Our analyses lead to actionable recommendations
Food Tracker is not primarily about collecting a lot of data. Our mission is to help our clients grow by extracting insights and action points. The reports lead to conclusions and recommendations that are supported by the data and that help you improve your business. Our combined expertise in the fast food and full-service restaurant industry, and in market research consulting enables us to fulfill this promise to our clients.
To illustrate this we provide a few examples of conclusions and recommendations from our June 2017 report. They are for Bar B Q Plaza, Fuji, Hot Pot and Oishi, in random order. Can you guess which set of recommendations is for which brand?
This brand needs to improve its in-market execution, because it is not converting its brand equity into user base as well as other brands. The customer satisfaction questions show that store layout and price perception can be improved.
Media spending needs to be increased or made more effective, as brand familiarity is relatively low.
The data also suggests that being vibrant and fun is the key driver behind the brand's popularity and needs to be maintained.
This brand is strong on familiarity, but lacks an emotional connection with consumers. This is indicated by a considerable higher score on Fame than on Love. The brand is trusted and is highly associated with "good reputation" and "up-market".
However, the brand association scores also reveal that the brand lacks an element of fun, which the data shows to be a strong driver of choice for Thai consumers.
The brand has to be mindful of its price level. Despite high customer satisfaction, the brand scores low on value for money.
This brand does a very good job converting its equity into building a user base, compared to other brands. The user experience is also at a relatively high level.
The way to grow is by further increasing brand equity, in particular by growing its familiarity, which is identified in the data as a weakness.
The brand can be more attractive and distinctive. It does not have a clear image profile for consumers. A strong advertising campaign can help to fix the familiarity issue and the lack of distinctiveness.
The image measurement shows that this brand is effectively positioned as fun, which the data identifies as an important driver for Thai consumers.
However, the user experience is not good and should be improved. This comes forward clearly from various metrics.
Its reputation is weak and the brand lacks an emotional connection with consumers, which is revealed by a low association score on "good reputation" and a low score on Love.
If these issues do not improve, the brand will rely largely on its low price to attract consumers, which is not a strong recipe for long term success.
The Food Tracker analysis framework
Pull = Attraction
Pull is the level of attraction of the brand in the mind of the consumer.
Pull is influenced by marketing communication, word of mouth and consumer’s own experiences with the brand.
We quantify a brand's Pull by measuring its score on Fame, Love and Trust
Push = Access
Push is the level of access that consumers have to the brand in the marketplace.
Are stores conveniently located? Is the price affordable? Are there enough and attractive promotions?
Push is quantified by how well a brand converts brand equity into brand usage.
The Pull factor of a brand is measured by its brand equity. It stands for the value of a brand in the mind of the consumer.
Behavioral science says that people buy brands they are familiar with, love and trust. This is not so much a rational consideration, but more a consequence of evolution.
We are programmed to prefer choice options that we know and trust (less perceived risk), and that we love (our behavior is strongly driven by emotions).
Brand equity measures the overall strength in the mind of the consumer. We also measure in more detail what associations people have with your brand. What comes to mind when they think of your brand and are those the things that you want them to think of?
We measure what your brand stands for and if that are the same associations that lead people to use brands.
We show respondents some images of your TV commercial and ask them if the recognize the ad. With multiple screens available , people have a lot of distraction while watching TV. We can tell you how many people actually register your ad.
If they recognize the ad, we also ask them to tell us what brand it is for, which attributes apply to the ad and what is the dominant emotion they feel about it.
We measure customer satisfaction among consumers who have visited your business in the past 7 days.
Apart from the widely used Net Promoter Score, we ask them to rate the experience on various aspects and we ask them for suggestions how you can improve.