC am?

Barriers to trial

What further information do they need?


Barriers to trial


Topline Issues














Barriers to trial



Barriers to trial




Will they revisit?



Will they revisit?

Topline Issues

4

Profile of KFC am adopters:Early adopters tend to be males, heavy KFC users who work full-time

KFC am adopters

Total KFC users

KFC lunch users

KFC dinner users

% % % %

Male 67 50 53 43Female 33 50 47 57

16-19 9 25 28 1920-24 19 20 22 1925-29 19 15 14 1630-35 16 12 11 1536-40 12 11 10 1241-49 23 17 15 19

AB 12 8 8 7C1 33 29 28 32C2 24 24 23 26DE 29 37 39 33

Work full-time 62Part time 9Not working 14Student 7

Heavy KFC user 54 36 40 31Medium KFC user 32 36 35 41Light KFC user 14 22 23 23

Base: All breakfast trialists (580)

5

Core breakfast occasions:The main occasion for consumers was on their way to work

39

19

15 1411

97 7

4 3 2

0

10

20

30

40

50

60

On my wayto work

Treat formyself

To keep megoing until

lunch

Treat for meand mypartner

No time/nodesire tocook orprepare

breakfast athome

Socialoccasion

with friendsor family

As a pick-me-up fromthe previous

night

As a midmorning

break fromwork

Treat for thekids orfamily

As a midmorning

break fromshopping

As a breakfrom

travelling


6

Are we seeing any new consumers coming in?:Although the majority are existing KFC p3m users – we see a small % of new users

coming into KFC with breakfast menu

95

5 Visited KFC in past 3 months

Not been to KFC apart from on thisoccasion

Over-indexing on females 36+


7

How became aware of KFC a.m.?TV played greatest role, but posters also cited strongly

41

14

13

10

9

5

4

3

3

2

2

2

1

1

1

62

38

41

18

25

15

19

12

18

16

8

4

6

3

7

Television advertising

On the menu board in store

Posters at bus shelters / on billboards / on sides of buildings

Friend / family member told me

Posters in store w indows

Signs/board on/above the counter

In magazines or newspapers

Radio advertising

Posters on phone booths

Posters on sides of buses

Leaflet in a KFC store

KFC staff member told me

Leaflets through the door

KFC website

T-Shirts worn by the staff

1st aware

Total awareness


8

Overall satisfaction with experienceOverall, a.m. consumers enjoyed their experience

5043

-4

8488

-40

-20

0

20

40

60

80

100

KFC am experience KFC BRS experience norm

Completely satisfied

Quite satisfied

Not at all satisfied

Not very satisfied


9

Repeat visit intent for breakfast in next 3 monthsEncouragingly, 6 in 10 say they will definitely re-visit for breakfast

6154

-5 -4

8584

-40

-20

0

20

40

60

80

100

KFC am experience KFC BRS experience norm

Definitely will

Probably will

Definitely will not

Probaby will not


(Not occasion specific)

10

Repeat visit intent for breakfast in next 3 monthsThis is highest amongst heavy user C2DEs, however no group displays any strong levels of rejection to coming back

6162

5764 72 48 61

6054 67

8185

-5 -4 -6 -6 -3-8

-5-8 -6 -5

8185

90

76

84858284

-20

0

20

40

60

80

100

Total KFCa.m.

trialists

16-24 25-35 36+ Heavy KFCuser

Med/LightKFC user

Male Female ABC1 C2DE

Definitely will

Probably will

Definitely will not

Probaby will not

Base: All breakfast trialists (580,) 16-24 (165), 25-35 (202), 36+ (199), Heavy (312), Medium (187), Light (81), ABC1 (263), C2DE (308)

11

What was the service like?Strong service levels overall, with ordering found fairly easy

