Original article by Roy Morgan
Market Research Update – Page: Online : 12-Feb-20
Crust Pizza is Australia’s leading premium brand in the Quick Service Restaurant category, according to the Roy Morgan Research Institute. By applying a premium lens to our deep data, we see that while 10 million Australian consumers are making do in an ever more commoditised economic ‘slow lane’, there are over 4.7 million premium consumers setting the pace in the fast lane – the NEOs. These premium consumers are big spenders in any economic cycle – right now, 91 per cent of them are in the top third of elective spenders in the economy. NEO consumers spend more than, and more frequently than, anyone else. In-depth analysis of these premium consumers by Roy Morgan has been able to identify four quick service restaurant brands that are attracting a disproportionate share of NEOs through the door. The top-4 quick service restaurants with the highest proportion of these premium customers are Crust Pizza, Guzman y Gomez, Grill’d and Mad Mex. Roy Morgan conducted in-depth face-to-face interviews in the homes of over 50,000 Australians per year for each of the last five years to determine which leading quick service restaurant brands attract Australia’s premium consumers.
ROY MORGAN LIMITED, CRUST GOURMET PIZZA BAR PTY LTD, GUZMAN Y GOMEZ PTY LTD, GRILL’D PTY LTD, MAD MEX