Comparing Multiple Conversion Metrics

The small multiples of pyramid charts shown below show the funnel stages and conversion rates for our fast food restaurant data for four different metrics.

• Arnold’s is clearly the benchmark brand – its awareness and penetration (ever purchased) levels are near complete and over half the available population would consider using it. If we were advising this brand, it would be to maintain its key strengths and nullify or cover any competitive threats to them.
• Southern Fried Chicken is the number two brand. It does an OK job relative to Arnold’s in the first two conversions but is doing much worse in terms of conversion from Consider to Most recent order. This tells us that Southern Fried Chicken needs to focus on increasing the frequency of consumption among people that like the restaurant.
• Burger Chef, our client, is largely in the same position as Southern Fried Chicken. Its conversion to Consider is a bit lower, which is in line with double jeopardy. Where it struggles relative to Arnold’s is the conversion to Most recent order. Burger Chef needs to focus on increasing this. The next three analysis frameworks will help work out how to do this.
• Relative to the category, Burger Shack is doing well in terms of converting trial (ever purchased) to consideration, suggesting that they provide a good experience, which is consistent with what we saw in the Competitive Market Structure Analysis, it is low in awareness as well as the conversion from aware to ever purchased. This suggests it needs to build its proposition, making the brand and what it stands for known to a wider audience (at the same time as building distribution).
• Ma’s burgers have a terrible conversion from Ever purchased to Consider, suggesting that it’s failing to deliver on its core promises.
• Nuovo Burger does well on all the conversions and seems to be a brand that can grow rapidly with more investment.