Almost half of Nando’s customers are Gen Y, compared with only around 3 in 10 at McDonald’s. 1 in 4 people in Red Rooster are Baby Boomers or older and just over 1 in 10 are Gen Z. And despite its elder members nearing 50, Gen X remains overrepresented at KFC and Hungry Jacks.
The latest data from Roy Morgan Research shows some notable differences in the composition of patrons at these fast food restaurants: 69% of customers at Nando’s are either Gen Y or Gen Z—a considerably higher proportion than is found at Hungry Jacks (50%), KFC (47%), McDonald’s (46%) or Red Rooster (45%).
At 25% of the nation, Gen Y is over-represented at each of these fast food outlets—but almost doubly so at Nando’s. Red Rooster is more Gen Y heavy than both KFC and McDonalds, but their successors Gen Z are less likely to be found inside one than out.
Proportion of customers (last 4 weeks) by Generation
Source: Roy Morgan Single Source (Australia), Oct 2012 – Sep 2013, sample n = 19,585
Warren Reid, Group Account Manager, Roy Morgan Research, says:
“Nando’s is clearly distinguished by its skew toward Generations Y and Z, with a 19% point lead over nearest competitor Hungry Jacks in the proportion of its customer base from these groups.
“Nando’s risqué marketing campaigns clearly resonate with young Australians, and they support this with cleverly positioned stores in metro areas and around campuses to best serve this target market.
“Securing loyalty among younger people is a potentially winning strategy, and Nando’s will be aiming to maintain this customer base as they grow older and visit as a family rather than a group of friends.
“The value of long-term family loyalty is evident in the continued over-representation of Generation X in the fast food restaurants they grew up with.
“According to Roy Morgan’s new psychographic classification system Helix Personas, ‘Social Academics’ (209) in the Metrotech community are the most likely persona to visit Nando’s. This group comprises many young students, renting in the city with housemates, interested in socialising, technology and their health.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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