65

69

60

60

53

43

43

33

26

88

87

86

86

81

73

70

60

46

-3

-6

-2

-6

-6

-5

-8

-9

-24

-30 -20 -10 0 10 20 30 40 50 60 70 80 90 100

They made it easy for me to place my order

The food was served exactly as I ordered

I was made to feel welcome

I was served quickly and efficiently

The staff appeared genuinely friendly, smiling and keen to help

They made me feel like a valued customer

The staff were noticeably enthusiastic about serving me

The staff were passionate and knowledgeable about the food and drinksthey sell

The lobby host guided me through the new breakfast menu

Agree strongly (5) Agree slightly (4) Bottom 2 boxes

Wallsend / Byker strongest

Grainger St weakest


13

Is the service quick and efficient?No strong levels of criticism, however reduction of wait for food would further drive trip satisfaction


44

41

39

68

70

65

-8

-8

-13

-30 -20 -10 0 10 20 30 40 50 60 70 80 90 100

Time spent queueingbefore placing order

Time spent placing order

Time spent waiting forfood after order placed

Satisfied Completely satisfied Bottom 2 boxes

69% completely satisfied19% completely satisfied



Will they revisit?



Will they revisit?








Barriers to trial



Barriers to trial








15

Products bought by subgroupTwister attracts the highest proportion of female buyers

Av. Across all products

a.m . Loader

a.m . Wraps tar

a.m . Challenger Box Meal

a.m . Charger

a.m . Filler

a.m . Twis ter

a.m . Riser

Unweighted Base 565 153 79 38 81 62 58 57Weighted Base 566 199 89 73 56 51 41 40 % % % % % % % %16-24 30 28 28 34 20 21 41 3525-35 35 36 46 32 36 40 29 2336+ 36 36 27 34 44 39 29 42 Male 66 65 75 72 60 76 50 62Fem ale 34 35 25 28 40 24 50 38

Heavy 53 52 57 62 56 36 55 55Medium /Light 47 48 43 38 44 64 45 45 ABC1 48 47 39 41 55 57 55 39C2DE 52 53 61 59 45 43 45 61


16

Motivations for buying individual productLooking really tasty is a key driver to buying a specific product

58

45

40

37

35

35

35

32

32

32

32

31

30

29

25

23

21

18

11

11

10

It looked really tasty

It provides a variety of tastes and flavours

Right size for my appetite

More exciting / adventurous product than other KFC a.m. menu items

More exciting / adventurous product than competitor breakfast items

It looked really filling

It's easy to eat

It's as much food as I wanted/fancied

It fits w ithin the price I wanted/intended to pay

It's breakfast I can eat on the go

I liked the combination of the ingredients

It's good value for how much food you get/how filling it is

It's as much food as I needed to keep me going

It's quick to eat

More exciting/ adventurous ingredients than breakfast items at home

It included everything I needed on that occasion

I wanted something really filling

It has the classic KFC taste

It's better for you than other things on the KFC a.m. menu

Wanted something less heavy /less filling

I fancied something sweet for breakfast

%


17

Motivations for buying individual product

Av. Across all products

a.m. Loader

a.m. Wrapstar

a.m. Challenger Box Meal

a.m. Charger

a.m. Filler

a.m. Twister

a.m. Riser

Unweighted Base 580 156 82 39 84 64 58 58Weighted Base 580 203 93 75 58 52 41 41

It looked really tasty 57 109 88 112 105 93 112 75It provides a variety of tastes and flavours 42 109 128 104 102 93 140 50Right size for my appetite 40 100 123 95 100 75 103 90It is a more exciting /adventurous product than other KFC a.m. menu items 35 116 139 110 84 81 98 61It's easy to eat 42 74 69 62 105 101 81 120It looked really filling 30 119 152 126 96 83 132 63It is a more exciting /adventurous product than competitor breakfast items 33 108 111 99 114 93 141 63It's breakfast I can eat on the go 33 85 88 94 109 134 137 88It's as much food as I wanted/fancied 34 85 68 135 97 115 82 85It fits within the price I wanted/intended to pay 34 97 70 120 108 106 82 76I liked the combination of the ingredients 28 138 105 76 156 120 131 58It's good value for how much food you get/how filling it is 31 94 110 142 100 65 84 78It's as much food as I needed to keep me going 27 111 118 151 118 92 77 89It's quick to eat 34 72 69 98 119 107 83 107It has more exciting/adventurous ingredients than other breakfast items at home 23 121 125 91 104 95 113 43It included everything I needed on that occasion 21 114 109 133 118 109 76 90I wanted something really filling 17 127 138 162 104 98 138 40It has the classic KFC taste 17 109 92 75 109 115 109 109Wanted something less heavy /less filling 18 44 33 55 71 49 76 142It's better for you than other things on the KFC a.m. menu 10 127 98 127 49 78 157 166

