Qdoba Louisville Research

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Qdoba Louisville Research

  1. 1. Qdoba’s most likely customers These three PRIZM lifestyle groups indexed highest as Louisville Mexican restaurant regulars. Upward Bound Upscale: Lower Middle Age with Kids Lifestyle Traits More than any other segment, Upward Bound appears to be the home of those legendary Soccer • Shop at Target Moms and Dads. In these small satellite cities, upscale families boast dual incomes, college • Buy Toys on Internet degrees, and new split-levels and colonials. Residents of Upward Bound tend to be kid-obsessed, • Watch Nickelodeon • Honda Odyssey with heavy purchases of computers, action figures, dolls, board games, bicycles, and camping equipment. Brite Lites, Lil City Upscale: Middle age without Kids Lifestyle Traits Not all of Americas chic sophisticates live in major metros. Brite Lights, Lil City is a group of well- • Shop at Crate & Barrel off, middle-aged couples settled in the nations satellite cities. Residents of these typical DINK • Participate in Fantasy Sports (double income, no kids) households have college educations, well-paying business and • Read Macworld • Watch History Channel professional careers, and swank homes filled with the latest technology. Winner’s Circle Wealthy: Middle age with Kids Lifestyle Traits Among the wealthy suburban lifestyles, Winners Circle is the youngest, a collection of mostly 35 to • Shop at Neiman Marcus 54 year-old couples with large families in new-money subdivisions. Surrounding their homes are • Go Jogging the signs of upscale living: recreational parks, golf courses and upscale malls. With a median • Read Wall Street Journal • Drive Mercedes income over $100,000, Winners Circle residents are big spenders who like to travel, ski, go out to eat, shop at clothing boutiques, and take in a show.Source: Nielsen iMark research. PRIZM Segmentation.Profile in Local market PRIZM groups most likely to eatMexican food in the past 6 months. 2009
  2. 2. Where do they live? Qdoba Customer Group The regions in red hold the highest concentration of our Qdoba group of consumers. When analyzing Kentuckiana, the Hot Spot majority of these consumers live in Jefferson County.Source: Nielsen iMark research. PRIZM Segmentation. Profilesof Upward Bound, Winners Circle, and Brite Lites , Lil Citymapped by Zip Code with highest concentration. 2009
  3. 3. Scarborough Snapshots: Qdoba CustomersSource: Scarborough Research. Louisville residentswho eat at Qdoba monthly. 2010.

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