Why Quick Services Restaurants Need To Use Mobile Location Data

Why Quick Services Restaurants Need To Use Mobile Location Data
SHARE
THIS



There’s a plethora of quick service restaurants around, but they’re failing to leverage location-based data. In this guest post, Cam Curtis, general manager of Australia and New Zealand arm of location intelligence platform Near (pictured below), argues why the fast food chains need to up their game.

In Australia, the Quick Service Restaurant (QSR) industry will see an annual revenue growth rate of 2.4 percent in the next five years. This market, which is led by McDonald’s and Subway has an annual revenue of more than $15 billion currently and employs more than 150,000 people. The reason for this growth and massive amount of revenue is simple: in today’s fast-paced world, consumers are seeking more ways to save time. Eating at a QSR is also cheaper than eating at more formal restaurants and is child-friendly, which is great for those with families.

Cameron Curtis

As more people eat at QSRs, these restaurants will want to step up their marketing and business strategies. One area that many should seriously consider pursuing is mobile location intelligence.  Location Intelligence gathers data, such as a customer’s geographic location and demographics and analyses it to provide an actionable insight into the customer’s actions. This is especially important for Australian businesses because the country is one of the leaders in mobile phone usage.

What Location Intelligence can tell Businesses about Consumers

The intelligence gained from location data can provide QSRs with a large amount of information about their consumers.  This includes insights like which places they tend to visit, what do they do in the digital world, what type of consumers they are (affluent, homemaker, etc.), where they’ve been, what they’ve been doing, and much more. This information can be used to determine the types of strategies that could influence the consumer, the peak times for store visitation for different brands, and why customers act the way they do.

With this information, it’s possible to see more than just what the consumer did when they entered the restaurant. Brands have access to the consumer’s entire journey. What did they do before eating at a QSR? Have they eaten there before? What type of consumer are they, and is that particular type of consumer typical?

QSRs can evaluate their business strategies to determine if they are reaching the desired audience and learn which locations are more likely to bring in what type of consumer.

In the case of McDonald’s and Subway, the two restaurants could gain very actionable insights from using location intelligence. For example, when it came to their locations in Perth, McDonald’s might be surprised to learn that more consumers preferred Subway. Their store on Hay Street received 21 per cent of traffic out of the total users analysed in Perth during the Near study in December 2015. With the Subway on Forrest Place taking 79 per cent of the consumers, McDonald’s would be faced with a decision: let Subway continue to dominate this particular market or open a new location in Perth that may be more convenient to consumers.  Another option would be to try changing its business tactics or consider tailoring its offerings more towards the needs of consumers in the city.

Near’s study looked at mobile location data from five different locations across Australia to see what insight could be drawn about consumers who ate at McDonald’s and Subway. The locations included one of each restaurant in Perth, Adelaide, Melbourne, Sydney, and Brisbane. This study was done to understand how consumers’ footfall behavior can vary within cities and also to glean insight into their tastes and preference.

From the study, one such piece of information that both restaurants could easily take advantage of was ‘when’ do consumers walk in these restaurants. Consumers who ate at McDonald’s did so in the early evening hours, while those who ate at Subway did so later in the evening.  This information could be used by both restaurants to fuel strategies aimed at drawing consumers away from the competitor. For example, McDonald’s could introduce later hours or a special late night menu, while Subway could promote a late afternoon/early evening special.

Knowing the who’s & their whereabouts that impacts business decisions

Another piece of information both McDonald’s and Subway would be interested in learning is who their audience is. The majority of those who eat at QSRs, according to the Near study, are from the professional and affluent categories.  In fact, there were more professionals eating at McDonald’s and Subway than any other category, although affluent consumers were a close second in most cities (and actually made up a higher percentage of diners at McDonald’s in Perth). This tells QSRs (not just McDonald’s and Subway) that professionals tend to eat more fast food and that they should aim their strategies towards this group.

The bottom line

The insights that can be derived from using mobile location data can be used by brands in a number of ways.  From deriving consumer habits to looking at who is eating where and when, QSRs will be able to better measure how successful their marketing and business strategies are and will be able to better focus them on specific consumer groups. In the long run, this will allow businesses to improve sales and dominate the market.

Latest News

“There Are Significant Gender Imbalances Across The Digital Industry”: Adrenalin’s Bernie Johnson
  • Advertising
  • Marketing
  • Media

“There Are Significant Gender Imbalances Across The Digital Industry”: Adrenalin’s Bernie Johnson

Start getting excited, because Changing the Ratio is mere days away! This event will provide attendees with game-changing ideas and the tools they need to drive diversity and inclusion in their own organisations right now. An organisation leading the way in having a diverse and gender-inclusive workforce is Adrenalin. Director Bernie Johnson said that this year, […]

by B&T Magazine

B&T Magazine
Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

Inspirational women are all around us, leading the way for others. So to celebrate the launch of our annual Women in Media Awards, we’ve started a women in media profile series to recognise some of these women! Last week, we profiled Susannah George from the Urban List – and now it’s someone else’s time to shine. […]

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

PHD has scored HSBC’s $528m global media account after a competitive pitch process. The account has been held by Mindshare for 13 years. PHD won the account having beaten Mindshare and Dentsu Aegis Network in a three-way pitch. HSBC group head of marketing Leanne Cutts said, “As part of our commitment to the ongoing development […]

Gary McCreadie Confirmed As 303 MullenLowe’s New ECD
  • Advertising

Gary McCreadie Confirmed As 303 MullenLowe’s New ECD

Interpublic’s 303 MullenLowe has confirmed it has appointed Gary McCreadie as its new executive creative director. McCreadie boasts a formidable creative pedigree having started his career at BBH London before moving to Sydney in 2009 to join TBWA and Host. Two years later, he was invited back to BBH London as co-global creative director on […]

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Cheddar Cheese Brand Unveils Fantastically Trippy “Dream” Campaign
  • Campaigns

Cheddar Cheese Brand Unveils Fantastically Trippy “Dream” Campaign

Do you go to bed and dream of cheese; cheddar, in particular? Well, a nutty new campaign from British cheese maker Pilgrim’s Choice says you’re possibly not alone. The wonderful spot is the work of London agency Above+Beyond and follows a psychedelic dream sequence of a woman dreaming of cheese. Apparently the ad is based on research that […]

by B&T Magazine

B&T Magazine
Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
Tuesday TV Wrap: MasterChef Delivers, As Denton’s Interview Struggles
  • Media

Tuesday TV Wrap: MasterChef Delivers, As Denton’s Interview Struggles

Ten’s MasterChef was the most watched non-news show last night, pulling 877,000 on a relatively quiet night of TV. Probably the biggest news of the night was Andrew Denton’s struggling Interview over at Seven that managed 467,000 and is now down 22 per cent from its launch episode. Seven’s other big gun, House Rules, had another off night, […]

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

JWT Retains Creative For NSW Rural Fire Service
  • Advertising

JWT Retains Creative For NSW Rural Fire Service

The NSW Rural Fire Service has re-appointed WPP’s J. Walter Thompson Sydney as its creative agency for the next three years. The win for incumbent JWT continues its successful partnership with the NSW RFS, with previous campaigns over the last six years winning 5 Effies, a Gold APG award and multiple creative awards. Paul Everson (main photo), managing director […]

by B&T Magazine

B&T Magazine
Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]