BOULDER, Colo. – July 19, 2010 – With the dramatic impact of the Great Recession, many consumer-facing companies are working to regain consumer trust by investing in programs to increase customer satisfaction and loyalty. As evidence, Market Force Information, the world’s leading customer intelligence solutions company, today announced the addition of a wide range of new customers, as well as expanded business relationships with current customers spanning Retail, Grocery, Consumer Packaged Goods (CPG), Banking, Petro-Convenience, Telecom, Quick-Service and Family Casual Restaurant brands.

Market Force has won new business or worked in an expanded capacity with some of the best consumer companies in the world this year, including:  A&P Family of Supermarkets, Abercrombie & Fitch, B&H Foto & Electronics, Church’s Chicken, General Mills, Office Depot, Office Max, Panda Restaurant Group and Unilever.

Market Force counts more than 200 of the world’s largest consumer-facing companies as clients, and saw its business expand at more than a 20% clip in the first half of 2010 compared with the same time period last year.

The company provides a variety of customer intelligence solutions and analytics, from mystery shopping and customer feedback, to competitive price auditing and merchandising services – all designed to give its clients the intelligence they need to delight their customers and drive bottom-line results.

“We know our guests have many choices when it comes to eating out,” said Mel Deane, CEO, Church’s Chicken. “Our team is absolutely and fully committed to providing our guests an exceptional experience at Church’s Chicken restaurants. Market Force has been a great partner, and in a short amount of time working with them, we have seen a marked improvement in overall customer satisfaction.”

As companies invest in improving customer satisfaction, the need to obtain a consolidated, single view of their customers—gathered from customer feedback scores, operational store metrics, social media input and beyond—is becoming increasingly critical. That consolidated view, coupled with analytics and triggers to action, has become known in the industry as Customer Intelligence.

“Market Force is uniquely positioned to lead the Customer Intelligence solution space for consumer-serving companies,” said Market Force CEO, Karl Maier. “We enable these companies to see their stores through their customers’ eyes, so they can act quickly to assure consistently great performance in every restaurant, every branch, every store. There is a reason these are the best companies in their respective industries – they’re investing in their customer experience.”

About Market Force Information
Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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BOULDER, Colo., July 14, 2010 — There is substantial growth potential in the coffeehouse and snack chain segments, according to a new Restaurant Outlook survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions. The survey looked at consumer preferences and trends as they relate to patronizing coffeehouses and/or snack restaurants – businesses such as Starbucks, Dunkin’ Donuts and even McCafé, McDonald’s coffeehouse chain

According to the survey, most consumers visit a coffee shop around once a week, with 70% reporting that they go to coffeehouses or snack restaurants less than five times a month. That came as a surprise considering the popularity of coffee among all types of consumers these days. Many reported that they use time at a coffee or snack restaurant to reflect, or as an escape. That, coupled with the fact that just 4% of consumers reported trying a new coffeehouse or snack restaurant in the last 30 days, indicates big room for growth for chains that can entice consumers in the door.

Playing Favorites

When asked which coffeehouse or snack restaurants were their favorites, Starbucks was cited by 36%, decidedly more than any other restaurant or coffeehouse. Dunkin’ Donuts (28%) and Krispy Kreme (16%) ranked second and third, respectively, followed by Tim Hortons, Caribou Coffee, Seattle’s Best, McCafé, Peet’s Coffee & Tea, and The Coffee Bean and Tea Leaf. See Graph 1.

Graph 1: Favorite coffeehouse & snack restaurant by number of votes

However, when the number of locations is factored into the results, Krispy Kreme wins by a mile – earning 35% of the vote. See Graph 2. And, when just coffeehouses are considered (with snack restaurants such as Krispy Kreme removed from the equation), Peet’s Coffee & Tea and Caribou Coffee stand out as favorites. Even though Starbucks seems to be synonymous with coffee, it falls all the way to the bottom of the rankings — just above McCafé — when the results are indexed by number of stores. The chain’s sheer number of locations seemed to dilute all of the votes for Starbucks.