Indexed against average % across all products


21

Overall product satisfactionWrapstar, Challenger Box Meal and Twister are particularly strong menu items, while Filler’s low scores are concerning

52 50 63

64

48

34

5538

-7 -5-2

-8 -7

-20

-7 -7

858588

65

8992

8586

-40

-20

0

20

40

60

80

100

Total a.m. Loader a.m.Wrapstar

a.m.ChallengerBox Meal

a.m. Charger a.m. Filler a.m. Twister a.m. Riser

Completely satisfied

Quite satisfied

Not at all satisfied

Not very satisfied

Column 2

Column 1

Low end BRS product top box norm = 51

Base: Total (580) Loader (156), Wrapstar (82) Challenger (39), Charger (84), Filler (64), Twister (58), Riser (58)

22

Comparison of experience with expectationsOn the whole, the products strongly exceed expectations, with only Filler seeing high levels of disappointment

31

33

40

33

24

19

31

24 38

-10

-6

-6

-16

-7

-31

-10

-11

50

66

51

59

32

60

55 Total

Loader

Wrapstar

Challenger BM

Charger

Filler

Twister

Riser

A little worse

Much worse

A little better

Much better

% Better% Worse


23

Comparison of experience with expectationsOn the whole, the products strongly exceed expectations, with only Filler seeing high levels of disappointment

31

33

40

33

24

19

31

24 38

-10

-6

-6

-16

-7

-31

-10

-11

50

66

51

59

32

60

55 Total

Loader

Wrapstar

Challenger BM

Charger

Filler

Twister

Riser

A little worse

Much worse

A little better

Much better

% Better% Worse


Why is Filler worse than expected? (20 people)

5 mentions of disliking bread

4 mentions of disliking sauce

3 mentions of disliked taste (overall)

2 mentions of ingredients disliked

2 mentions of sausage disliked

2 mentions of ‘sweet tasting bread’

24

Likely repurchase intent of the product:Whilst commitment to repurchase generally meets KFC norms, Filler is a clear outlier

50 53

48

5961

28

52 45

76 77

8580

76

51

7873

-5 -6 -8-11

-31

-8-15

-9

-40

-20

0

20

40

60

80

100

Total Loader Wrapstar ChallengerBM

Charger Filler Twister Riser

I will definitely buy theproduct again

I will probably buy theproduct again

I will definitely not buy theproduct again

I will probably not buy theproduct again

Top Box Norm from low end BRS tests: 53%


25

How often are they likely to repurchase their product? Good proportion feel their product will become a regular purchase

30 34

19

39

17

3335

30

39

26

3731

51

22

57

Total Male Female Heavy Medium/Light

Regularly at least once a week Regularly but less often than once a week Occasionally

Base: All who would def/prob repurchase (437)

Regularly: 63% 69% 49% 78% 43%

Highest for Challenger BM (42%) / Lowest

for Twister (20%)

26

Value for moneyValue scores are on the whole encouraging – with the strong top box for £3.99 Charger BM showing that abundance is as key to value at breakfast as absolute price point

52

52

54

46

51

55

59

48

36

38

37

41

38

25

29

36

88

90

90

87

89

80

88

84

-11

-8

-10

-13

-10

-20

-12

-12

Total

a.m. Loader £2.29

a.m. Wrapstar £2.89

a.m. Challenger Box Meal£3.99

a.m. Charger £1.89

a.m. Filler £2.29

a.m. Twister £2.49

a.m. Riser £1.29

Quite good value for money (3) Very good value for money (4)

Not very good value for money (2) Not at all good value for money (1)


