Results Presentation

1. Results Presentation Created by GfK CR Brasil for PJ 091162 -“Tracking Fast Food” – Waves 1 and 2

2. Sample Profile The table below shows how chicken fast food penetration is low compared to hamburger fast food restaurants. % Have personally eaten or bought food in past 3 month Base: Total (450) S4. In the past 3 months have you personally eaten in or bought food from any of the following types of restaurants, take away or home delivery outlets? (MA)

3. Brand Awareness – Total sample McDonald’s is top of mind, as well as the most recalled brand in ads. The percentage of respondents who do not recall any ads related to fast-food restaurants is high. Half of the sample claims having heard of KFC. (%) The majority of respondents have seen McDonald’s ads. Or else they haven’t seen any other ads either. C1. When you think of these kinds of restaurant, take away, or delivery outlets, which is the first brand name that comes to mind? UNPROMPTED C2. What other brand names of restaurant, take away, or delivery outlets can you think of? Please list as many as you can. UNPROMPTED C3. Do you recall seeing or hearing advertisements recently for any brand of restaurant, take away, or delivery outlets? If so, which ones? UNPROMPTED C4. Have you heard of any of the following brands? [ONLY BRANDS NOT MENTIONED ALREADY IN EITHER C1, C2, OR C3]

4. If have ever eaten food in... KFC enjoys a 28% trial rate, predominantly among class A and B respondents who are 50+ years old and have no kids. Giraffas has a larger trial rate than KFC, which is especially intensified by respondents with kids. . (%) Signif. A Total SEC, gender BCDE BCE Age, Children BC B Base: Have mentioned in C1, C2, C3 ou C4 - Mc Donald’s 444, KFC 125, Giraffas 265, Bob’s 429, Habib’s 411 C6. From which of the following brands have you ever eaten food?

5. Have used in the last 3 months and number of times KFC and Giraffas enjoy the same usage percentage in the last 3 months. Yet customers who go to KFC are more frequent, and the number of times they have gone to KFC in the past 3 years is higher compared to their competitor, Giraffas. Signif. A (%) Have used 16 to 29 79% Females 73% BCDE BC BC No kids 17% SEC A 48% Number of times KFC (b) Giraffas (c) Bob’s (d) Habib’s (e) MC Donald’s (a) 16 to 29 14% 19 CD CD 31 40 C 48 C 42 C BE 30 to 49 50% AD No kids 39% A A Base C7: total (450). Base C8: Mc Donald’s 307, KFC 57, Giraffas 60, Bob’s 170, Habib’s 165 C7. Which of the following brands have you used in the last 3 months? C8. In the past 3 months, how many times have you eaten food from (BRAND)?

6. Have used:Once in life, last 3 months, last 4 weeks Once in life 59% Have used 28% 95% 91% 99% 22% 41% 69% 40% 46% Last 3 months 13% 13% 38% 37% 68% Have eaten 88% 76% 38% 61% 62% Last 4 weeks Have eaten 5% 10% 23% 23% 60% C6. From which of the following brands have you ever eaten food? C7. Which of the following brands have you used in the last 3 months? C9. Which of the following brands have you used in the last 4 weeks?

7. Total Sample We notice people correctly associate KFC to a brand that sells chicken. They have food that is easy to eat on the go They have a good range of beverages Giraffas The food is always delivered hot Offers me something different to other brands It is a brand for people like me Wide variety of menu choices The food is freshly prepared It is a place kids like to go to Bob’s They promote healthier lifestyles It is a good place to get a complete meal Fast and easy way to order online They always deliver on time They use the freshest ingredients The restaurants are clean They have food kids like They have high quality food They have healthier menu choices You can eat inexpensively there They provide good value for money Cares about the environment They have great tasting food Habib's It is a good place for a snack or drink between meals The have convenient locations The staff are friendly It is my favorite restaurant brand They are the delivery experts They have great choices for breakfast The restaurants are modern It is a brand I trust Mc Donald’s The service is fast The restaurants are welcoming It is a brand I would recommend KFC Always have something new and interesting They have the best tasting chicken Gives back to the community It is an innovative brand A1a. Below are some statements that people have used to describe quick service or fast food restaurants. For each statement please indicate whether you agree strongly, agree, neither agree nor disagree, disagree or disagree strongly. Thinking about (INSERT BRAND), how would you rate it on each of the statements below?

8. Association – Total Sample KFC is associated with Unique recipes, Bob’s with Traditional, McDonald’s with Authenticity and Giraffas to Adventure, Joy and Generosity. Comforting Unique recipes KFC Surprising Mc Donald's Forward looking Authentic Bob's Habib's Traditional Wholesome Passion for food Upbeat Giraffas Adventurous Generous A2a. Still thinking about [BRAND SELECTED IN A1a] which of the following words or phrases would you associate with [INSERT BRAND]? Please select as many or as few as you would like.

9. Have eaten last time you bought food from / If not in the restaurant, where was it? Consumption usually takes place in the restaurant itself, which underscores the importance of an attractive environment. (%) Signif. A All brands Other places (small bases) MC Donald’s (a) KFC* (b) Giraffas* (c) Bob’s* (d) Habib’s* (e) A Bases *Insufficient base for reading U17. Please think about the last time you bought food from [INSERT BRAND USED IN PAST 3 MONTHS AT C7], did you? U17a. For those answering 2, 3, 4, 5, above who did not eat the food at the restaurant, where was the food eaten?

10. Occasion - Last time bought food from McDonald’s is more associated with a snack between lunch and dinner, whereas consumption at KFC is concentrated on lunch. This can be an evidence of the leisure x work duality, which is magnified if we compare the consumption distribution along week days (next slide). Signif. A (%) All Brands MC Donald’s (a) KFC (b) Giraffas (c) Bob’s (d) Habib’s (e) SEC B 50% Female 61% E E B B ABCD C C ADE ADE 16 to 29 17% Bases U18. Again thinking about the last time you ate or bought food from [BRAND USED IN PAST 3 MONTHS AT C7], which of the following best describes the occasion?

11. Conclusions • In this context, KFC has a more fragile situation: • Has low spontaneous awareness • Loses to Giraffas among respondents who have already heard of the brand • Has the second lowest familiarity (only higher than Giraffas) • Has the lowest ad recall percentage  losing to Giraffas • Has the lowest trial rate (has ever consumed) among the researched brands • Does not attract younger publics – in general, KFC customers are adults who visit the restaurant by themselves during the week, and if they have company, they go along with other adults

12. Conclusions The brand shows considerable differences among higher classes (AB) and middle class (C), both in awareness as well as trial rate (has ever consumed)  both measures are considerably higher among classes AB – it is worth asking if this is the brand’s strategy (restaurant locations and their image) As a confirmation of what has been mentioned, only among classes AB is KFC’s image associated with “pleasant” restaurants It’s also a brand consumed majorly by customers without children  suggests the restaurant doesn’t attract children as much as Mc Donald’s – it’s important to point out that a good share of Mc Donald’s consumption has to do with children liking the food – if it’s consistent with the brand’s focus, KFC should reconsider its strategy in order to attract these consumers KFC’s image is focused on “the tastiest chicken”  this means consumers acknowledge the type of food served in the restaurant Also, the brand stands out for having “unique recipes” – this can be a residual image of former communication Yet by focusing its communication on the product, the brand has not been able to create an emotional bond with the customer. It’s a restaurant whose consumers generally don’t have children; they usually visit it alone and during the week. The consumption period is lunch time, and consumers’ main goal is to “satisfy hunger” Nevertheless, considering that respondents go to KFC by themselves, we notice that the medium payment (ticket) is the highest among all assessed brands.