Experience Benchmark
Food
Mexico 2012
Benchmark
2012
FOOD
General Objectives
o Measure the loyalty of Mexican consumers to the main restaurant, coffeehouse and
frozen yogurt shop chains
o Create a benchmarking tool that enable companies to compare their performance with
that of their competitors and market leaders
o Develop a reliable source of reference to support different business, educational,
teaching and information activities in general
Specific Objectives
o Assess key indicators (overall satisfaction, intent to revisit and willingness to
recommend) for the main brands of restaurants, coffeehouses and frozen yogurt shops
in Mexico
o Identify the market leaders for each category
o Quantify the weight of: food and beverages, service and price in the decision-making
process when choosing a restaurant, coffeehouse or frozen yogurt shop
Approach
Methodology
Quantitative
Technique
Online surveys
Fieldwork period
August 2012
Duration
10 to 15 minutes
Total Sample
1,204
CIUDAD
Monterrey
25%
Ciudad de
México
50%
GÉNERO
EDAD
Guadalajara
25%
surveys
NSE
Masculino
25%
Femenino
25%
A/B y C+
Sin cuotas definidas
25 a 35
36 a 45
46 a 55
56 a 65
25%
25%
25%
25%
Sample Distribution
City
Monterrey
17%
Mexico City
66%
Guadalajara
17%
Gender
Age
50%
Female
50%
A/B
A/B
57%
20%
36 to 45
46 to 55
56 to 65
32%
SEL
Male
25 to 35
C+
31%
35%
C
C+
12%
45%
21%
31%
17%
Brands Evaluated
46
brands
The Brands
The Brands by Category
Categories
Sample Size by Brand & Margin of Error
1028
Nutrisa
635
Italianni’s
305
Sushiitto
162
906
Vips
554
Toks
299
Benedettis Pizza
156
882
Sanborns
520
Pizza Hut
299
California
Restaurantes
150
844
Burger King
506
Krispy Kreme
262
Wings
148
829
Starbucks
474
Carl’s Jr.
230
T.G.I Friday’s
147
713
McDonald’s
458
Los Bisquets
Obregón
215
Yogurtland
Domino’s Pizza
452
Café Punta del
Cielo
212
683
Chili’s
443
El Portón
190
674
Subway
407
The Italian Coffee
Company
±4.9
186
671
Kentucky Fried
Chicken
371
±3.1
±3.3
±3.3
±3.4
±3.4
±3.7
690
±3.7
±3.7
±3.7
±3.8
±3.9
±4.2
±4.3
±4.4
±4.5
±4.6
±4.6
±4.7
±5.1
Applebee’s
±5.6
±5.7
±5.7
±6.1
±6.5
169
±6.7
±2.3
±7.1
±7.2
±7.5
Arrachera House
70
Sushi Roll
62
Cielito Querido
Café
57
Gino’s
46
California Pizza
Kitchen
42
134
Sixties Burgers
38
100% Natural
134
Moyo
Garabatos
120
Tutti Frutti
Yogen Früz
89
P.F. Chang’s
Finca Santa
Veracruz
71
±7.7
±7.8
±8.0
±8.1
±8.1
±8.5
±8.5
±8.9
±10.4
±11.6
Sbarro
Giornale
±11.7
±12.4
±13.0
±14.4
±15.1
±15.9
Neve Gelato
Nuny’s Yogurt
Day Light Salads
Caffe Diletto
Café Society
Signature
Key
Indicators
Key Indicators
NSS (Net Satisfaction Score), NRS (Net Revisit Score) and NPS (Net Promoter Score®) are based
®
® Edward Deming and Fred Reichheld,
on the theory and research
of Noriaki Kano, Philip Kotler,
who determined that a consumer’s favorable or unfavorable behavior towards a brand is defined
when he / she shows extreme positive or negative attitudes towards it.
On a 0 to 10 scale, these extreme attitudes are represented by the ranges 0–6 (negative attitude
towards a brand) and 9–10 (positive attitude towards a brand)
A net index can be obtained by calculating the percentage of customers with positive attitudes
(9–10) and subtracting from it the percentage of customers with negative attitudes (0–6). This
net index ranges from -100 to 100.
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
Key Indicators
On a 0 to 10 scale ……
How willing are you to
recommend…?
How satisfied are you in
general with…?
How willing are you to
revisit…?
