Singaporeans love McDonald’s but have no brand loyalty to fast-food chains

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Singaporeans are 38% more likely to visit multiple fast-food chains than Americans, Australians and British.

They also have the lowest rates of exclusivity to fast-food with an average of only 26% regularly go back to fast-food chains they previously visited.

It found that loyalty to a single franchise is rare in Singapore, with an average exclusivity of 26% across the major fast-food brands measured for this study. (when compared to an average exclusivity of 57% in the US, 50% in Australia, and 33% in the UK.).

McDonald’s remains the favourite of Singaporeans followed by local hawker-style franchises. Traditional fast-food restaurants in Singapore benefit from having menu options that appeal across different meal times and types.

The research, called “Real-world intelligence: how the world eats” analysed 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.

Greg Isbister, chief executive 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.”

The research also stated that the meal kit delivery market which includes the likes of Uber Eats and Hello Fresh is expected to double over the next five years, reaching $14.1bn by 2024, while the on-demand delivery service market is also expected to grow from $2.5bn in 2017 to $8.94bn by 2025.

It drew data from more than 2.5 million consumers in 133,000 locations.

The Drum recently spoke with Agatha Yap, senior director of marketing, menu and innovation, McDonald’s about the brand’s turnaround in Singapore.

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