1. A&W Consumer Tracking Bigfoot 24
September 2009 Wave

2. Awareness Measures

3. BRAND: Awareness Trends
TOM unaided brand awareness of A&W continues on a positive trend.
Total unaided awareness levels for A&W have not taken the drop seen in previous September waves.
In fact, unaided burger QSR mentions is a point higher this wave then in June.

4. BRAND: Awareness Trends
A&W is the only QSR with positive trends on all awareness measures.
McDonald’s and KFC post negative trends on all measures of awareness.
Harvey’s is showing improvement on total awareness measures.

5. BRAND: Awareness Trends A&W
Unaided Awareness Trend (Shr Pt/yr)
A&W
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
0.6%
0.3%
-1.5%
1.5%
1.8%
-0.2%
-0.9%
1.3%
Burger FF
-2.0%
3.7%
-0.6%
3.1%
TOTAL
3.5%
3.3%
-0.3%
5.3%
7.6%
5.8%
2.3%
2.2%
-4.7%
6.3%
7.5%
6.0%
1.2%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
A&W shows an overall positive trend on all awareness measures.
Growth in TOM FF burger awareness is driven by improved scores among Boomers and in the West.
Boomers show strong trends on all measures.
Growth in Total FF burger awareness is strong in Atlantic and Ontario.

6. BRAND: Awareness Trends Burger King
Unaided Awareness Trend (Shr Pt/yr)
Burger King
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
0.1%
2.2%
-0.8%
-4.5%
0.9%
0.6%
Burger FF
-0.2%
-2.5%
1.8%
-0.3%
-2.7%
0.4%
TOTAL
0.0%
-0.1%
1.7%
-0.6%
-3.2%
0.7%
-1.9%
-2.6%
-1.3%
-1.7%
-3.3%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
Trends for Burger King are relatively flat.
Exceptions to this are seen in the Atlantic region for TOM FF awareness and in Ontario for TOM Burger FF awareness.

7. BRAND: Awareness Trends Subway
Unaided Awareness Trend (Shr Pt/yr)
Subway
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
0.5%
-0.1%
0.9%
-0.2%
0.2%
1.1%
Burger FF
0.0%
TOTAL
1.3%
0.6%
1.7%
2.1%
0.4%
0.7%
-0.4%
0.1%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
Trends for Subway are relatively flat.
Total FF awareness records the largest changes, at only the 1 to 2 point range.

8. BRAND: Awareness Trends Harvey’s
Unaided Awareness Trend (Shr Pt/yr)
Harvey's
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
-0.5%
0.3%
-0.9%
-0.1%
-2.7%
-0.6%
0.2%
Burger FF
-0.2%
-0.4%
0.7%
0.8%
-1.9%
0.5%
TOTAL
1.9%
5.3%
-2.0%
3.2%
-3.7%
1.3%
1.6%
1.5%
2.3%
4.4%
-0.3%
2.6%
-1.1%
2.2%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
Trends for Harvey’s TOM awareness show minor declines, while Total awareness trends have improved slightly.
The year group continue to be the strongest cohort for Harvey’s.
Ontario continues to weaken, with declining trends on all measures.

9. BRAND: Awareness Trends KFC
Unaided Awareness Trend (Shr Pt/yr)
KFC
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
-0.4%
-1.0%
-0.8%
0.1%
1.4%
-0.9%
Burger FF
-0.2%
-0.1%
0.2%
0.0%
-0.5%
-0.3%
TOTAL
-2.1%
-1.9%
-1.1%
-0.6%
-0.7%
-1.2%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
KFC continues to have slightly negative trends on all awareness measures.

10. BRAND: Awareness Trends McDonald’s
Unaided Awareness Trend (Shr Pt/yr)
McDonald's
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
0.2%
1.1%
0.8%
-0.5%
6.5%
2.0%
4.9%
-4.4%
Burger FF
-1.6%
0.0%
-3.4%
1.8%
1.3%
-0.4%
-4.1%
TOTAL
0.1%
1.0%
-1.2%
-0.3%
-0.1%
-1.4%
0.7%
-3.1%
3.5%
0.6%
-2.5%
-2.9%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
McDonald’s overall awareness is slightly negative.
Strongest trends are seen TOM FF awareness in Atlantic and Quebec.
The West shows weakening trends on all measures.

