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Byron Report September 2017

Byron Report September 2017. Before you get started with your BrandVue report we have two messages for you…. 1. The BrandVue reporting schedule. BrandVue Eating Out provides a continuous feed of consumer insight.

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Byron Report September 2017

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  1. Byron ReportSeptember 2017

  2. Before you get started with your BrandVue report we have two messages for you…

  3. 1. The BrandVue reporting schedule BrandVue Eating Out provides a continuous feed of consumer insight. However, to ensure the insight is regular, digestible and based on robust groups of diners, we share insights in three ways: 12 X Monthly Summaries January February March April May June July August September October November December 4 X Quarterly Deep dives* 2 X Bi-annual presentations** * Our standard reporting quarters are Q1 (Jan-March), Q2 (Apr-June), Q3 (Jul-Sep), Q4 (Oct-Dec). These can be adapted upon request. ** Bi-annual presentations can be booked around your organization needs. Additional presentations are also available in addition to your BrandVue subscription.

  4. What does the report include? Our monthly and quarterly reports contain a variety of measures that enable you to track your business’s performance: Monthly Summary reports: The monthly report focusses on the month-on-month trends at an overall level across: Executive Summary Brand Visibility Brand Health Demand & Usage Customer Experience Note: We are able to allow one data cut or filter per month. Quarterly Deep Dive reports: The quarterly reports give a more strategic view. Additional insights include: Brand performance across demographic profiles Choosing where to eat Views such as Brand Status map, Purchase Funnels and Word clouds. Note: For brands included in the Big Restaurant Survey we will provide a ranking chart spanning the BRS and BrandVue. Two Bi-annual presentations: The Bi-annual presentations include: An executive summary A one hour presentation. In the presentation you can ask for the team to focus on specific areas or a comprehensive brand overview of your company’s performance across brand perceptions and customer experience.

  5. Reporting schedule Below are detail about when the reports will be shared.

  6. 2. Opportunities for additional analysis Very often, you might have specific reporting requirements or there are insights you would like the BrandVue team to explore further. Additional data cuts/new profiles Top-line summaries of areas of interest Executive summary & presentation Data exploration and deep dives This would be an executive summary and 1-2 hour presentation that is in addition to your two annual presentations that are included in the BrandVue subscription This could include filtering report by specific demographic / diner profiles or creating bespoke charts for your team. These would typically be data-only requests. This could include deep dive analysis around consumer groups, day parts or competitors. These presentations would be supported with executive summaries and commentary with a telephone / in-person debrief. These could include: Developing a bespoke segmentation of diners Day part / occasion deep dives Drivers analysis of customer satisfaction These projects would be supported by formal kick off calls, a bespoke report, and an in person debrief £500 £1,500-3,000 £1,500 £8,000-£15,000 Note, in all cases we will discuss the brief and your requirements. We will quote costs based on our full day rate of £1,000.

  7. Now, back to the insights…

  8. An Overview of BrandVue Eating Out Sample: Methodology Fieldwork: Nationally representative, demographic controls Respondents to be aware of at least 5 eating out brands c.250 respondents per day (8,000/month) Online survey 18-22 minutes Continuous interviews starting in May 2017

  9. Brand measures covered A wide range of marketing performance, brand health and customer experience measures Market Spend Customer Experience Metrics Brand Health Metrics Decision making journey Customer Experience details & ratings Customer Satisfaction / Advocacy Visit type Site type Spend Awareness Familiarity Brand Affinity Brand Image Customer Acquisition Metrics Media Metrics Lost demand analysis Unaided Awareness Positive / Negative Brand Buzz Advertising Awareness Usage patterns Annual frequency Lapsed customers Market Share Value of lost demand Brands lost out to Purchase barriers

  10. Contents 2. Brand Attention 1. Executive Summary 3. Brand Health 4. Demand & Usage 5. Customer Experience

  11. Brand Sample - Byron

  12. Executive Summary

  13. Brand Scorecard - Byron Performance across key indicators of brand performance

  14. Brand Scorecard - Byron Performance across key indicators of brand performance

  15. Brand Attention

  16. Spontaneous awareness - Restaurants. % naming Byron as a restaurant unprompted - Byron and competitors Spontaneous awareness: Thinking about restaurants, which names come to mind? (Byron N=1,390)

  17. Spontaneous awareness - Restaurants: By Month % naming Byron as a restaurant unprompted - Byron and competitors Spontaneous awareness: Thinking about restaurants, which names come to mind? (Byron N=7,227, overall)

  18. Positive buzz. % having heard something positive about the brand in last month - Byron and competitors Positive buzz: Which of the following have your heard something POSITIVE about in the last month? (Byron N=524)

