Second helpings Building consumer loyalty in the fast service and casual dining restaurant sector. Consumer survey findings

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1 Second helpings Building consumer loyalty in the fast service and casual dining restaurant sector Consumer survey findings 2014

2 Methodology Web-based survey Web-based survey of fast service and casual dining restaurant customers Each of the respondents visited a fast service* restaurant at least 4 times or a casual dining restaurant at least 2 times within the 30 days prior to taking the survey. Customer web-based survey conducted from November 28 December 09, ,093 survey respondents of fast service and casual dining restaurant customers The purpose of this deck is to depict in graphical form select top-level results from our survey that are relevant to our analysis of loyalty in the fast service and casual dining restaurant sector. For a more elaborate and nuanced discussion of the state of loyalty in the fast service and casual dining restaurant sector, please see the accompanying POV Second helpings: Building consumer loyalty in the fast service and casual dining sector. 2 *Fast service restaurants are either quick service (QSR) or fast casual restaurants. The analysis in this deck treats these two segments separately.

3 Restaurants: Customer profile 47.8% 52.2% 2.4% 9.6% 7.4% 27.0% 9.5% 49.1% Generation 1 Marital 36.8% Status 31.5% 26.5% Men Women Millennials Baby Boomers Gen X Seniors Married Single Divorced Living together as a couple Other 14.4% 3.7% 4.7% % 0.9% 5.7% 8.7% 13.9% Ethnicity 15.6% 23.0% 18.6% 70.9% N = 4,093 < $25K $25K - $49.9K $50K - $74.9K $75K - $99.9K $100K - $149.9K $150K - $199.9K >$200K Native American, Inuit or Aleut Asian American/Pacific Islander African American/Black/Caribbean American Caucasian/White Other 3 1 Millennials: Gen X: ; Baby Boomers: ; Seniors: Household Annual Income

4 Household composition Household composition % % Number of adults % 4.9% 5 or more 1.5% % Number of children % 9.9% 13.5% 4 0.9% 5 or more 0.2% N = 4,093 4

5 Q1: Which of the following represents your reason for dining at a restaurant? Purpose of restaurant visit 100% personal purpose 73.5% 75% personal - 25% business 17.2% 50% business - 50% personal 5.9% 75% business - 25% personal 2.8% 100% business purpose 0.7% 5 N = 4,093

6 Q2: Which meal do you eat most often at the following restaurant formats? Meal type Quick Service 9.8% 49.9% 4.1% 24.3% 3.7% 8.2% 3.5% Fast Casual 9.9% 52.7% 3.5% 21.4% 8.9% 1.0% Casual Dining 3.3% 17.1% 1.0% 74.1% 3.6% 2.3% Total 6.5% 33.7% 2.4% 49.1% 6.0% Breakfast Lunch Snack/Beverage Dinner Late-night meal No specific meal 6 No of responses: Total = 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining = 2,069. Note: Responses are grouped by and refer to respondents self-identified most frequented format

7 Q3: How frequently do you visit the following restaurant formats? Frequency of visits 1.1% Quick Service 16.3% 28.2% 24.6% 15.9% 6.5% 5.4% 2.0% Fast Casual 2.8% 15.5% 29.4% 22.3% 16.8% 5.2% 6.3% 1.7% 2.1% Casual Dining 4.2% 27.4% 34.0% 20.9% 8.3% 2.9% 0.2% 3.7% Total 2.9% 21.8% 31.3% 22.4% 12.1% 4.7% 1.1% Less often than once a month 1-2 times a month 1 time a week 2 times a week 3 times a week 4 times a week More than 4 times a week Every day/ Multiple times a day 7 No of responses: Total: 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining= 2,069. Note: Responses are grouped by and refer to respondents self-identified most frequented format

8 Q4: On an average (per person), how much do you spend per visit at the following restaurant formats Average $ spend per person/trip 1.3% Quick Service 26.8% 54.3% 10.5% 6.6% 0.5% 0.6% Fast Casual 19.2% 61.5% 12.3% 6.1% 0.4% 0.0% Casual Dining 8.7% 33.0% 33.1% 14.9% 10.3% Total 12.2% 32.2% 22.1% 19.9% 8.1% 5.4% $1 to $5 $6 to $10 $11 to $15 $16 to $25 $26 to $35 >$35 8 No of responses: Total: 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining = 2,069. Note: Responses are grouped by and refer to respondents self-identified most frequented format