Consumer’s
positive behavior
towards the brand
10
9
Highly willing to
recommend
Highly satisfied
Highly willing to revisit
Consumer’s indifferent
behavior
towards the brand
8
7
Indifferent towards
recommending
Just satisfied
Indifferent toward
revisiting
Not willing to
recommend
Dissatisfied
6
Consumer’s
negative behavior
towards the brand
5
4
3
NPS®
(% 9 – 10) – (% 0 – 6)= NSS
NRS
Not willing to revisit
2
1
0
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
®
Net Promoter Score
66
53
46
39
35
26
11
63
52
46
38
33
24
7
58
52
46
38
33
22
0
57
49
45
38
31
22
56
48
44
36
28
18
% 9 and 10
55
47
42
36
27
18
% 7 and 8
% 0 to 6
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
Net Satisfaction Score
68
53
49
43
39
30
13
64
52
49
42
38
30
12
60
51
48
42
37
29
7
59
51
46
41
37
26
57
50
44
39
37
22
% 9 and 10
54
50
44
39
33
17
% 7 and 8
% 0 to 6
Net Revisit Score
70
59
55
48
44
39
28
64
56
55
47
44
37
27
63
56
51
46
41
35
21
62
56
49
46
41
32
62
55
48
46
41
31
% 9 and 10
62
55
48
46
40
29
% 7 and 8
% 0 to 6
Key
Indicators
by Category
66
68
63
58
59
62
53
54
62
52
53
59
52
52
56
48
51
56
46
50
55
46
50
55
46
48
48
38
42
41
NPS®
NSS
NRS
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
% 9 and 10
% 7 and 8
% 0 to 6
55
49
55
35
39
46
33
37
46
22
29
41
22
26
39
18
22
35
18
17
27
11
13
21
NPS®
NSS
NRS
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
% 9 and 10
% 7 and 8
% 0 to 6
63
64
70
38
44
51
36
42
48
36
38
47
33
37
44
27
33
41
26
30
40
24
30
32
7
12
29
0
7
28
NPS®
NSS
NRS
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
% 9 and 10
% 7 and 8
% 0 to 6
57
57
64
49
46
48
38
39
46
31
39
37
28
37
31
NPS®
NSS
NRS
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
% 9 and 10
% 7 and 8
% 0 to 6
56
60
62
47
51
56
45
49
55
44
44
49
42
43
46
39
41
44
NPS®
NSS
NRS
Net Promoter, NPS, and Net Promoter Score are registered terms, owned by Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
% 9 and 10
% 7 and 8
% 0 to 6
Loyalty
Index
Loyalty Index
The Leventer Group Loyalty Index® summarizes consumers’ attitudes in three key areas:
o Overall satisfaction with the brand
o Willingness to revisit the brand
o Willingness to recommend the brand
Leventer Group uses an innovative analysis to calculate de percentage of loyal customers and
the percentage of customer at risk of defecting the brand.
Leventer Group Loyalty Index®
Highly satisfied
Dissatisfied
%
%
Highly willing
to recommend
%
%
Highly willing
to revisit
%
Not willing
to recommend
%
% Loyal
%
%
Not willing
to revisit
% At risk
Customers who meet the three criteria:
Highly satisfied + highly willing to
revisit + highly willing to recommend
Customers who meet the three criteria:
Dissatisfied + not willing to revisit + not
willing to recommend
The Leventer Group Loyalty Index® is the net result obtained by subtracting the percentage of customers at risk
from the percentage of loyal customers.
% Loyal
-
% At risk
=
Loyalty Index
Leventer Group
Loyalty Index®
59
47
40
35
31
24
11
58
46
40
33
30
23
11
51
45
39
33
29
22
7
51
44
37
32
28
22
50
42
37
31
26
16
48
41
36
31
24
16
47
Leventer Group
Loyalty Index®
59
65
6
53
6
4
47
3
55
49
4
6
48
51
6
7
42
48
3
6
8
43
31
37
6
6
36
42
6
37
6
32
8
16
13
24
31
23
16
29
8
7
11
26
34
12
22
33
6
11
23
10
28
34
14
22
32
5
25
10
29
34
11
23
33
7
32
40
10
30
37
7
37
41
47
40
8
34
10
33
37
44
5
50
53
47
41
7
39
44
51
6
33
40
2
45
48
3
41
4
24
31
35
40
42
1
51
54
44
46
58
62
40
16
24
10
% Loyal
% At risk
Additional
Information
Most Important
Aspects
Which of these three aspects is the most important to you when choosing a place from each category?
Service
15%
Price
Price
11%
Price
11%
24%
Service
18%
Food and
beverages
Service
21%
74%
Food and
beverages
Food and
beverages
58%
68%
Price
Price
17%
Service
15%
21%
Service
10%
Food and
beverages
73%
Food and
beverages
64%