Report is first in research series that will form the cornerstone of Blis’ evolution to delivering real-world intelligence that provides real, actionable insights for businesses to deeply understand their customers
Blis, the global leader in real-world intelligence, launched the first of its quarterly insights series, ‘Real-world intelligence: how the world eats’. The series, powered by the Blis Smart Platform, examines the patterns of behaviour from over 2.5 million consumers in 133,000 locations globally.
The ‘How the world eats’ report analyses 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. Blis’ global insights on quick service restaurants (QSR) reveal that exclusivity to individual restaurants differs dramatically across the world, with US consumers demonstrating highest loyalty to their favourite food outlets than elsewhere. American consumers were also found to be 70% more likely than British diners to visit a QSR brand exclusively, while Australians are twice as likely to be loyal to their favourite fast food joints as Singaporeans.
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Cultural idiosyncrasies abound. Almost half (40%) of Brits will plump for a traditional sandwich over fast-food options, giving global QSR brands a run for their money as their biggest competitive segment in the country. And the Australian cliche is to “throw a shrimp on the barbie”, but the truth is, Aussies love a burger almost as much as Americans! These two countries had the highest foot traffic to burger QSRs – 39% of American diners and 28% of Australians.
Greg Isbister, CEO of Blis, explained: “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.”
“Someone sitting in a McDonald’s might Instagram the healthy salad they ordered, while tucking into a large order of fries off camera. Turning often-inaccurate location data into accurate real-world intelligence gives our clients access to valuable consumer insights previously unavailable to them.”
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The broader ‘How the world…’ series will serve as the cornerstone of the 15 year-old company’s evolution towards real-world intelligence, based on the analysis of vast quantities of mobile location data. This delivers the truth about what consumers actually do on a daily basis giving clients a full and accurate picture of their audience. The reports will document actual consumer behaviours in sectors such as retail and travel, providing real, actionable insights for marketers and brands looking to deliver mass personalisation at scale.
Isbister concludes: “The concept of dining is changing worldwide, as more people rely on food prepared outside the home, and it’s more important than ever for brands to understand how people around the world eat day-to-day. Real-world intelligence helps fast-food retailers, and brands across every vertical, understand global trends and inform business and marketing strategies to stay relevant to their customers and drive return on investment.”
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