9 Q5: On which day(s) of the week do you most frequently visit the following restaurant formats Preferred day Quick Service 20.9% 37.2% 9.6% 32.3% Fast Casual 26.4% 36.5% 8.0% 29.1% Casual Dining 6.5% 29.0% 34.1% 30.4% Total 14.3% 33.0% 21.8% 30.9% Weekday Business Weekday Personal Weekend No specific day 9 No of responses: Total: 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining= 2,069. Note: Responses are grouped by and refer to respondents self-identified most frequented format

10 Q6: When choosing a restaurant for the first time, how often do you consider the following factors? Factors Never Rarely Sometimes Often Always Restaurant websites 27% 30% 30% 10% 2% Availability of free Wi-Fi 47% 27% 18% 6% 2% Third party restaurant search/review websites 33% 27% 27% 11% 2% Restaurant presence on social media sites 52% 26% 16% 5% 1% Family and friends referral 8% 12% 44% 32% 5% Influence of children's opinion 57% 16% 17% 8% 2% Kid friendliness 50% 19% 16% 11% 4% Mobile apps 60% 22% 13% 4% 1% Value for money 2% 4% 25% 48% 21% Print advertisements 22% 29% 37% 10% 2% TV advertisements 25% 32% 35% 7% 1% Coupons (i.e. mailed/ ed coupons, deal-of-the-day coupons) 10% 19% 38% 26% 7% Menu variety 3% 6% 32% 48% 12% Promotions (happy hours, special promotions, etc...) 12% 17% 41% 25% 5% Spur of the moment decision/drive-by 8% 23% 49% 17% 2% Location 2% 4% 26% 53% 15% Reputation 3% 5% 29% 49% 14% In restaurant technology (e.g., electronic ordering devices) 56% 27% 12% 4% 1% Payment options 33% 26% 23% 14% 4% Group consensus 18% 18% 38% 22% 3% Availability of take-out 19% 25% 35% 17% 4% Availability of drive-thru 27% 26% 32% 12% 3% Other 16% 3% 14% 38% 30% 10 N = 4,093

11 Q7: Why do you visit a third-party restaurant website? Purpose of third-party restaurant website use Other Look up nutrition information Check for benefits of a loyalty program Post a review regarding dining experience Order food online 1.4% 12.3% 12.9% 12.9% 15.6% Make a reservation Search for restaurant phone numbers Search for nearby restaurants Search for deals Check for directions Look for restaurants by cuisine (e.g. Mexican, Bakery, Breakfast, Burgers) 22.8% 28.6% 34.4% 36.4% 37.6% 42.4% Check for hours of operation Search for restaurant reviews 55.7% 56.0% 11 N = 1,614 View restaurant menu and prices 69.8%

12 Q8: Have you downloaded a restaurant app (restaurant owned or third party) to your smartphone or tablet? Restaurant app download I do not own a smartphone or tablet 15.0% No 66.1% Yes 18.9% 12 N = 4,093

13 Q9: Why do you use a restaurant mobile app? Purpose of restaurant mobile app use View restaurant menu and prices 55.0% Check for hours of operation Search for nearby restaurants 46.1% 45.4% Look for deals Look for restaurants by type cuisine (e.g. Mexican, Bakery, Breakfast, Burgers) Search for restaurant reviews 38.2% 37.8% 37.4% Order food online Check for directions Search for restaurant phone numbers Make a restaurant reservation Check point balance/benefits of a loyalty program 30.0% 28.1% 27.2% 23.8% 21.0% Post a review regarding your dining experience Look up nutrition information 13.1% 11.0% 13 Other 3.4% N = 773 Multiple select question, hence percentages don t add up to 100%

14 Q10: Which of the following represent your restaurant selection behavior within the below restaurant formats? Restaurant patronize behavior Quick Service 11.0% 31.2% 42.2% 15.6% Fast Casual 8.4% 35.6% 40.0% 16.0% Casual Dining 3.5% 20.6% 37.5% 38.4% Total 6.8% 26.4% 39.6% 27.2% I visit the same restaurant brand, every time I visit the same restaurant brand about 50% of the time I visit the same restaurant brand 75% of the time I keep trying different restaurant brands. 14 No of responses: Total = 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining = 2,069. Note: Responses are grouped by and refer to respondents self-identified most frequented format

15 Q11: When dining out, which restaurant format do you visit more frequently? Restaurant format choice 36.3% Fast/Limited service restaurants 50.5% Full service/casual dining restaurants 13.1% Casual Dining Fast Casual Quick Service 15 No of responses: Total = 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining= 2,069.