Filler and Twister show muted top box value compared to the other products

27

36 3449 46

36

17

40

26

69 70

8077

68

52

72

53

-10 -8-3

-13-9

-28

-5-8

-40

-20

0

20

40

60

80

100

Total a.m. Loader a.m. Wrapstar a.m.Challenger Box

Meal

a.m. Charger a.m. Filler a.m. Twister a.m. Riser

Very good (4) Excellent (5) Fair (2) Poor (1)

% E

xc

ell

en

t/v

ery

go

od

Product taste: Strong differentiation between best and lowest performing breakfast products, with Wrapstar and Box Meal performing strongest on taste, and Filler weakest


28

Diagnostic Summary – FillerThe Filler bun, overall texture and sauces see low optimal scores

FILLER (64) Just about right Direction for Change

Amount of Flavour 70 1% M ore

Overall Size 78 11% Larger

Amount of Bacon 64 20% M ore

Flavour of Bacon 80 5% Stronger

Amount of Sausage 81 6% Less

Texture of Bun 51 16% Less Doughy

Overall Texture 58 22% M ore M oist

Strength of Flavour of Sauce 56 18% Weaker



Will they revisit?



Will they revisit?








Barriers to trial



Barriers to trial





Are your core target aware of KFC a.m.?

Do they see KFC a.m. as new?


30

Awareness among the target is already promising

North East

18-35

60% Males, 40% Females

All med/heavy QSR users

Eat breakfast out of home at least once a fortnight (62% of this target)

All to be KFC users (56% of this target)

70% Aware KFC does breakfast

67% Aware KFC has a new breakfast range KFC am

ATU sample designed to focus in on core initial target:

31

50

32

13

5

It is totally new for KFC to offerbreakfast

It is quite new for KFC to offerbreakfast

KFC a.m. is new, but KFC hasoffered breakfast before

KFC have offered breakfast for awhile

How new do consumers think KFC breakfast is?The majority know that breakfast is a new format for KFC

Base: All breakfast non trialists (149)

Nobody thought KFC had always offered breakfast

32

How did non-trialists 1st become aware of KFC a.m.?TV played the central role in raising awareness, with outdoor also contributing – radio receives few mentions as a primary source of awareness

47

17

9

4

4

4

2

1

1

1

1

1

1

1

1

Television advertising

Posters at bus shelters / on billboards / on sides of buildings

Posters in store windows

In magazines or newspapers

Friend / family member told me

A window poster in KFC

On the menu board in store

Radio advertising

Posters on Phone Booths

On the internet

KFC website

Signs/board on/above the counter

Leaflet in a KFC store

T-Shirts worn by the staff

Posters on the sides of buses

1st mention


34

TV Ad Recognition2/3rds recognise at least 1 of TV ad executions

68

57

39

0

10

20

30

40

50

60

70

80

90

100

Total TV Boat Out and Stops: 30 secs Bull by Horns: 10 secs


35

Radio ad recognition1 in 4 recall Radio – higher amongst listeners of applicable stations

2416

11 10 10

38

0

10

20

30

40

50

60

70

80

90

100

Total Radio Plumbers Decorators Scaffolders Construction Total RadioRecognition

amongst GalaxyNE / Metro FM

listeners


36

55

27 2418

36

139

0

10

20

30

40

50

60

70

80

90

100

Total Press Twister - DayWrapped Up

Loader -Ooompf

Get up & GoCoffee

Metro Front Metro Back CoffeeVoucher

Press ad recognition

Any Metro front/back – 38%


37

70

41 42

2822

0

10

20

30

40

50

60

70

80

90

100

Total Outdoor Phone Box Loader - He who eatswins

Twister - Brian to Lion Bus Sides

Outdoor ad recognition


38

12

4

5

1

3

13

1

111

20

5

2

3

13

7TV only

Press only

Outdoor only

Radio only

TV/Press

TV/Outdoor

TV/Radio

Press/Outdoor

Outdoor/Radio

TV/Press/Outdoor

TV/Outdoor/Radio

TV/Press/Radio

Press/Outdoor/Radio

Saw all types of media

Saw none of campaign

Cumulative Media Mapping: Of the different media used the radio extended reach the least


93% recognised at least 1 element of the campaign

Only 1% of sample recognised the radio but had not seen any of the TV, outdoor or press