Graph 2: Favorite coffeehouse & snack restaurant indexed by store count

Taste Outweighs All Other Factors

So Krispy Kreme has a cult following—who doesn’t love their doughnuts? But are their doughnuts the reason why the restaurant is so adored by consumers? In a word, yes. It’s all about the quality and taste of the food—especially taste, as the survey uncovered. Krispy Kreme outscored competing coffee shops and snack chains on eight of 10 attributes (attributes included Quality of Food, Taste of Food/Coffee, Speed of Service, Friendly Service, Cleanliness, Atmosphere, Accommodating, Overall Value, Healthy Choices, Green/Sustainability) and was off the charts for taste. All other competitors clustered together with virtually no differentiation. See Graph 3.

Graph 3: Coffeehouses & snack restaurants scored by attributes.

Consumers View Coffeehouses as an Escape

Coffeehouses/snack restaurants differ from two other categories that were also examined in this survey – quick-service restaurants (QSR) and casual dining establishments. This category is strikingly different from the others on two fronts. First, it had much fewer new trials. Only 4% of consumers said they tried a new national or regional brand in the last 30 days, whereas one in three tried a new QSR during that period. Second, this category had the most consumers who said they visited the establishment because they were seeking some alone time. That has some great implications for marketing around factors such as stress relief, time out and indulgence.

The desire to be with friends was not a hugely popular reason for consumers frequenting coffeehouses, with only 18% citing it. Instead, 42% say they go there when they are pressed for time. Visiting a coffeehouse/snack restaurant appears to be more “all about me.” When consumers need some time alone, are in a hurry, too tired to cook, etc., the coffeehouse/snack restaurant is the immediate answer. See Graph 4.

Graph 4: Reasons for visiting coffeehouse or snack restaurant.

Coffee Drinkers Stimulated to Try Starbucks

Only 4% of consumers said they tried a new national or regional coffeehouse/snack restaurant in the last 30 days. Of those, 38% are experimenters who said they tried more than one.

So which brands fared the best among that group? Here is where Starbucks rose to the top, with more consumers (16%) saying they tried a Starbucks for the first time more than any other coffee or snack shop. It is intriguing that an established brand like Starbucks would still be experiencing so many new trials.

Unlike with QSRs and casual dining establishments, recommendations from friends is less important in driving new trials than driving by the location—perhaps because this category represents that need for alone time for consumers. Traditional advertising drives few trials, and promotions drove about 11%, which is on the order of what was found with QSR and casual dining trials.

The study also found that seven in 10 new trials delivered on their promise. About two-thirds of consumers reported having a “GREAT” experience at a new coffeehouse or snack restaurant. The remaining one third of new trial experiences either were rated either just “OK” or “BAD.” So, the opportunity to delight new customers exists in this category and can make the difference between true growth for a brand and just maintaining the status quo.

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. The pool of 4,600 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 60% reporting incomes of more than $50,000 a year. Eighty percent work full or part time. Seventy-six percent were women – the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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BOULDER, Colo., June 28, 2010 — Consumer confidence is on the rise when it comes to eating out, according to a new survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions. The survey looked at dining preferences and trends, and indicated a much more robust picture of consumer confidence than was evident six months ago.

In December of 2009, just 5% of consumers said that they expected to eat out more in the coming months, while more than half said they were fearful of the economy and expected to eat out less than they had in prior months. That picture changed dramatically over the past six months, with the figures more than reversing. Today, one in four consumers expect to eat out more this summer, and just 8% remained pessimistic about dining out.  Sixty-seven percent expect their eating out patterns to remain the same. See Graph 1. These findings bode well for the restaurant industry.

Graph 1: How Often Consumers Plan to Eat Out—August 2010

Everyone’s a [food] critic

The survey also looked at social media trends and how they are influencing restaurant choices. In the past 30 days, almost one in two consumers had read an online review, blog or tweet about a restaurant to get a recommendation, and 13% had posted an online review after dining out. This further substantiates that consumers are the new “media” and that they are turning to social media to gather and share information and opinions on dining establishments. It also points to how crucial each customer interaction is to the success of restaurants.

“One of the most interesting findings from this survey was that a ‘Very Satisfied’ customer—one that gives a five out of a five rating—is three times more likely to recommend a restaurant (both on- and off-line) to a friend than a merely ‘Satisfied’ customer—a four out of five,” said Janet Eden-Harris, chief marketing officer for Market Force Information.” Because of the long-term effects that recommendations have on a restaurant’s reputation, a one point disparity in a rating scale can spell the difference between real sales growth and a stagnant business.”

