MFour’s Data Unlocks Insights About QSR Super-Customers
MFour is an end-to-end customer research platform with a wealth of survey, location, and behavioral data about consumers. With a variety of information that fits perfectly with Insight Lime’s Persona Clustering the two companies came together to explore a segment that we both hold dear: QSRs.
The question was - what are the major behaviorally driven personas in QSR app users and 3rd party delivery users? Are the two different from each other?
Using Insight Lime’s persona clustering methodologies, we dug into the data that MFour has available and identified insights that make a big difference for QSR brands. Here are some of the personas we identified during the analysis:
Loyalists: Heavy duty QSR app and physical location users that eat fast casual daily or more (10x average visits per week)
Indulgers: Daily purchasers that love the convenience of 3rd party apps, especially DoorDash and UberEats.
Weekday “On the Go” Shoppers: These customers visit a QSR app or location an average of 5 times per week - so not daily, but likely enough to serve their needs on the go
Convenience Shoppers: These customers had an average of 2 weekly visits on third party apps and the data showed that they preferred Grubhub over DoorDash and UberEats. These customers are likely looking for convenience when they don’t want to cook.
The Analysis & Methodology
A Cluster Analysis takes behavioral metrics such as visit frequency and app usage and runs metrics through a model to group similar users into statistically significant categories. The groups are analyzed for added context and a persona is born. These personas can help create better-informed marketing and customer service by using personas of your actual customers.
A Few Key Insights from the MFour Data:
QSR customers in MFour’s data sets are more loyal than we thought - fast casual customers visited only 1.5 different restaurants on average and third-party app users were even more loyal at 1.1 third-party apps per person.
Do users prefer direct QSR apps or third-party apps? The data showed that users visited digital QSR apps more frequently than third party-apps.
MFour customers are super-users of fast casual. With the most infrequent segment visiting 2x per week, this is still a high frequency segment. Insight Lime has identified these as “power users” for other QSR brands, where there are many other customers who visit only every few months.
QSR power users prefer the brand apps. While 3P delivery is a big part of QSR business, some of your most loyal customers may be heavy brand app adopters
How Could You Use This Data to Drive Loyalty & Frequency for Your Brand?
Improve marketing -> Target groups of customers based on behavioral characteristics to drive more sales, and activate at-risk customers faster. Make the messaging more tailored to their specific needs and pain points
On-point customer service -> Identify VIP customers and give them a better experience
Suppress & modify offers -> Know which groups will purchase anyways and suppress offers to drive up average check, and create offers that appeal more to your specific audiences
If you’re interested in running your own personal analysis, you can contact us for a free consultation here. We can even use MFour’s data to supplement your dataset!