39

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0

TV ADS Radio Ads

Poster and Press TV Ad Norm

Diagnostics – Bi-Polar Scales The campaign delivers on new news, with the TV very well liked

Mean Score / 7

Mid-point

Not for people like me

Didn’t tell me anything new

Same as other ads I see on TV/ hear on the radio

For people like me

Told me something I didn’t know

Different to other ads I see on TV/hear on the radio

Hate it Love it


40

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0

TV ADS Radio Ads Poster and Press

Diagnostics – Bi-Polar Scales

Mid-point

Not something I expect from KFC Something I expect from KFC

Same as other KFC ads I have seen Different to other KFC ads I have seen

Could be food for any time of day Clearly shows this food is for breakfast

Does not give me the impression that KFC a.m. is new at all

Gives me the impression that KFC a.m. is totally new

Gives me the impression very strongly that KFC a.m breakfast would leave you feeling fully charged and ready to take on the world

Does not give me the impression at all that KFC a.m breakfast would leave you

feeling fully charged and ready to take on the world


41Base: Total ATU (149)

2

54 7 8

3

1920

20

19

44 45 45 3749

28 29 29 27

5 43 3

18

27

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female 18-25 26-34

9-10

7-8

5-6

3-4

1-2

How warm do consumers feel towards the TV ad?

ATU

Conquest Ad Warmth Norms

9+ : Norm = 21% / Upper Norm = 32%

Mean score: Norm = 6.4 / Upper Norm – 7.2

Mean score / 10 7.29 7.32 7.23 7.11 7.46

42

5

15

12

19

29

44

26

35

28

17

5

135

29

18

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV Radio Press/Outdoor

9-10

7-8

5-6

3-4

1-2

How warm do consumers feel towards the TV ad?

ATU

Mean score / 10 7.29 5.9 6.50

Base: Total ATU (149)

Verbatim response to TV ads – The ‘filling breakfast’ message gets through in a humorous way

funny. not taken themselves seriously. modern

good advert, to the point, it gives you energy

they make me laugh and it sticks in your head

they were quick witted

Gives the impression that you will be ready to take on anything after you have had a KFC am breakfast

Quite amusing - It gives the impression that it'll give labourers enough strength to move mountains

literally doing what they say. once you had their breakfast you can do anything

quite wittyreally like the ads,everyday sayings going in a different direction,quirky and clever

That KFC breakfasts would fill you up making you feel strong and ready to take on the day

Was funny and light hearted but looks like KFC AM only appeals to men

liked the humour and the voice over. made it seem like they were hearty cooked breakfasts

the food looked good

the food is good and sets you up for the day

'food looks appetising and filling. Restaurant looks like a friendly, welcoming environment

that the breakfast sets you up for the day. they are aimed at men

They made me feel happy, i like an advert that can make you laugh, that appealed to me

looked nice, made me want to get a KFC breakfast more than usual

They were funny and original

Yeah, they're quite funny and the pic at the end looks yummy

'they are funny, look nice, tell you the times that they are open. made me feel like KFC have a sense of humour

they were new and funny, original springs to mind

They were quite funny plays on everyday phrases. Makes me feel like they will offer a fulfilling breakfast that will last until lunch time

funny, don't get sick of watching it, makes you feel you will have plenty of energy and feel alive after eating it

they show real people, they are funny and give the impression that the food will fill you up and prepare you energy wise for the day ahead

ATU

Verbatim response to TV ads…however not communicating the actual product?

they're funny but didn't really tell you much about what's on offer

They are amusing but don't show much about the breakfast

I thought the adverts were funny and good to watch but I didn't remember much about the product

Didn't really like the TV ads as i couldn't relate to them - are KFC breakfast targeted at males only?

'they were funny and made me want to see what breakfast menu they do

Interested to try the product, but you don't find out the full range available. The adverts are funny though

Nothing mentioned about the product or price

'not very exciting - aimed at men!

