A major U.S. quick service restaurant chain wanted to obtain a profile of current customers for a single low development market, based on associated attitudes and brand usage characteristics. The goal was to better understand the brand's relative position vs. the competitive set and to identify potential new messaging opportunities that could be used to drive future business.


A quantitative online survey, with more than 600 category customer interviews, was designed and fielded by Directive Analytics. Sample was equally split between the low development market and a parallel average development market as a control.


Heavy and light category and brand user segments identified proximity to work during lunch, as a universal driver influencing QSR selection. New opportunities to drive business for the brand in the low development market were identified based on the introduction of special promotions and a new frequent customer program.