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QSR Category. March 13, 2013. GMG: A Better Media Partner. QSR Media Strategy. Transactionally Dependent. Immediate Results. ROI Focused. QSR Media Strategy. Integrate Digital, Mobile, Social whenever possible. Media Tactics Newspaper Shared Mail Direct Mail Alternative Distribution

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qsr category

QSR Category

March 13, 2013

qsr media strategy
QSR Media Strategy

Transactionally Dependent

Immediate Results

ROI Focused

qsr media strategy1
QSR Media Strategy

Integrate Digital, Mobile, Social whenever possible

  • Media Tactics
    • Newspaper
    • Shared Mail
    • Direct Mail
    • Alternative Distribution
    • Broadcast
    • Out of Home
media planning strategies challenges
Media Planning Strategies & Challenges

Consumers & Content: (Choices)3

media planning strategies challenges1
Media Planning Strategies & Challenges

“When airplanes were invented, trains didn’t go away. When TV was invented, radio didn’t go away. Various media work together and reach consumers at different times.”

Charlie Brown

NCH Vice President of Marketing

media planning strategies challenges2
Media Planning Strategies & Challenges
  • Insight for you… and a thought to consider
    • Point of Sale holds the category back, but over time this will change
      • POS Tracking keeps media channel performance insight at surface level for most mature brands
    • As tracking improves, your ability to have “performance skin in the game” is going to be vital
      • Data commoditizes media pricing
      • “Don’t step over a dollar to protect a quarter of margin”
the newspaper role
The Newspaper Role
  • You deliver two different targets – bundle them more effectively
  • Your TMC program should be sold with every in-paper media tactic
  • The category’s core is not your sweet spot – this is good for offer-specific messaging programs
    • They don’t want to trade-down core audience transactions/you deliver strong secondary targets
  • Price it like you want it – it is a procurement driven world due to the recession and it is not going to change

Opportunities & Challenges (glass is half full)

the newspaper role1
The Newspaper Role
  • Two Targets: Offline and online selling process integration… getting better, keep focusing on it
    • Different agencies require different strategies
  • TMC Content: It is king, always look to improve it
    • Readership reverses commoditization and improves results (remember the “skin in the game” point)
  • Each brand has multiple targets – connect the dots deeper than “brand usage”
    • Core offering, health initiatives, kids programs, new product innovation
  • This might be one of the most important categories to have in your publication – remember the 3 R’s!
    • Readership = Response = Revenue

Opportunities & Challenges (glass is half full)

1 3 of all us adults are obese
1/3 of All US Adults Are Obese

Regulation – initiatives target QSR

First Lady focus; South LA ordinance; NYC/Bloomberg

what are qsrs doing
What Are QSRs Doing?

2012 QSR Total Spend > +3.5%

  • TV = 84% of the spending… while audience is eroding (sound familiar?)

SOURCE: Kantar Media

The category spend is driven by TV and the health initiative is fueling the growth

sub category conflict
Sub-Category Conflict

SOURCE: 2/13 Technomic, Inc. “Future of Casual Dining Trend Report”

  • Know your categories and where the battles exist before speaking with a client
    • The battle for share crosses over Casual Dining, Fast Casual and QSR with the trend being “trading down”
      • 85% of adults eat at Fast Casual 1X+ per month
        • 36% are making “lower calorie” selections
      • 82% of adults eat at Casual Dining 1X+ per month
    • Driven by culinary innovation and choices
economic challenges opportunities
Economic Challenges = Opportunities
  • “Regular” use of coupons = 4 of 5 adults (79.7%)
    • Pre-recession = 63.6%

SOURCE: NCH 2012 Coupon Fact Report

Frugal Consumers = Media Opportunities


The 50+ Phenomenon

Consumers 50+ are growing in annual visits and are showing the strongest growth in visits with an associated coupon, but how does this impact share of visits? QSR, traditionally dominated by 18-34… however, from 2007-12, QSR Share among consumers 50+ has grown from 24% to 31%, while consumers 18-34 have declined from 28% to 24%.

The Senior Phenomenon

only time will tell
Only Time Will Tell

“This recession will be compared to the Great Depression and the impact it had on two generations. Consumers have been taught to use technology and resources to make purchasing decisions. Everyone knows someone one-to-two degrees of separation who faced hardship.”

John Cayne

Coupon Media Connoisseur