Didn't think it was a particularly funny or clever advert, didn't like the screaming, didn't give prices

the options are seems only with sausage..

they were actually quite funny although the first one was a bit too silly. does not really say anything about the product

They were amusing, but the products shown did not look like anything innovative or different to those you can get elsewhere

male oriented

don't tell you anything about the products, why i should go to KFC. completely pointless

Doesn't really explain what is in their breakfast range

Advert was humorous however it doesn't tell you about the food available

I don't know what the breakfast range consists of

not explaining what's on offer or price

the ads were quite short and i couldn't remember if id seen them or not. they did not say what was in the breakfast although the picture of the food at the end was good. i didn't really know what food was being offered

ATU



Will they revisit?



Will they revisit?














Barriers to trial



Barriers to trial


46

What are the barriers to trial?Beyond lack of opportunity to date, uncertainty around the product range appears to be a key barrier

48

10

5

6

8

2

9

6

1

2

2

1

1

7

6

3

3

1

1

59

21

18

13

14

16

17

11

0 10 20 30 40 50 60 70 80

Not got round to trying yet

I prefer to buy breakfast elsewhere

Don't know what was in it

It is unhealthy

Is not what I come to KFC for

Too fattening

I think they will just be selling fried chicken, don't fancy for breakfast

It does not look appealing

Not good value for money

It is too expensive

The products are too big & filling for me

They don't have any lighter options

Don't like the menu items

It's too large for my appetiteMain Reason

Other Reasons


62% male, 54% female

47

What are the barriers to trial?The ‘Fried Chicken issue’ is a factor, but is not at a critical level


Total Male Female 18-25 26-34 Medium/Light Heavy

Unweighted Base 149 65 84 64 85 86 63

Weighted Base 149 89 60 75 75 81 68

% % % % % % %

Not got round to trying yet 59 62 54 58 60 61 56

I prefer to buy breakfast elsewhere 21 20 22 19 23 24 17

Don't know what was in it 18 16 21 20 16 23 12

It is unhealthy 17 20 13 20 14 20 15

Is not what I come to KFC for 16 15 16 22 9 12 20

Too fattening 14 12 17 18 10 19 9

I think they will just be selling fried chicken, which don't fancy for breakfast

13 14 13 12 15 15 12

It does not look appealing 11 12 9 16 6 14 6

Not good value for money 7 8 5 10 4 8 6

It is too expensive 6 6 6 9 2 2 10

The products are too big & filling for me 3 2 5 6 1 2 5

They don't have any lighter options 3 - 7 3 2 1 5

Don't like the menu items 1 - 3 2 - 1 2

It's too large for my appetite 1 - 2 1 1 1 1

48

Spontaneous reasons why not tried:Getting consumers to break their current journey/routine will be a clear challenge


Total Male Female 18-25 26-34Heavy KFC

usersMed/Light KFC

users Unweighted Base 149 65 84 64 85 63 86 Weighted Base 149 89 60 75 75 68 81

% % % % % % % No KFC near to me / where I work 23 22 25 24 22 14 30 I don't pass one on my way to work / in the mornings 17 22 9 14 19 16 17 No time / no time in the morning 8 6 10 9 6 11 5 Only just heard about it 7 5 9 8 6 6 8 Haven't had the opportunity 7 5 10 4 9 8 5 Haven't got round to it yet 5 8 1 6 5 10 1 Don't know what they do / sell 5 2 9 3 6 1 8 Unhealthy / too many calories / too much fat 4 6 2 3 6 3 6 I don't want to eat chicken for breakfast / in morning 4 3 5 4 3 7 1 I prefer other fast food restaurants 3 2 5 3 3 3 3 Not convenient 3 3 3 1 5 4 3 haven't been to a KFC recently 3 2 4 3 2 1 5 It wont be very nice / tasty 3 4 1 6 - - 5 I don't have the money 3 2 4 4 1 2 3 Price (unspec) 2 2 3 2 2 3 1 It has only just started 2 3 1 1 3 2 3 Location 2 2 2 3 1 - 4 Its too early / not up early enough 2 2 2 3 1 2 2 Previous bad experience 2 3 - 2 2 - 4 Never thought of it 2 3 - - 3 2 1 Over priced 2 2 1 2 1 2 1

49

Is lack of knowledge about KFC a.m. a barrier to trial?Once awareness is created, more info on product range would clearly be beneficial

44

25

16

15

I know a little, but need toknow more about KFC a.m. in

order to consider it

I know a fair amount, butwould like a little more

information about KFC a.m. inorder to consider it

I would need much moreinformation about KFC a.m.

before I would consider buying

I know everything I need toknow about KFC a.m. Total Breakfast non trialists

What would consumers need to know before they would consider KFC a.m.?