16 Q12: Please rate the importance of the following attributes when considering what you value in a restaurant experience 16 Attribute 1-Not 5-Very Important Important N/A Food taste 0% 1% 4% 19% 75% 1% Food safety 2% 3% 10% 21% 62% 1% Menu variety 1% 2% 14% 42% 40% 1% Food quantity 2% 4% 19% 33% 41% 1% Price 1% 2% 13% 36% 48% 1% Friendliness of staff 1% 3% 16% 36% 43% 1% Responsiveness of staff 1% 2% 14% 37% 45% 1% Reputation 2% 2% 17% 41% 37% 1% Availability of alcoholic beverages 41% 13% 17% 15% 9% 5% Location 1% 2% 14% 40% 42% 1% Service speed 2% 2% 19% 45% 32% 0% Nutritious food 5% 8% 26% 35% 26% 1% Availability of free Wi-Fi 44% 20% 18% 11% 5% 3% Ambience/Décor 7% 12% 33% 34% 12% 1% Customized meals that meet my dietary restrictions/taste preferences 19% 14% 23% 22% 17% 5% Payment options 17% 15% 27% 23% 16% 1% Wait time 1% 3% 18% 41% 37% 0% Loyalty program 23% 20% 28% 17% 8% 3% In-restaurant technologies (e.g., electronic ordering devices) 46% 21% 18% 8% 4% 3% Ease of parking 6% 8% 25% 35% 25% 2% Availability of take-out 18% 16% 24% 23% 18% 2% Availability of drive-thru 30% 17% 21% 17% 13% 3% Order accuracy 1% 2% 10% 29% 57% 1% Other 14% 1% 10% 11% 59% 5% N = 4,093

17 17 Q14: How satisfied are you with your most-frequented restaurant on the following attributes? Attribute 1 - Very 5 - Very Dissatisfied Satisfied N/A Food taste 0% 1% 8% 32% 58% 1% Food safety 1% 1% 11% 33% 52% 3% Menu variety 1% 2% 12% 37% 48% 1% Food quantity 1% 1% 11% 36% 51% 1% Price 1% 2% 15% 40% 42% 0% Friendliness of staff 1% 2% 12% 34% 50% 1% Responsiveness of staff 1% 2% 13% 36% 48% 1% Reputation 1% 1% 12% 34% 50% 2% Availability of alcoholic beverages 6% 3% 11% 14% 23% 43% Location 1% 2% 11% 31% 55% 1% Service speed 1% 2% 12% 40% 45% 1% Nutritious food 2% 7% 23% 33% 31% 4% Availability of free Wi-Fi 6% 6% 17% 14% 15% 43% Ambience/Décor 1% 4% 23% 36% 32% 5% Customized meals that meet my dietary restrictions/taste preferences 3% 4% 19% 23% 27% 24% Payment options 2% 2% 11% 25% 55% 6% Wait time 1% 3% 14% 41% 40% 1% Loyalty program 8% 8% 16% 12% 15% 41% In-restaurant technologies (e.g., electronic ordering devices) 5% 6% 19% 14% 13% 42% Ease of parking 1% 3% 14% 32% 44% 5% Availability of take-out 1% 2% 11% 22% 47% 16% Availability of drive-thru 5% 5% 12% 13% 28% 38% Order accuracy 1% 2% 9% 33% 54% 1% Other 7% 1% 7% 16% 54% 14% N = 4,093