  19. Negative buzz. % having heard something negative about the brand in last month - Byron and competitors Positive buzz: Which of the following have your heard something POSITIVE about in the last month? (Byron N=524)

  20. Net buzz. % of those who have heard any buzz about the brand in last month - Byron and competitors Net Buzz: Which of the following have your heard something NEGATIVE / POSITIVE about in the last month? (Byron N=524)

  21. Net buzz: By Month % of those who have heard any buzz about the brand in last month - Byron and competitors Net Buzz: Which of the following have your heard something NEGATIVE / POSITIVE about in the last month? (Byron N=2,992)

  22. Advertising awareness. % who have seen any advertising for the brand in the last month - Byron and competitors Have you seen ADVERTISING for any of the following brands in the last month? (Byron N=524)

  23. Advertising awareness: By Month % who have seen any advertising for the brand in the last month - Byron and competitors Have you seen ADVERTISING for any of the following brands in the last month? (Byron N=2,992)

  24. Brand Health

  25. Awareness benchmarks % who are aware when prompted for each brand - Byron and competitors Awareness: When, if ever, have you visited / ordered food from the following...? (Those NOT selecting "I do NOT know this brand") (Byron N=1,565)

  26. Consideration. % who would consider visiting/ordering from each brand - Byron and competitors Consideration: Please select all of the brands you would ever consider going to eat / order food from? (Byron N=1,565)

  27. Consideration: By Month % who would consider visiting/ordering from each brand - Byron and competitors Consideration: Please select all of the brands you would ever consider going to eat / order food from? (Byron N=9,923)

  28. Familiarity benchmarks % who are aware and have an opinion of the brand - Byron and competitors Familiar: What is your overall opinion of the following brands? (Those NOT selecting "I don't have an opinion of this brand") (Byron N=237)

  29. Affinity. % who say the brand is one they love/like a lot - Byron and competitors Affinity: How would you describe your opinion of the following brands? (Byron N=232)

  30. Brand Advantage benchmarks % who say the brand is the best/better than others - Byron and competitors Advantage: What is your overall opinion of the following brands? (Byron = 153)

  31. Brand Preference Conversion: Profile Awareness, Consideration, and Preference - Byron profile Aware:Consumer segment: When, if ever, have you visited / ordered food from the following...?/ Consideration: Please select all of the brands you would ever consider going to eat / order food from? Preference: And of the brands you would consider visiting / ordering from, which would describe as your favourites? (Byron N=1,565)

  32. Visitation Profile Familiarity and Visit - Byron profile Familiar: What is your overall opinion of the following brands? (Those NOT selecting "I don't have an opinion of this brand") When, if ever, have you visited / ordered food from the following…? (Byron N=1,565)

  33. Image - Byron relative to the market Byron vs. key competitors - 3-month moving averages

  34. Demand and Usage

  35. Annual penetration. % who have visited/ordered from each brand in the last year -Byron and competitors Penetration: When, if ever, have you visited / ordered food from the following...? (Byron N=1,565)

  36. Annual penetration: By Month % who have visited/ordered from each brand in the last year -Byron and competitors Penetration: When, if ever, have you visited / ordered food from the following...? (Byron N=9,923)

  37. Consumer segmentation. % who are aware, current buyers, and lapsed buyers for each brand - Byron and competitors - September 2017 Consumer segment: When, if ever, have you visited / ordered food from the following...? (Byron N=1,565)

  38. Consumer segmentation: Profile % who are aware, current buyers, and lapsed buyers for Byron - September 2017 Consumer segment: When, if ever, have you visited / ordered food from the following...? (Byron N=1,565)

  39. Annual frequency of food purchases benchmarks Average times visited/ordered from each brand in the last year - Byron and competitors How many times have you VISITED / ORDERED FOOD from the following brands in the last 12 months? (Byron N=189)

  40. Customer Experience

  41. Satisfaction Satisfaction index based on level of satisfied with their last experience - Byron and competitors Thinking about some of the places you have VISITED / ORDERED FOOD FROM in the last month, how would you rate your level of SATISFACTION with your last experience? (Byron N=189)

  42. Net Promoter Score benchmarks NPS score (Promoters - Detractors) 3-month moving average - Byron and competitors Considering the places you have visited / ordered from, on a scale of 0-10 how likely would you be to recommend them to friends / family? (3-month moving averages) (Byron N=620)

  43. Experience Scorecard - Byron Performance across key indicators of brand performance

  44. Morar HPIWoolyard54 Bermondsey StreetLondon SE1 3 UD Lexi Keeganlexi.keegan@morarhpi.com

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