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FOOD

Experience Benchmark Food. Mexico 2012. Benchmark 2012. FOOD. General Objectives. Measure the loyalty of Mexican consumers to the main restaurant, coffeehouse and frozen yogurt shop chains

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FOOD

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  1. Experience Benchmark Food Mexico 2012 Benchmark 2012 FOOD

  2. General Objectives • Measure the loyalty of Mexican consumers to the main restaurant, coffeehouse and frozen yogurt shop chains • Create a benchmarking tool that enable companies to compare their performance with that of their competitors and market leaders • Develop a reliable source of reference to support different business, educational, teaching and information activities in general

  3. Specific Objectives • Assess key indicators (overall satisfaction, intent to revisit and willingness to recommend) for the main brands of restaurants, coffeehouses and frozen yogurt shops in Mexico • Identify the market leaders for each category • Quantify the weight of: food and beverages, service and price in the decision-making process when choosing a restaurant, coffeehouse or frozen yogurt shop

  4. Approach Quantitative Methodology Fieldwork period Duration Technique Online surveys August 2012 10 to 15 minutes

  5. Total Sample surveys CIUDAD 1,204 Monterrey 25% Ciudad de México 50% GÉNERO EDAD 25 a 35 25% 36 a 45 25% Guadalajara 25% NSE Masculino 25% Femenino 25% 46 a 55 25% 56 a 65 25% A/B y C+ Sin cuotas definidas

  6. Sample Distribution City Monterrey 17% Mexico City 66% Gender Age 25 to 35 32% 36 to 45 31% Guadalajara 17% SEL Male 50% Female 50% A/B 57% C+ 31% C 12% C+ 35% C+ 45% A/B 20% 46 to 55 21% 56 to 65 17%

  7. Brands Evaluated brands 46

  8. The Brands

  9. The Brands by Category Categories

  10. Sample Size by Brand & Margin of Error 1028 635 305 162 70 Nutrisa Italianni’s Sushiitto Arrachera House Giornale ±3.1 ±3.9 ±5.6 ±7.7 ±11.7 906 554 299 156 62 Vips Toks Benedettis Pizza Sushi Roll Neve Gelato ±3.3 ±4.2 ±5.7 ±7.8 ±12.4 California Restaurantes Cielito Querido Café 882 520 299 150 57 Sanborns Pizza Hut Nuny’s Yogurt ±3.3 ±4.3 ±5.7 ±8.0 ±13.0 844 506 262 148 46 Burger King Krispy Kreme Wings Gino’s Day Light Salads ±3.4 ±4.4 ±6.1 ±8.1 ±14.4 California Pizza Kitchen 829 474 230 147 42 Starbucks Carl’s Jr. T.G.I Friday’s Caffe Diletto ±3.4 ±4.5 ±6.5 ±8.1 ±15.1 Los Bisquets Obregón Café Society Signature 713 458 215 134 38 McDonald’s Yogurtland Sixties Burgers ±3.7 ±4.6 ±6.7 ±8.5 ±15.9 Café Punta del Cielo 690 452 212 134 Domino’s Pizza 100% Natural Moyo ±3.7 ±4.6 ±2.3 ±8.5 683 443 190 120 Chili’s El Portón Garabatos Tutti Frutti ±3.7 ±4.7 ±7.1 ±8.9 The Italian Coffee Company 674 407 186 89 Subway Yogen Früz P.F. Chang’s ±3.7 ±4.9 ±7.2 ±10.4 Kentucky Fried Chicken Finca Santa Veracruz 671 371 169 71 Applebee’s Sbarro ±3.8 ±5.1 ±7.5 ±11.6

  11. Key Indicators

  12. Key Indicators NSS (Net Satisfaction Score), NRS (Net Revisit Score) and NPS (Net Promoter Score®) are based on the theory and research of Noriaki Kano, Philip Kotler, Edward Deming and Fred Reichheld, who determined that a consumer’s favorable or unfavorable behavior towards a brand is defined when he / she shows extreme positive or negative attitudes towards it. On a 0 to 10 scale, these extreme attitudes are represented by the ranges 0–6 (negative attitude towards a brand) and 9–10 (positive attitude towards a brand) A net index can be obtained by calculating the percentage of customers with positive attitudes (9–10) and subtracting from it the percentage of customers with negative attitudes (0–6). This net index ranges from -100 to 100. ® ® Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

  13. Key Indicators On a 0 to10 scale …… How willing are you to recommend…? How satisfied are you in general with…? How willing are you to revisit…? 10 Consumer’s positive behavior towards the brand Highly willing to recommend Highly satisfied Highly willing to revisit 9 8 Consumer’s indifferent behavior towards the brand Indifferent towards recommending Just satisfied Indifferent toward revisiting 7 ® 6 NPS NSS NRS Not willing to recommend Dissatisfied Not willing to revisit (% 9 – 10) – (% 0 – 6)= 5 4 Consumer’s negative behavior towards the brand 3 2 1 0 Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

  14. ® 52 53 46 46 58 38 48 Net Promoter Score 11 26 8 20 13 8 32 37 13 19 1 23 30 10 3 31 2 7 26 38 4 35 20 16 39 5 12 33 25 20 18 28 29 35 23 17 33 6 13 52 36 46 27 0 36 66 26 7 38 63 33 24 45 55 11 35 22 18 18 33 22 42 56 44 39 47 28 % 9 and 10 49 31 38 57 % 7 and 8 % 0 to 6 Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