18 18 Q15: How often do the following factors influence your decision to revisit your most frequented restaurant? Attribute Never Rarely Sometimes Often Always Food taste 2% 2% 16% 41% 38% Food safety 10% 9% 23% 31% 27% Nutritious food 12% 15% 31% 28% 14% Food quantity 5% 7% 27% 37% 23% Availability of free Wi-Fi 58% 17% 15% 7% 4% Friendliness of staff 7% 11% 27% 34% 21% Responsiveness of staff 7% 9% 28% 36% 20% Service speed 5% 7% 30% 40% 18% Promotions (happy hours, special events, etc.) 28% 17% 28% 18% 8% Advertisements 27% 21% 32% 15% 5% Coupons (i.e. mailed coupons, deal-of-the-day ) 25% 17% 29% 19% 10% Menu variety 4% 6% 29% 40% 20% Group consensus 20% 16% 34% 23% 7% Spur of moment decision/drive-by 13% 18% 39% 23% 8% Preference of Family/friends 16% 13% 35% 27% 10% Influence of children's opinion 55% 13% 18% 10% 5% Kid friendliness 50% 13% 17% 12% 7% Popularity of a restaurant on social media sites 56% 17% 16% 8% 4% Loyalty program 50% 17% 16% 10% 6% Prior experience 2% 3% 18% 41% 35% Location 2% 5% 25% 43% 25% Payment options 30% 18% 24% 19% 10% Out of habit 11% 12% 36% 31% 11% Availability of take-out 26% 14% 22% 23% 15% Availability of drive-thru 45% 11% 17% 16% 10% In-restaurant technology 59% 18% 14% 6% 3% Value for money 3% 5% 25% 42% 25% Reputation 6% 8% 30% 35% 20% N = 4,093

19 Q16: During the past 30 days, what proportion of your restaurant spending was at your most-frequented restaurant? Proportion of Restaurant spend Greater than 75 percent 4.1% percent 14.4% percent 38.9% Less than 25 percent 42.6% 19 N = 4,093

20 20 Q17: Please indicate how much you agree or disagree with the following statements about your most-frequented restaurant Attribute I have developed a liking for the signature menu items offered by this restaurant It has the best loyalty program in the restaurant industry I have built a personal relationship with the restaurant brand and its people. I will switch to a competing restaurant brand to take advantage of a short-term promotion. I will be a brand ambassador for this restaurant, if asked I voluntarily provide constructive criticism and feedback. Strongly Disagree Disagree Neutral Agree Strongly Agree N/A 3% 4% 21% 41% 29% 2% 16% 12% 29% 7% 4% 32% 11% 18% 34% 21% 11% 5% 11% 15% 31% 28% 9% 5% 10% 13% 32% 25% 15% 5% 10% 13% 29% 30% 13% 5% I dine at the same restaurant on business or personal occasions. 7% 11% 27% 30% 13% 11% I will recommend it to my friends and relatives. 2% 3% 22% 42% 30% 1% I will dine at the same restaurant next time. 2% 4% 29% 42% 22% 1% I would be willing to pay a membership fee to join its loyalty program. I developed a liking for the restaurant because of the loyalty program. I will continue to patronize this restaurant even if it discontinues the loyalty program. I would switch to a competing loyalty program that announces better rewards. N = 4,093 48% 20% 13% 6% 3% 9% 26% 19% 18% 9% 4% 25% 3% 3% 21% 29% 19% 25% 15% 17% 29% 15% 6% 18%

21 5.6% 12.2% 10.2% 10.2% 8.1% 7.5% 19.6% 20.3% 16.4% 13.2% 11.8% 11.6% 12.6% 11.3% 18.5% 19.1% 39.9% 52.5% 50.0% 49.6% Q18: Please select the number of restaurant loyalty programs that you are a member of Loyalty program ownership by most frequented restaurant format Quick Service Fast Casual Casual Dining Total or more 21 No of responses: Total = 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining = 2,069 Note: Responses are grouped by most frequented format but refer to loyalty programs of all formats.

22 Q18A. Why did you not join any restaurant loyalty programs? I have no information about loyalty programs of the restaurants I visit 48.1% The restaurants I visit do not offer loyalty programs 43.3% I have not subscribed to any loyalty program, as I do not see any value in those programs 18.7% I have not subscribed because I do not want to pay the membership fees 15.7% I have not subscribed because I do not want to reveal my personal information 9.8% Other 3.9% 22 N = 2,029 Multi-select question. Does not add to 100% as this is a multiple choice question.