11. BRAND: Awareness Trends Dairy Queen
Unaided Awareness Trend (Shr Pt/yr)
Dairy Queen
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
0.2%
0.1%
0.0%
0.3%
0.4%
Burger FF
-0.3%
-0.6%
-0.2%
0.5%
-1.0%
TOTAL
1.4%
1.1%
1.5%
2.5%
1.8%
-0.4%
0.8%
-0.9%
3.5%
0.6%
-2.1%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
Dairy Queen’s awareness is rather flat.
Strongest trends are seen in the Atlantic region for Total FF Burger awareness.

12. BRAND: Awareness Trends Tim Horton’s
Unaided Awareness Trend (Shr Pt/yr)
Tim Horton's
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
-0.3%
0.8%
-1.5%
-0.6%
0.2%
-1.7%
-0.4%
Burger FF
0.0%
0.1%
-0.2%
TOTAL
1.5%
4.2%
-0.8%
0.3%
-1.1%
-2.8%
0.9%
4.0%
-0.1%
-0.5%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
Trends for Tim Horton’s continue to be rather flat for all measures.
Strongest trends are seen for Total FF awareness among those years, and in the West.
Total FF awareness levels show greatest decline in Ontario.

13. BRAND: Awareness Trends Wendy’s
Unaided Awareness Trend (Shr Pt/yr)
Wendy's
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
TOM FF
0.2%
0.8%
-0.3%
0.0%
-1.8%
3.5%
-0.5%
Burger FF
1.5%
-0.1%
-0.9%
-2.7%
1.7%
-0.2%
TOTAL
-0.4%
2.5%
-3.4%
-1.0%
2.4%
3.6%
-2.2%
-1.7%
-0.8%
2.1%
-1.9%
2.9%
0.9%
-1.4%
-2.0%
Jan08 through Sep09
Trends which “stand out” within their row and column are highlighted.
Overall, Wendy’s awareness remains relatively flat across all measures.
TOM levels are weakening in the Atlantic, while at the same time, Total levels are improving.
Ontario shows the greatest improvements, with positive trends on all measures.

14. All Trends: A&W
Most measures post declines this wave, yet at much lower levels than normally seen after the June peak.
Two measures show increases this wave: unaided FF burger awareness and Aided ad awareness.

15. All Trends: A&W
Measures split up for clarity.

16. Likely to Visit

17. Likely to Visit Next Month
Likely to visit next month scores for A&W continue to improve.
Seasonality of Dairy Queen is evident as expected visits declines after the summer peak. 17

18. Likely to Visit Next Month Change Summary
KFC, Harvey’s and A&W have the strongest improvements in likely to visit next month.

19. Best Tasting Burger

20. Burger Rankings Burgers are ranked on taste.
Ranking Table
A&W
Burger King
Harvey's
McDonald's
Wendy's
Dairy Queen
Ranked #1 (Best)
27%
13%
23%
15%
16% 5%
Ranked #2
24%
19%
11%
17%
10%
Ranked #3
20%
14%
18%
Ranked #4
Ranked #5
22%
Ranked #6 (Worst)
26% 9%
30%
Mean Rank
2.7
3.4
3.6
3.3
4.3
Q4.4a Based on your impressions, please rank these SIX fast food restaurants in terms of having the best tasting hamburger
Burgers are ranked on taste.
What’s the best way to summarize this information?
Percent Ranked #1 is often used; however, in this case it would significantly underestimate A&W with respect to Harvey’s (they have the similar Ranked #1 percentage, but A&W is much stronger in 2nd and 3rd place scores, while Harvey’s and Dairy Queen have a lot of 6th place (worst) scores.
Mean rank is a good summary, but the scores have a narrow range and are not intuitively meaningful.