Watching what we eat

Not surprisingly, the survey also revealed that consumers are paying more attention to what they are eating and the food choices they are making. Almost half of consumers indicated that it’s extremely important for restaurants to provide nutrition and calorie information, and about a third said they want portion control. This points to consumers actively thinking about how to make healthy choices in restaurants. However, the use of organically and/or locally grown foods fell further down the list of important factors compared to six months ago. See Graph 2.

Graph 2: Restaurant Trends Ranked by Importance

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. The pool of 4,600 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 60% reporting incomes of more than $50,000 a year. Eighty percent work full or part time. Seventy-six percent were women – the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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BOULDER, Colo., June 23, 2010 — Five Guys Burgers and Fries is consumers’ favorite quick-service restaurant (QSR)/fast casual restaurant, according to a new survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions. Panera Bread ranked as the second favorite, followed by Chick-fil-A and then Chipotle.

The survey examined which restaurants consumers prefer and why, and what’s in store for the restaurant industry. It was conducted last month among Market Force’s network of 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. More than 5,000 consumers responded.

Panera netted most votes, but Five Guys No. 1 when number of restaurants was considered

When the consumers were shown a list of the country’s 52 top franchise QSRs* and asked to select their single favorite, Panera received the highest response, earning 10% of the vote. Subway and Chick-fil-A tied for second place with 8%, McDonald’s was third with 7% and Five Guys received 6% to come in fourth. See Graph 1. This was a marked shift from six months ago when Chick-fil-A and McDonald’s tied for favorite QSR/fast casual restaurant.

Graph 1: Favorite QSR/Fast Casual Restaurant Ranked by Number of Votes

However, these results only told part of the story. While Panera has more than 1,300 locations in the United States, Five Guys has less than half that number. Since consumers are only likely to vote for restaurants they visit, Market Force indexed the results to account for the number of restaurants to see which chains would dominate. When this component was factored in, Five Guys was a clear leader with 22% of the votes, Panera dropped to second with 15% and Chick-fil-A received 11% to rank third. See Graph 2.

Graph 2: Favorite QSR/Fast Casual Restaurant Indexed by Location Count

It was not difficult to understand why Five Guys fared so well with consumers. When the respondents were asked to score these same restaurant chains for characteristics they appreciate most, Five Guys scored highest in 8 out of 10 categories, including quality of food, friendly service and cleanliness. Panera bested Five Guys in the healthy choices and green/sustainable categories.

Which Restaurant Won on New Trials?
With 60% of respondents reporting that they eat at a QSR or fast casual restaurant five or more times per month, there is a lot of opportunity to capture wallet share. Consumers are experimenting with new restaurants too. Three in 10 had tried a QSR/fast casual restaurant in the last 30 days, and Five Guys was the most trialed restaurant. Sonic received the next highest number of mentions and Chipotle, Smashburger and Panda Express tied for third. See Graph 3. But, those who tried new places were not entirely satisfied. Only 64% said their experience was great, while a third said it was just okay or bad.

Graph 3: QSR/Fast Casual Restaurants Trialed Most

“With consumers trying new options with some frequency, quick serve and fast casual restaurants can’t afford to make operational missteps that taint the customer experience,” said Janet Eden-Harris, chief marketing officer for Market Force. “There’s a direct correlation between how satisfied a customer is and how much they spend, so delighting the customer can go all the way to the bottom line.”

Advertising was not the main reason behind the experimentation. In fact, less than 5% said they tried a new restaurant because of an advertisement. Most – approximately 30% – were prompted to try a new place by a friend’s recommendation. Around 28% said they drove by a restaurant and decided to try it.

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 consumers. The pool of 5,000 respondents ranged in age from 18 to 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than $50,000 a year. Seventy six percent were women, the primary household consumer purchasers. Half of the participants said they have children at home.

These survey insights and others will be presented during a restaurant industry webinar today at 1:00 p.m. EDT. To join the free webinar, visit: http://www.marketforce.com/category/conferences-events

About Market Force Information
Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.

* List of 52 obtained from QSR Magazine; included all with 4% or more responses