23 6.4% 7.2% 6.5% 6.8% 7.6% 8.3% 7.0% 7.7% 12.6% 20.4% 21.1% 17.3% 16.3% 28.8% 29.3% 33.9% 39.9% 37.9% 39.7% 45.2% Q19: Please select the number of restaurant loyalty programs you used in the past 30 days Loyalty program activity rate by restaurant format Quick Service Fast Casual Casual Dining Total or more 23 Note: The above activity rate is only for the respondents who belong to at least one loyalty program No of responses: Total = 2,064; Quick Service = 707; Fast Casual = 323; Casual Dining = 1,034

24 Q20: Please rate the importance of the following attributes/benefits while selecting a loyalty program Attribute/benefit 1-Not Important Very Important Can be used across multiple restaurants of the same chain 4% 3% 16% 32% 42% 3% Rewards with points 4% 4% 18% 35% 38% 2% Cash back on money spent at the restaurant 6% 6% 21% 30% 33% 4% Provides option to enroll and track points online 7% 6% 24% 32% 29% 3% Provides status levels linked to dollars spent 10% 8% 26% 29% 22% 4% Rewards with freebies like free appetizers, buy one get one, etc. Pushes coupons to my smart phone whenever I visit their restaurant Provides opportunity to earn rewards through partners (e.g., credit cards) Provide opportunities to use points to spend at partners (grocery retail, movies, etc.) N/A 2% 2% 13% 30% 52% 1% 17% 6% 20% 23% 22% 11% 12% 9% 25% 27% 22% 6% 11% 9% 24% 29% 23% 5% Provides opportunity to earn rewards via participation in contests and point of purchase games 16% 12% 25% 24% 18% 5% Ease of earning VIP status 9% 7% 25% 29% 27% 4% Guaranteed table 12% 10% 25% 26% 20% 7% Exception from waiting in line during busy hours 9% 8% 22% 28% 26% 7% Special offers for birthday's and other personal events 3% 3% 16% 31% 45% 2% Personalized service when dining 11% 8% 29% 28% 19% 4% Other 14% 3% 7% 10% 48% 17% 24 N = 2,064

25 Q21: Does your most-frequented restaurant offer a loyalty program? Restaurant loyalty program offer rate I do not Know 37.3% No 36.6% Yes 26.1% 25 N = 2,064

26 Q22: Do you have membership to the loyalty program of your most-frequented restaurant? Restaurant loyalty program ownership rate No 13.5% Yes 86.5% 26 N = 539

27 Q22A: Is the loyalty program of your most-frequented restaurant your most frequently used restaurant loyalty program? Restaurant loyalty program usage rate No 18.5% Yes 81.5% N =

28 Q22D: Does your most-frequented restaurant charge a membership fee to join its loyalty program? Restaurant loyalty program membership fee I don't know/i'm not certain 29.6% No 68.6% Yes 1.9% 28 N = 159

29 Q22E: If your most-frequented restaurant offered a loyalty program, would you be willing to join? Willingness to pay a membership fee No, whether it is free or not. 4.5% Yes and I would be open to paying a one-time fee depending on what the program offers and the level of fee. 9.6% Yes, but only if it is free. 85.9% N = 1,525 29

30 Q22F: What is the most that you would be willing to pay to join in a loyalty program of your most-frequented restaurant under any circumstances? Restaurant loyalty program membership fee More than 25 Dollars 2.4% Dollars 4.1% Dollars 8.8% Dollars 3.5% 6-10 Dollars 43.5% 1-5 Dollars 37.6% 30 N = 170

31 Q24: How satisfied are you with your most-frequented restaurant s loyalty program? Attribute 1 - Very Dissatisfied Very Satisfied Can be used across multiple restaurants of the same chain 4% 5% 15% 16% 32% 28% Rewards with points 2% 4% 18% 22% 32% 20% Cash back on money spent at the restaurant 6% 8% 19% 12% 12% 43% Provides option to enroll and track points online 3% 5% 19% 21% 30% 23% Provides status levels linked to dollars spent 4% 6% 20% 18% 18% 33% Rewards with freebies like free appetizers, buy one get one, etc. 2% 4% 18% 24% 39% 13% Pushes coupons to my smart phone whenever I visit their restaurant 6% 8% 18% 13% 12% 42% Provides opportunity to earn rewards through partners (e.g., credit cards) 6% 8% 19% 11% 10% 46% Provide opportunities to use points to spend at partners (grocery retail, movies, etc.) 7% 9% 18% 10% 9% 47% Provides opportunity to earn rewards via participation in contests and point of purchase games 5% 8% 22% 14% 12% 40% Ease of earning VIP status 4% 6% 21% 17% 17% 35% Guaranteed table 6% 8% 18% 11% 9% 49% Exception from waiting in line during busy hours 7% 9% 19% 11% 10% 45% Special offers for birthday's and other personal events 3% 4% 17% 21% 39% 16% Personalized service when dining N/A 5% 8% 21% 16% 15% 35% Other1 3% 10% 14% 3% 34% 34% Other2 15% 6% 3% 3% 53% 21% 31 N = 2,064