21. Burger Rankings
Win-Lose Table
Winner
Loser
A&W
Burger King
Harvey's
McDonald's
Wendy's
Dairy Queen
38%
39%
36%
41%
20%
62%
47%
50%
35%
61%
53%
44%
64%
59%
30%
80%
65%
56%
70%
Rankings can be put into a Win-Lose table. For any pair of brands, the percentage of times that A wins over B (i.e. A is ranked as better than B) is tabulated.
For instance A&W ranks better than Burger King among 62% of respondents (and Burger King ranks better than A&W 38% of the time – these pairs will always add to 100%).
The information in this table can be simplified and summarized using Bradley-Terry scores.

22. Burger Rankings Bradley-Terry scores
Originally designed to summarize the strength of teams in a league, based on each team’s win-loss records against all the other teams. In this case, they summarize the strength of brands.
Each brand gets a score. For example, suppose brand A beats B 75% of the time (and B beats A 25% of the time).
Brand A might get a score of 30 and brand B a score of 10.
The scores are designed so that:
Percent of times that A beats B = 30 / (10+30) = 30 / 40 = 75% of the time
Percent of times that B beats A = 10 / (10+30) = 10 / 40 = 25% of the time
And the same works for all the other pairs of scores
Finally, we want the scores of all the brands to add to 100.
In other words: divide 100 points among the brands, in such a way that the ratio of points between any two brands is equal to the ratio of their chances of beating each other.
Scores cannot be assigned to perfectly represent the win-lose chances, but they can come close and help to greatly simplify they data.

23. Burger Rankings Bradley-Terry scores
The Bradley-Terry scores for the six brands are:
For example, this predicts that …
A&W would beat Wendy’s 27.1/( ) = 27.1/44.9 = 60% of the time (the actual number is 59%).
Harvey’s would beat Burger King 14.7/( ) = 47% (the actual number is 47%).
B-T Score
A&W
27.1
Wendy’s
17.8
Burger King
16.4
McDonald’s
15.2
Harvey’s
14.7
Dairy Queen
8.8

24. Burger Rankings A&W clearly dominates the burger rankings at 27.1.
Wendy’s, McDonald’s, Burger King and Harvey’sare average in the range.
Dairy Queen is substantially lower at 8.8.

25. Burger Rankings BT Scores by Subgroup
Total
18-34
35-44
45-59
Atlantic
Ontario
Quebec
West
A&W
27.1
25.6
23.3
29.7
23.4
17.1
19.5
34.9
Burger King
16.4
15.6
17.2
14.1
10.3
21.1
15.4
Harvey's
14.7
13.3
16.2
15.0
12.3
33.6
7.2
McDonald's
15.2
19.2
16.6
12.4
15.3
10.0
22.8
12.2
Wendy's
17.8
18.1
18.2
20.5
23.5
8.3
18.9
Dairy Queen
8.8
8.2
8.4
9.2
14.5
5.5
2.9
11.5
Top scores among each group are highlighted
A&W burgers score best among Boomers (45-59) and in the West.
A&W has the #1 score among all age groups (on a national basis).
A&W has the #1 score in the West and Atlantic regions, but has fallen to 3rd in Ontario and 4th in Quebec.

26. Burger Rankings BT Scores by Subgroup
The West and Boomers age continue to be the strongest groups for A&W.

27. Burger Rankings BT Scores by Subgroup
Burger Rankings: Top 3 Brands
BT Score
Total
18-34
35-44
45-59 #1
A&W
25.60
23.30
29.70 #2
Wendy's
17.80
McDonald's
19.20
18.20
17.20 #3
Burger King
16.40
18.10
Atlantic
Ontario
Quebec
West
23.40
Harvey's
33.60
34.90
20.50
23.50
22.80
28.90
15.30
17.10
21.10
15.40
A&W has the #1 score among all age groups (on a national basis).
A&W has the #1 score in the Atlantic region and the West, is third in Ontario, and has fallen into 4th in Quebec.

28. Burger Rankings BT Scores by Wave
Overall, burger positioning does not change much over time.
Over the last 9 waves, A&W has always lead, and despite posting a decline this wave, is trending upwards.
Among the other 4 main competitors (Dairy Queen is excluded from this analysis as they were a recent addition to the BTB question), Harvey’s and McDonald’s have slight upward trends, while Burger King and Wendy’s are trending downwards.

