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McDonald's Survey Report: Fast or Fresh?

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Field Agent surveyed over 1,000 customers across 3 countries about McDonald's fresh, never-frozen strategy.

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McDonald's Survey Report: Fast or Fresh?

  1. 1. FAST OR FRESH?Survey of Over 1,000 Consumers across 3 Countries McDonald’s Survey:
  2. 2. Sample Sizes: How often have you been to McDonald’s in the last 6 months? U.S. (N = 882) 0 18% 1 14% 2 to 4 25% 5 to 6 13% 7 or more 29% Mexico (N = 100) 0 13% 1 20% 2 to 4 45% 5 to 6 15% 7 or more 7% Canada (N = 208) 0 16% 1 10% 2 to 4 25% 5 to 6 10% 7 or more 40% Locations: 2 MexicoCanadaU.S.
  3. 3. 3 Do you believe a hamburger prepared with “fresh, never-frozen beef” will taste better? Yes No 3% 97% 14% 86% 13% 87% U.S. (N = 882) Canada (N = 208) Mexico (N = 100)
  4. 4. 4 Which is the more important aspect of a FAST FOOD restaurant: SPEED or TASTE? For this question, respondents were required to make a trade-off between speed and taste. Speed was placed on one end of a 0-10 scale (speed = 0) and taste was placed at the other end (taste = 10). As respondents moved toward speed, it meant they were willing to sacrifice taste for faster service. Alternatively, as they moved toward taste, it meant they were willing to sacrifice speed for better taste. 7.4 7.2 U.S. (N = 882) Canada (N = 208) Mexico (N = 100) Takeaway: Consumers in all three countries were, on average, willing to trade speed for tastier, fresher food. 7.5 Speed Taste
  5. 5. 5 Would you be willing to wait longer for a hamburger made from fresh, never-frozen beef? Among those who say they’d buy a fresh, never-frozen burger from McDonald’s Yes No 12% 88% 15% 85% 15% 85% U.S. (n = 722) Canada (n = 163) Mexico (n = 98)
  6. 6. 6 How much LONGER would you be willing to wait for a fresh, never-frozen hamburger at McDonald’s? Among those who say they’d be willing to wait longer for fresh, never-frozen beef 1 min 2 mins 2-5 mins 5-10 mins more than 10 9% 51% 35% 5% 0% 1% 11% 43% 35% 11% 1% 7% 49% 33% 9% U.S. (n = 617) Canada (n = 138) Mexico (n = 86) Agent Photo
  7. 7. 7 Assuming a Quarter Pounder costs (avg. cost in country), how much MORE would you pay for this hamburger if it were made from fresh, never-frozen beef? Among those who say they’d buy a fresh, never-frozen burger from McDonald’s Takeaway: CONSUMERS from all 3 countries indicated they’d be willing to pay more - sometimes considerably more - for fresh, never-frozen beef. 25% U.S. (n = 638) Canada (n = 163) More 13%More Mexico (n = 98) 46%More
  8. 8. 8 As a customer (even if you don’t eat at McDonald’s or ever plan to), do you agree with McDonald’s decision to serve fresh, never-frozen beef, even if it means increasing wait times by 1 minute on average? Asked only to U.S. consumers (N = 882) Strongly agree Agree Slightly agree Neutral Slightly disagree Disagree Strongly disagree 55% 29% 5% 7% 2% 1% 1% Agent Photo
  9. 9. 9 In your own words, tell us EXACTLY why you agree or disagree with McDonald’s decision to serve “fresh, never- frozen beef,” potentially increasing wait times? This question was posed only to U.S. consumers. The vast majority agreed with the decision. Among these, the top 3 themes were: 1. Better Taste “I think it will taste better - worth a minute wait!” 2. Higher Quality “Because that is showing that McDonald’s is caring about the quality of ingredients it is serving customers.” 3. Healthier “I agree with selling the fresh beef. I feel McDonald’s needs to have healthier choices, fresher choices, and just improve their menu a little bit to coincide with this day and age of people wanting healthier better quality foods.” Of the minority who disagreed with the strategy, most were concerned about wait times: “I disagree. The whole reason I choose fast food is for the convenience of not waiting long.” “It seems confusing. Isn’t it faster to cook non-frozen meat?” Agent Photo
  10. 10. Retail Audits and Shopper Insights Put You Where the Action Is It has never been easier for brands, retailers, and agencies to see inside stores, to be with their products and customers practically anywhere. Mobile audits and research are faster, simpler, and more affordable than conventional auditing and research methods. Be with your products and customers. Anywhere. Anytime. LEARN MORE @fieldagentinc | blog.fieldagent.net

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