The range of products available 65%

How m uch the KFC a.m . range costs 14%

Inform ation about how healthy / unhealthy the products are 8%

What tim e of day KFC a.m . is available 5%

Details about each individual product 4%

Where I can buy KFC a.m . 4%


50

Summary

How positive is the KFC a.m. experience for your customers?How positive is the KFC a.m. experience for your customers?

Are KFC a.m. customers satisfied with the products?Are KFC a.m. customers satisfied with the products?

• Early adopters of KFC a.m. hit the target of working heavy KFC males

• Encouragingly, these early trialists are happy with the a.m. experience, displaying high levels of satisfaction and intention to re-visit

• Service levels are rated highly – with the data highlighting that staff interaction (being welcoming, friendly) makes the difference between being completely satisfied and just satisfied

• Early adopters of KFC a.m. hit the target of working heavy KFC males

• Encouragingly, these early trialists are happy with the a.m. experience, displaying high levels of satisfaction and intention to re-visit

• Service levels are rated highly – with the data highlighting that staff interaction (being welcoming, friendly) makes the difference between being completely satisfied and just satisfied

• On the whole, we see strong levels product ratings for individual products, with Wrapstar, Challenger Box Meal and Twister particularly strong on satisfaction and taste

• There is no product issue with the Twister in itself, however we are finding that the profile of buyers skews towards ABC1 females who are less likely to be frequent re-purchasers

• Throughout the product data Filler performs less than optimal. Key factors coming through at this stage are consistent with CPT – texture of bun and strength of sauce causing concern

• On the whole, we see strong levels product ratings for individual products, with Wrapstar, Challenger Box Meal and Twister particularly strong on satisfaction and taste

• There is no product issue with the Twister in itself, however we are finding that the profile of buyers skews towards ABC1 females who are less likely to be frequent re-purchasers

• Throughout the product data Filler performs less than optimal. Key factors coming through at this stage are consistent with CPT – texture of bun and strength of sauce causing concern

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Summary

Are your core target aware of KFC a.m.?Are your core target aware of KFC a.m.?

What’s stopping more people trying KFC a.m.?What’s stopping more people trying KFC a.m.?

• Among your core target, you have already created strong basic awareness that you have a new breakfast platform, with 7 in 10 of target audience aware of KFC a.m.

• TV has played the central role in creating awareness, with good support from press and outdoor. Going forward, however, there is a question as to how much radio is contributing to the campaign

• The style chosen for the comms appears to be engaging and impactful

• Among your core target, you have already created strong basic awareness that you have a new breakfast platform, with 7 in 10 of target audience aware of KFC a.m.

• TV has played the central role in creating awareness, with good support from press and outdoor. Going forward, however, there is a question as to how much radio is contributing to the campaign

• The style chosen for the comms appears to be engaging and impactful

• The communication successfully create awareness of KFC a.m., and your target audience are open to the idea

• However, because of the nature of breakfast, getting people to step out of their normal routine will be a significant challenge

• In order to convert a higher proportion to trial, the next step will be to tell consumers more about the specific product range KFC offers at breakfast

• The communication successfully create awareness of KFC a.m., and your target audience are open to the idea

• However, because of the nature of breakfast, getting people to step out of their normal routine will be a significant challenge

• In order to convert a higher proportion to trial, the next step will be to tell consumers more about the specific product range KFC offers at breakfast

KFC a.m. BRS / ATU – Tyne Tees Topline results Prepared by Conquest (MC/RM/RH) October 2008 11334.

Documents

Transcript of KFC a.m. BRS / ATU – Tyne Tees Topline results Prepared by Conquest (MC/RM/RH) October 2008 11334.