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Insights on Casual Dining Chain Fans

An Insight Report Presentation | Using DeepProfile™ Micro-SegmentationApril 2014

CivicScience’s DeepProfile™ Project Goal

biz.civicscience.com | April 2014

To find meaningful consumer insights by comparing people who are fans of Applebee’s, Chili’s, Ruby Tuesday, and TGI Fridays to the general U.S. population.

Note: This report was not commissioned or requested by any third-party. This is CivicScience’s own analysis.

Sourcing the Data: The CivicScience InsightStore


We mined our InsightStore platform of 27 million+ anonymous respondent profiles, to first, identify fans of each restaurant brand, and then automatically cross-tabbed that data against their other responses to hundreds of wide-ranging questions and topics.

CivicScience uses the following question format when analyzing restaurant favorability:

How much do you like to eat at X?

• Never heard of it• I love it• I like it• I don’t really have a strong opinion • I don’t like it

How much do you like to eat at TGI Fridays? • Never heard of it• I love it• I like it• I don’t really have a strong opinion • I don’t like it

How much do you like to eat at Ruby Tuesday? • Never heard of it• I love it• I like it• I don’t really have a strong opinion • I don’t like it

Identifying our Targets: Restaurant Brand Fans


How much do you like to eat at Applebee’s? • Never heard of it• I love it• I like it• I don’t really have a strong opinion • I don’t like it

VS.

How much do you like to eat at Chili’s? • Never heard of it• I love it• I like it• I don’t really have a strong opinion • I don’t like it

DeepProfile Scales: Micro-Segmentation

In the following slides, we examine how fans of Applebee’s, Chili’s, Ruby Tuesday, and TGI Fridays also responded to a number of questions that contribute to 3 of 12 DeepProfile scales CivicScience has developed: Market Maven Scale, Sports Fan Scale, and TV Viewing Scale (more scales are available upon request). The findings aim to highlight how population segments compare to each other according to key consumer metrics.


General Population

Chili’s Fans

TGI Fridays Fans

Ruby Tuesday Fans

Applebee’s Fans

Market Maven Scale• The Market Maven scale aims to identify the extent

to which population segments adopt new products and brands, and share their opinions with others.

• On average, Chili‘s fans scored higher on the Market Maven scale than the general population and the other restaurant brands’ fans. Ruby Tuesday fans scored the lowest on the scale.

Individual Attributes Visualization

Aggregate

Chili’s Fans - 108TGI Fridays Fans - 97Applebee’s Fans - 95Ruby Tuesday Fans - 94General Population - 100


Market Maven Scale (continued)

AttributeApplebee’s

FansTGI Fridays

FansRuby Tuesday

Fans Chili’s Fans

Fashion leader 13% 10% 10% 16%

Follows fashion trends 35% 40% 37% 38%

Follows music trends 40% 41% 40% 44%

Tries new products before others 26% 31% 39% 31%

Tells others about new products 51% 51% 52% 53%

Individual Attributes

• Chili’s fans are the most likely to consider themselves a fashion leader and follow music trends, and slightly more likely to tell others about new products.

• Ruby Tuesday fans are the most likely to try new products before others. • TGI Fridays fans are the most likely to follow fashion trends.


Sports Fan Scale• The Sports Fan scale aims to identify the

extent to which population segments are interested in different types of sports.

• On average, TGI Fridays fans scored the highest (with Ruby Tuesday fans close behind) on the Sports Fan scale, although all of the casual restaurant fans scored higher than the general population.



Aggregate

TGI Fridays Fans - 113Ruby Tuesday Fans - 112Chili’s Fans - 109Applebee’s Fans - 105General Population - 100

Sports Fan Scale (continued)


AttributeApplebee’s

FansTGI Fridays

FansRuby Tuesday

Fans Chili’s Fans

NCAA basketball fan 23% 25% 26% 24%

NCAA football fan 31% 32% 34% 32%

NFL fan 48% 49% 50% 48%

NHL fan 18% 21% 19% 19%

NBA fan 18% 20% 20% 21%

MLB fan 33% 32% 33% 32%

Has played fantasy sports 18% 20% 19% 19%

Very interested in sports 36% 39% 36% 36%


• TGI Fridays fans are more likely to say they are very interested in sports than the other restaurant fans, and slightly more likely to play fantasy sports leagues, and like the NHL.

• Ruby Tuesday fans are slightly more likely to be NCAA basketball and football fans and NFL fans when compared to the other restaurant fans.

