Volume-based analysis of the Quick Service Restaurant (QSR) category has revealed that the top 20% of buyers in the category account for almost 63% of all spending over the last 12 months.
Recently released by Fonto's Data & Analytics team, Volume Based Segmentation analysis evaluates consumer spending with brands in the category over time and then breaks them into heavy, medium and light buyer segments. Heavy buyers account for 20% of all customers in the category, medium buyers 50% whilst the remainder are classified as light buyers.
The analysis evaluates both category level spending, as well as spending with brands, which helps to diagnose how well brands are attracting and retaining the right volume based mix of customers.
The data also shows that over the last 12 months, heavy buyers in QSR purchased 2.8 times more frequently than anyone else in the category, and spent a total of 2.6x more than medium buyers, indicating the importance of attracting these highly valuable customers to restaurants. When combined with customer experience data collected by Fonto, this is accentuated by the fact that on average, 3 out of 4 QSR customers state that they never considered any other restaurant brand than the one they purchased from.
To review heavy, medium and light buyers for yours or your competitors’ restaurant brands, reach out to the Fonto team.
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