32 Discount % Q26: To what extent will the following discounts influence the frequency of your visit to your most-frequented restaurant? Influence of discounts on frequency of visits 25% 13.0% 8.0% 24.0% 26.0% 29% 20% 19.0% 17.0% 32.0% 24.0% 8% 15% 31.0% 32.0% 27.0% 7.0% 3% 10% 47.0% 36.0% 12.0% 3.0% 2% 2.0% 5% 75.0% 16.0% 5.0% 2% Frequency of visits No change 10% 25% 50% >50% 32 N = 4,093

33 Q27: Preferred frequency of interaction Attribute Never Rarely Sometimes Often Always Engage via social networks and media 56% 19% 18% 5% 2% Engage via other location-based social media channels 57% 19% 18% 4% 2% Contact on telephone 76% 12% 9% 2% 1% Engage via 21% 17% 39% 16% 7% Engage via postal mail 33% 18% 32% 13% 5% Send menu related news 29% 20% 36% 11% 4% Contact me after purchase for feedback 37% 24% 28% 7% 3% Print/Broadcast advertisements 30% 19% 36% 11% 3% Send personalized messages that meet my dining needs 33% 18% 33% 12% 4% Other 25% 5% 10% 28% 33% 33 N = 4,093

34 Q27A: Actual frequency of interaction Attribute Never Rarely Sometimes Often Always Engage via social networks and media 75% 10% 10% 4% 1% Engage via other location-based social media channels 78% 9% 9% 3% 1% Contact on telephone 88% 5% 5% 2% 1% Engage via 62% 9% 17% 8% 3% Engage via postal mail 65% 14% 15% 5% 1% Send menu related news 67% 10% 16% 6% 1% Contact me after purchase for feedback 78% 9% 9% 3% 1% Print/Broadcast advertisements 48% 13% 25% 11% 3% Send personalized messages that meet my dining needs 76% 10% 10% 3% 1% Other1 62% 10% 15% 8% 5% Other2 45% 8% 10% 23% 15% 34 N = 4,093

35 Q28. What type of restaurant rewards do you value the most? Most valued restaurant rewards Other 3.3% Points which can be used for other non-restaurant programs (charities, hotel stays, etc.) 6.0% Birthday/special occasion offers 12.5% Bypass waits during restaurant peakhours 4.1% Free items (appetizer, dessert) during restaurant visits 41.3% Points which can be used towards restaurant purchases 32.7% 35 N = 4,093

36 Q29. How do you usually receive promotional offers and coupons for restaurants? Mode of receiving promotions Other 2.6% Third-party mobile apps 4.0% Restaurant-specific mobile apps Social media sites I do not receive any promotional offers or coupons TV advertisements Restaurant website 4.8% 8.1% 9.5% 12.9% 15.6% Ads/mailed coupons 51.2% 61.7% 36 N = 4,093

37 Q30. What type of restaurant-specific notifications have influenced your dining decisions and behaviors: Most influential restaurant-specific notifications Other 1.3% I don't receive restaurant/dining related notifications I don't find notifications relevant or persuasive 11.5% 11.7% Current wait times 13.9% Points accumulation 18.3% Happy hour specials 23.1% Promotional offers and coupons 64.8% 37 N = 4,093

38 Q31: How often do you redeem promotional offers or coupons when dining out at the following restaurant formats? Promotional offers/coupons redemption rate Quick Service 15.8% 18.0% 34.6% 23.8% 7.8% Fast Casual 12.8% 21.6% 37.2% 22.0% 6.3% Casual Dining 14.2% 22.3% 35.8% 20.6% 7.2% Total 14.6% 20.6% 35.6% 21.9% 7.3% Frequency of redemption Never Rarely Sometimes Often Always 38 No of responses: Total = 4,093; Quick Service = 1,487; Fast Casual = 537; Casual Dining = 2,069. Note: Responses are grouped by and refer to respondents self-identified most frequented format

39 About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Member of Deloitte Touche Tohmatsu Limited

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