TV Viewing Scale• The TV Viewing scale aims to identify the

extent to which population segments watch various genres of TV and are influenced by what they see on TV.

• On average, Ruby Tuesday fans scored the highest on the TV Viewing scale, followed by TGI Fridays fans. Chili’s fans scored the lowest on the scale.



Aggregate

Ruby Tuesday Fans - 105TGI Fridays Fans - 101Applebee’s Fans - 97Chili’s Fans - 94General Population - 100

TV Viewing Scale (continued)


Attribute Applebee’s Fans TGI Fridays Fans Ruby Tuesday Fans Chili’s FansSports Fan 25% 22% 28% 18%

Drama Fan 22% 20% 21% 18%

Reality Fan 12% 13% 17% 12%

Travel/Home/Cooking Fan 11% 16% 15% 14%

Documentary Fan 9% 11% 7% 11%

Music/Entertainment Fan 19% 19% 20% 22%

Sitcom Fan 16% 16% 18% 14%

News Fan 33% 34% 34% 31%

Most influenced by ads on TV 62% 61% 61% 61%


• Ruby Tuesday fans are the most likely to watch Sports and Reality TV, and slightly more likely to watch Sitcoms when compared to the other fans .

• Chili’s fans are the most likely to watch Music/Entertainment shows.• Fans of all brands are say they are influenced by ads on TV more than the general population, and of

all TV show genres, News programs rank highest among them all.

DeepProfile Scales Summary


ScaleApplebee’s

Fans

TGIFridays

Fans

Ruby Tuesday

FansChili’s Fans

General Population

Market Maven 95 97 94 108 100

Sports Fan 105 113 112 109 100

TV Viewing 97 101 105 94 100

• When compared to the general population, all of the casual restaurant fans ranked higher on the Sports Fan scale.

• When compared to the general population, Chili’s fans ranked higher on the Market Maven scale, while Ruby Tuesday and TGI Fridays fans ranked higher on the TV Viewing scales.

Additional Insights

• In addition to the 3 scales, some other notable insights were found among fans of these restaurant brands, including:

– TGI Fridays fans are slightly more likely to say they are on Twitterthan Chili’s fans (26% vs. 25%), with Applebee’s and Ruby Tuesday fans both at 20%.

– Applebee’s fans are slightly more likely to say they are not brand loyal than Ruby Tuesday and TGI Fridays fans (12% vs. 11%), with 9% of Chili’s fans saying they are not brand loyal.

– Ruby Tuesday fans are the most likely to donate to religious charities, while Applebee’s fans are the most likely to donate to environmental charities.

– Chili’s fans are much more likely to participate in volunteer work (41% vs. other brands’ fans at 29%-34%).


Appendix Slides


Current Restaurant Brands in the CivicScience InsightStoreThe following is a partial list of the restaurant brands for which consumer insights are currently available in the CivicScience InsightStore. Our platform tracks the awareness and popularity of these brands in real-time, with history going back to 2010 in most cases. In addition, for each brand we can cross-tabulate data to thousands of other questions in our system to reveal the types of insights – and much more – that are included in this Insight Report. Please email [email protected] for more info.

Applebee'sArby'sAtlanta Bread CompanyAu Bon PainBaja FreshBaskin RobbinsBob Evans RestaurantsBoston MarketBRAVO! Cucina ItalianaBruegger'sBuca di BeppoBuffalo Wild WingsBurger KingCalifornia Pizza KitchenCaribou CoffeeChampps AmericanaCharley's Grilled SubsCheesecake FactoryChili'sChipotle Mexican GrillCosiCracker Barrel Old Country StoreCulver'sDel TacoDenny's

Domino's PizzaDunkin DonutsEinstein Bros. BagelsEl Pollo LocoFive Guys Burgers and FriesFuddruckersHard RockHardee's/Carl's Jr.Houlihan'sIHOPIn-n-Out BurgerJack in the BoxJamba JuiceJersey MikesJimmy John'sJoe's Crab ShackKFCLittle Caesar'sLogan's RoadhouseLone Star Staekhouse & SaloonLong John Silver'sMcDonald'sMimi'sMoe's Southwest GrillNoodles & Company

O'Charley'sOlive GardenOn the BorderOutback SteakhouseP.F. Chang's China BistroPanchero'sPaneraPapa John'sPeet's Coffee & TeaPerkins Restaurant and BakeryPizza HutPonderosa SteakhousePopeye's ChickenPotbellyQdoba Mexican GrillQuizno'sRed LobsterRed RobinRomano's Macaroni GrillRubio'sRuby TuesdaySalsarita'sSbarroSchlotzsky'sSeattles Best Coffee

