McDonald's still favorite option for Singaporeans, study claims
New research from Blis revealed that loyalty to a single franchise is rare in the Lion City.
McDonald’s remains the favorite option for Singaporeans, who are 38% more likely to visit multiple fast food chains than American, Australian and British consumers.
In a new research series from Blis, local hawker-style franchises are Singapore’s second
favourite option behind the fast food giant. Traditional QSRs in the Lion City also benefit from having menu options that appeal across different meal times and types.
However, Singapore-based QSRs have an average exclusivity (single loyalty to a QSR) of 26%, compared to an average exclusivity of 57% in the US, 50% in Australia, and 33% in the UK.
The research, called "Real-world intelligence: how the world eats", examined the behaviours of more than four million mobile device signals seen in McDonald’s, Burger King, Subway, KFC and Domino’s in Singapore, Australia, the UK and the US.
“Today’s consumers live in a post-truth world. From high-profile political campaigns to social media posts – what we say and share with the world is not always a reflection of our actual lives. For marketers and brands seeking to build consumer loyalty and engagement and to drive foot traffic and sales, it is a mistake to rely solely on these curated versions of consumers presented online,” Blis chief executive Greg Isbister said.
The research also indicated that the meal kit delivery market, which includes Uber Eats and Hello Fresh, is expected to double over the next five years, reaching US$14.1bn by 2024, whilst the on-demand delivery service market is also expected to grow from US$2.5bn in 2017 to US$8.94bn by 2025.
Blis drew data from more than 2.5 million consumers in 133,000 locations.