29. Advertising

30. Top 2-Box Ad Appeal
A&W ad appeal has softened slightly this wave, as have most QSR’s with the exception of DQ and Wendy’s.
Overall, Tim Horton’s continues to lead, but its advantage over A&W has decreased to a single point.

31. A&W Current Ads: Appeal
Both ads tested this wave are more appealing than the average A&W ad.
The English and French ads have equal top-2 box appeal, with the Quebec ad having a slight advantage in top-box appeal.

32. A&W Current Ads: Main Message
In English Canada, the main message of the new burger (the Cheddar Bacon Uncle Burger) is mentioned by nearly half of respondents.
In Quebec, where “Spilt Root Beer” was aired, the most mentioned main message item is that nothing else matters when eating a burger.

33. Environmental Responsibility (as seen by Boomers)

34. Best at Displaying Environmental Responsibility Among Boomers 45-59
Ranking Table
A&W
Burger King
Harvey's
Mc-Donald's
Wendy's
Dairy Queen
Ranked #1 (Best)
30% 6% 8%
34%
13% 9%
Ranked #2
25%
14%
11%
17%
21%
Ranked #3
20%
10%
12%
Ranked #4
19%
15%
24%
Ranked #5 5%
16%
Ranked #6 (Worst) 4%
35%
Mean Rank
2.55
3.88
4.37
2.95
3.27
3.97
McDonald’s has the highest #1 ranking score, 4 points ahead of A&W.
A&W leads in mean rank, just slightly ahead of McDonald’s.
Q10 Based on your impressions, please rank these SIX fast food restaurants in terms of being the best at demonstrating environmental responsibility.

35. Win-Lose Table for Environmental Responsibility Among Boomers 45-59
Winner
Loser
A&W
Burger King
Harvey's
McDonald's
Wendy's
Dairy Queen
31%
27%
51%
33%
22%
69%
43%
67%
54%
73%
57%
70%
60%
49%
30%
36%
28%
46%
40%
64%
78%
72%
A&W and McDonald’s fair the best in head-to-head comparison versus the other QSR chains.
McDonald’s holds a slight advantage over A&W in direct comparison.

36. Bradley-Terry Scores for Environmental Responsibility Among Boomers
When Bradley-Terry scores are calculated, A&W holds a slight advantage over McDonald’s for environmental responsibility within the Boomer segment.

37. Making Accomplishments in Environmental Leadership Among Boomers 45-59
McDonald’s and Tim Horton’s are felt to be taking the most action and making the most accomplishments towards environmental leadership.
Q10.1 Have you heard, seen, read or witnessed any actions or accomplishments regarding environmental leadership from each of these fast food restaurants?

38. A&W’s Environmental Actions/Accomplishments
Among those Boomers who claimed A&W had displayed environmental leadership, the use of environmentally friendly packaging is the most mentioned action.
Q10.2 You mentioned you have seen, read, heard or witnessed actions or accomplishments from A&W displaying environmental leadership. What can you recall about the actions or accomplishments?

39. Appendix Extra charts requested by David have been updated with Bigfoot 23 data

40. QSR with Best Tasting Burger English Canada
In English Canada, A&W has maintained the improvements recorded last wave, and remains over the 30% level, well ahead of Harvey’s and Wendy’s, the two closest competitors. %
% Ranked First for “Best Tasting Burger”
Q4.4 Based on your impressions, please rank these five fast food restaurants in terms of having the best tasting hamburger.

41. Total Unaided Brand Recall Montreal
Among the main QSR players, A&W and McDonald’s both post delines in Total Unaided Brand Awareness this period. Harvey’s posts a strong improvement, up 9 points versus the June wave. %
Q2.1 When you think of fast food restaurants, which come to mind?

42. QSR with Best Tasting Burger Montreal
A&W Best Tasting Burger scores in Montreal continue to improve. A&W has surpassed Burger King and now sits in third place for Best Tasting Burger in Montreal, behind Harvey’s and McDonald’s. %
% Ranked First for “Best Tasting Burger”
Q4.4 Based on your impressions, please rank these five fast food restaurants in terms of having the best tasting hamburger.