Shoney'sSizzlerSONICStarbucksSteak 'n ShakeSubwayT.G.I. Friday'sTaco BellTexas RoadhouseThe Original Pancake HouseTony Roma'sUno Chicago GrillWendy'sWhataburgerWhite Castle

CivicScience DeepProfile Scalesq Charitable Giving- The Charitable Giving scale aims to identify the extent to which population segments donate to different charity

groups, and how much time they spend volunteering.q Discriminating Shopper- The Discriminating Shopper scale aims to identify the extent to which population segments do research

before making purchases, and how easy or difficult they will be to win over.q Environmental Consciousness- The Environmental Consciousness scale aims to identify the extent to which population segments alter

their lifestyle for the environment and shows overall concern about environmental issues.q Health & Wellness- The Health & Wellness scale aims to identify the extent to which population segments monitor and maintain their

health and wellbeing.q Market Maven- The Market Maven scale aims to identify the extent to which population segments adopt new products and brands,

and share their opinions with others.q Personal Financier – The Personal Financier scale aims to identify the extent to which population segments manage their personal

finances including retail, online, and mobile banking practices; retirement and savings; and keeping up with financial news.q Political Engagement- The Political Engagement scale aims to identify the extent to which population segments are involved in all

levels of politics.q Price Sensitivity- The Price Sensitivity scale aims to identify the extent to which population segments are price-conscious when

shopping, both as a whole and across specific categories.q Social Media- The Social Media scale aims to identify which social media platforms population segments use, and the extent to which

they influence their preferences and behavior.q Sports Fan- The Sports Fan scale aims to identify the extent to which population segments are interested in different types of sports.q Tech Savvy- The Tech Savvy scale aims to identify the extent to which population segments use their digital devices and are informed

and aware of the latest technology available.q TV Viewing- The TV Viewing scale aims to identify the extent to which population segments watch various genres of TV and are

influenced by what they see on TV.

CivicScience DeepProfile: How it worksFor the segments we’re interested in, we look at how those people responded to thousands of other questions in our database, building a contingency table for each pair of questions.

We automatically mine thousands of questions related to our 12 DeepProfile scales, plus demographic and behavioral attributes such as:

• Lifestyle• Media consumption• Entertainment• Technology usage• Health and wellness• Politics and ideology• Other general attributes

We calculate each table’s Pearson’s chi-squared statistic, and then employ the Benjamini-Hochberg false detection rate procedure to screen out likely false positives (i.e., statistically-significant associations that may be due to random chance).

The tables that pass through our screening process are then ranked by their Tschuprow’s T coefficient, which measures strength of association.


CivicScience Attribute LibraryDemographics & Profile• Over 150 attributes• Age, Gender, Race• Education, Income• Parental, Marital Status• Morning / Night Person• Geography • Religion and Family

Entertainment• Over 200 Attributes• Movies and TV Shows• Event attendance• Pro & College Sports• Reading genres• Theater and Culture• Cultural Maven

Indicators

Media Consumption• Over 50 Attributes• Print vs. Online• Newspaper & Magazine• TV & Cable Networks• Blog Readership• Radio and Music• Mobile & Streaming

Health and Wellness• Over 50 Attributes• Diet and Exercise• Weight and Fitness• Ailments and

Treatments• Medical History• Beauty Products• Smoking/Drinking

Shopping Habits• Over 150 Attributes• In-store vs. Online• Coupon usage• Spending by category• Payment (credit v. cash)• Dining• Organic / Environmental• Mobile & Tablet

Personal Finance• Over 50 Attributes• Spending/savings• Home ownership• Employment/Type• Insurance and Banking• Economic Outlook• Spending Outlook• Financial Health

Indicators

Technology Usage• Over 100 Attributes• Phone and Carrier• Smartphone & OS• Tablets and PCs• Social Media Usage• Search, Web, Text• Gaming & Consoles• Adoption Curve

Indicators

Politics & Ideology• Over 250 Attributes• Party Affiliation• Issue Positions• Political Behaviors• Civic Engagement• Candidate Preference

… and many more.biz.civicscience.com | April 2014

Contact us for an “MTO” DeepProfile Report, InsightStore Subscription, and Custom Research

Questions for your brand:

[email protected]


insights on casual dining chain fans - civicscience...chipotle mexican grill cosi cracker barrel old...

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