Minneapolis, Minnesota (PRWEB) May 18, 2017
FOR IMMEDIATE RELEASE
Editor’s Note: Infographic and Survey Results at Bottom of Release
Contact: Tracy Kurschner
Show Me the Deal: YA Survey Shows Consumers Flock to Quick-Service Restaurants When there are
Discounts and Offers Involved
--More than Three-Quarters of Respondents Would Go to a Restaurant if it Offered a Discount --
--Mobile Apps Top Choice for Learning About Deals –
-- Consumers who are Younger or More Affluent Most Likely to Take Advantage of Apps --
-- Largest Percentage of Respondents Take Advantage of App Deals at Least 10 Times/Year –
Minneapolis, May 18, 2017 – A recent study by YA, an industry market leader in delivering high-impact omni-channel marketing promotions for the nation’s most respected brands, shows that discount programs for quick service restaurants (QSRs) are highly effective in changing consumer behavior.
In the March 2017 survey of more than 1,000 U.S. adults, 76 percent said they’d try a QSR they’ve never been to if it offered a discount on their current order, and 69 percent said they’d be likely to try a QSR if they’d get a discount on a future order. In addition, nearly two-thirds (64 percent) said they’d visit a restaurant new to them if they received a “refer a friend” discount.
“In the highly competitive QSR field, restaurants that make discount offers part of their core marketing program are able to increase loyalty and word-of-mouth referrals,” said YA Vice President of Mobile Sales Mark Shelley. “Getting new customers in the door is the first step in creating long-term brand advocates.”
The survey also shows missed opportunity when it comes to mobile applications (Apps) that offer QSR deals. While just over one-quarter (28 percent) of respondents said they had at least one QSR App on their mobile device, nearly half (43 percent) said a QSR App would incent them to visit a restaurant more often. And of those who do have an App, the highest percentage of respondents (31 percent) say they take advantage of offers 10 times or more per year.
Interestingly, when analyzing the demographics of QSR App users, younger consumers and those who have higher household incomes are the heaviest users.
Thirty-Seven percent of respondents who had a household income of between $100,000 and $149,999 have at least one QSR app, and 42 percent of those who make $150,000 or more use a QSR App.
In terms of ages, respondents aged 25-34 have the highest QSR App usage at 37 percent, followed by those aged 18-24 at 30 percent. Only 8 percent of those 65 and older have a QSR App.
The top reason to use a QSR App, according to the study, is to get personalized rewards (29 percent), followed by getting today’s deal (25 percent). For those who are between the ages of 35 and 44, the top reason to use a QSR App is to order food for delivery.
“It’s very common for people in their late 30s and early 40s to have dual incomes and young kids at home, and delivered food is a convenience for which they’re willing to pay,” said Shelley. “As such, marketing promotions programs that segment audiences to cater to their life situations can be very successful.”
The survey also shows affinity for mobile applications, as QSR Apps are the top way respondents say they want to receive information, followed by instant rebates and newspaper coupons.
About the Survey
YA commissioned the survey of more than 1,000 U.S. adults in March 2017.
1. How likely would you be to try a QSR you’ve never been to if it offered a discount on your current order?
- Very likely 37 percent
- Somewhat likely 39 percent
- Neither likely or unlikely 14 percent
- Somewhat unlikely 6 percent
- Not at all likely 4 percent
2. How likely would you be to try a QSR you’ve never been to if it offered a discount on a future order?
- Very likely 28 percent
- Somewhat likely 41 percent
- Neither likely nor unlikely 21 percent
- Not likely 6 percent
- Not at all likely 5 percent
3. How likely would you be to try a QSR you’ve never been to if it offered discounts or free food if you referred a friend?
- Very likely 30 percent
- Somewhat likely 34 percent
- Neither likely nor unlikely 21 percent
- Not likely 8 percent
- Not at all likely 7 percent
4. To what extent would you agree with the following: “I would participate in a QSR program that allowed me to collect points for free items on future visits” (e.g. Visit us 5 times and your 6th meal is free)
- Agree strongly 40 percent
- Somewhat agree 38 percent
- Neither agree nor disagree 14 percent
- Disagree to some extent 5 percent
- Disagree to a great extent 3 percent
5. If you are participating in a loyalty program, how many trips would you be willing to make to a QSR before you received your reward (e.g. free sandwich)?
- Five times 63 percent
- 6-8 times 24 percent
- 9-10 times 10 percent
- More than 10 times 3 percent
6. What would most incent you to refer a friend to a QSR?
- 50% Discount food offer 33 percent
- Free food Item per referral 30 percent
- Gift card to restaurant 37 percent
7. Do you have a QSR App on your phone?
- Yes, I have one 21 percent
- I have more than one 7 percent
- No, I do not 72 percent
8. If you have a QSR App on your phone, what’s the top reason you have it?
- To learn about new items 11 percent
- To get today’s deals 25 percent
- To get personalized rewards 29 percent
- To pre-order my food for pickup 22 percent
- To pre-order my food for delivery 12 percent
9. If you received offers for deals through the QSR App, how often do you take action on the offer?
- Never 3 percent
- 1-2 times/year 10 percent
- 3-5 times/year 23 percent
- 6-10 times/year 30 percent
- More than 10 times/year 31 percent
- I have not received offers 2 percent
10. Does a QSR App cause you to visit that restaurant more often?
- Yes 43 percent
- No 57 percent
11. How do you prefer to receive updates and offers from a QSR?
- Newspaper coupons 15 percent
- Instant rebates/discounts via text 21 percent
- An App 23 percent
- Facebook 12 percent
- Online ads 9 percent
- “Deal sites” such as retailmenot.com & slickdeals.com 5 percent
- I don’t want updates 15 percent
12. How much more likely are you to choose one QSR over another if you have a discount or BOGO or offer?
- Very likely 32 percent
- Somewhat likely 45 percent
- Would make no difference 17 percent
- Somewhat less likely 3 percent
- Much less likely 3 percent
13. How likely would you be to visit a QSR that was offering a deal, such as a discount or BOGO, even if it was out of your way?
- Very likely 17 percent
- Somewhat likely 40 percent
- Would make no difference 22 percent
- Somewhat less likely 16 percent
- Much less likely 5 percent
For 45 years, YA has been a leader in promotional marketing services. We deliver high-impact, data-driven, digital, social and mobile promotions, such as rebates and rewards, enter to win, referral and loyalty programs, to the nation’s most respected brands. With deep expertise across multiple industries, our end-to-end management of 3,500+ promotions each year creates tens of millions of consumer interactions annually. We then analyze these interactions to understand the drivers of consumer behavior. This makes us experts at turning even first-time customers into loyal brand advocates who take action, buy more and spread the word.