  15. 52 51 48 50 59 42 53 Net Satisfaction Score 5 38 2 6 39 1 11 31 20 20 31 36 35 27 33 22 27 37 3 23 17 15 26 17 13 30 16 9 13 4 25 11 23 9 8 27 19 34 7 54 38 50 30 7 44 68 33 12 42 64 37 30 13 49 37 26 22 17 39 29 60 43 44 41 51 49 39 % 9 and 10 46 39 37 57 % 7 and 8 % 0 to 6

  16. 55 59 48 56 62 41 62 Net Revisit Score 1 7 8 17 11 11 21 33 8 27 39 38 25 11 15 25 27 35 8 4 36 21 4 3 20 17 27 34 2 31 11 16 21 21 17 30 37 4 32 55 40 56 32 28 51 63 70 48 29 47 44 41 55 21 46 41 27 35 46 39 62 44 49 46 56 55 46 % 9 and 10 48 31 37 64 % 7 and 8 % 0 to 6

  17. Key Indicators by Category

  18. 66 68 63 1 1 1 58 59 62 2 2 2 53 54 62 3 3 2 52 53 59 4 4 4 52 52 56 4 5 5 48 51 56 5 6 6 46 50 55 7 7 7 46 50 55 7 7 7 46 48 48 7 9 9 38 42 41 ® 10 10 10 10 NPS NSS NRS Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld. % 9 and 10 % 7 and 8 % 0 to 6

  19. 55 49 55 1 1 1 35 39 46 2 2 2 33 37 46 3 3 2 22 29 41 4 4 4 22 26 39 4 5 5 18 22 35 6 6 6 18 17 27 7 7 6 11 13 21 ® 8 8 8 NPS NSS NRS Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld. % 9 and 10 % 7 and 8 % 0 to 6

  20. 63 64 70 1 1 1 1 38 44 51 2 2 2 2 36 42 48 3 3 3 3 36 38 47 3 4 4 3 33 37 44 5 5 5 5 27 33 41 6 6 6 6 26 30 40 7 7 7 7 24 30 32 8 7 8 8 7 12 29 9 9 9 9 0 7 28 ® 10 10 10 10 NPS NSS NRS Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld. % 9 and 10 % 7 and 8 % 0 to 6

  21. 57 57 64 1 1 1 49 46 48 2 2 2 38 39 46 3 3 3 31 39 37 4 3 4 28 37 31 5 5 5 ® NPS NSS NRS Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld. % 9 and 10 % 7 and 8 % 0 to 6

  22. 56 60 62 1 1 1 47 51 56 2 2 2 45 49 55 3 3 3 44 44 49 4 4 4 42 43 46 5 5 5 39 41 44 6 6 6 ® NPS NSS NRS Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld. % 9 and 10 % 7 and 8 % 0 to 6

  23. Loyalty Index

  24. Loyalty Index • The Leventer Group Loyalty Index® summarizes consumers’ attitudes in three key areas: • Overall satisfaction with the brand • Willingness to revisit the brand • Willingness to recommend the brand • Leventer Group uses an innovative analysis to calculate de percentage of loyal customers and the percentage of customer at risk of defecting the brand.

  25. Leventer Group Loyalty Index® Highly satisfied Dissatisfied % % Highly willing to recommend Highly willing to revisit Not willing to recommend Not willing to revisit % % % % % % % Loyal % At risk Customers who meet the three criteria: Highly satisfied + highly willing to revisit + highly willing to recommend Customers who meet the three criteria: Dissatisfied + not willing to revisit + not willing to recommend The Leventer Group Loyalty Index® is the net result obtained by subtracting the percentage of customers at risk from the percentage of loyal customers. - = Loyalty Index % Loyal % At risk

  26. 40 37 47 16 59 24 48 31 35 29 37 41 16 26 33 58 46 30 23 44 40 51 31 22 22 28 11 33 39 50 51 36 45 7 32 31 42 24 Leventer Group Loyalty Index® 20 9 39 3 18 16 5 2 37 33 28 23 33 23 15 8 30 3 22 26 20 37 29 35 32 16 11 7 27 13 6 23 1 30 12 13 19 11 10 35

  27. 40 47 37 59 16 48 24 35 31 29 23 41 37 16 26 58 46 30 40 24 44 42 28 51 31 39 22 33 11 33 22 51 36 45 7 32 31 50 Leventer Group Loyalty Index® 8 6 6 6 4 4 6 3 6 6 6 4 3 5 3 1 7 7 6 6 7 37 40 40 37 40 32 24 37 33 23 32 34 23 29 34 25 34 33 34 53 55 51 54 41 48 42 44 44 49 47 43 48 53 47 47 41 42 65 62 6 8 10 10 5 10 7 12 6 8 10 16 11 8 10 14 13 2 11 29 20 30 7 3 35 33 33 20 5 18 39 30 15 13 16 28 26 37 9 23 16 23 23 8 2 22 13 32 27 19 6 1 12 3 37 11 10 35 % Loyal % At risk

  28. Additional Information

  29. Price 11% • Which of these three aspects is the most important to you when choosing a place from each category? Price 11% Price 24% Service 15% Most Important Aspects Service 18% Food and beverages 58% Food and beverages 74% Food and beverages 68% Service 21% Price 15% Price 17% Service 21% Service 10% Sugar Food and beverages 64% Food and beverages 73%

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