CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:BrewDog

in

the

United

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

BrewDog’s

performance

intherestaurant

chainmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202466%

of

BrewDog

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??BrewDog’s

branding

resonates

more

with

Millennials

?BrewDog

ranksoutsidethe

Top

10

inawarenesswithin

the

restaurant

chainmarket?BrewDog

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

BrewDog

is17%?BrewDog

ranksoutsidethe

Top

10

inusage?Among

BrewDog

enthusiasts,44%

fallunderthehigh-income

category?Interms

of

loyalty,BrewDog

isoutsidetheTop10

in?Consumers

want

theirrestaurant

chainbrandstohavefriendliness,

reliability,

and

honesty

/trustworthinessthe

United

Kingdom?BrewDog

hasascore

of12%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

BrewDog

at

66%Brand

profile:

snapshotBrand

performance

of

BrewDog

intheUnited

Kingdom66%57%17%12%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=706,

respondents

who

know

the

individual

brand

(popularity),

n=706,

respondentswho

know

the

individual

brand

(usage),

n=86,

respondents

who

have

used

the

individual

brand

(loyalty),

n=706,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BrewDog’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBrewDog

by

generation

versus

theshareof

industryusers

ingeneral,

we

cansee

thatBrewDog

islikedby6%

ofBaby

boomers

and25%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

30%,

respectively.34%30%27%25%24%ForMillennials

andGen

Z,

45%

and

24%

feel

positivelytowards

BrewDog,

versus

34%

and27%.

Socurrently,forBrewDog,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.10%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=122,

BrewDog

enthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024BrewDog

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

BrewDog

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BrewDog

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%59%

ofmen

likeBrewDog

compared

to41%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

userestaurantchainscompared

to

49%

of

men.51%49%88%88%9%

of

BrewDog

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=122,

BrewDogenthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

BrewDog

enthusiasts,

44%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%20%Single35%19%19%44%CoupleSingleparentNuclear44%

ofBrewDog

enthusiastsare

fromhigh-income

households.BrewDog’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

32%

of

BrewDogenthusiastshavethiscurrent

livingsituation.13%12%32%29%34%31%38%Multi-generational3%3%13%14%ExtendedOther18%2%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=122,

BrewDog

enthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

friendliness,

reliability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arefriendliness,

reliability,

and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%BrewDog

users

alsoappreciate

these

keyattributes,indicating

BrewDog

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatBrewDog

enthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityBrewDog

should

work

on

promotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

restaurantchains,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=86,

BrewDog

users’,n=122,

BrewDogenthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

BrewDog

fans,

42%

state

that

they

get

excited

about

restaurant

chainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?44%43%42%38%36%36%30%27%24%24%21%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

restaurant

chains

topicsrelating

torestaurant

chainsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=122,

BrewDog

enthusiast,

n=1,166,restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1166%

of

BrewDog

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinthe

United

Kingdomis80%.Awareness

ofBrewDog,

however,

isat56%.Awareness17%

ofUK

restaurant

chainusers

say

theylikeBrewDog,

compared

toanindustryaverage

brandpopularity

of34%.12%

ofindustryusers

intheUnitedKingdomsaytheyuseBrewDog,

withtheaverage

usageof

abrandat25%.BuzzPopularity66%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.BrewDog

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=706,

respondents

who

know

the

individual

brand

(popularity),

n=706,

respondentswho

know

the

individual

brand

(usage),

n=86,

respondents

who

have

used

the

individual

brand

(loyalty),

n=706,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BrewDog

ranks

outside

the

Top

10

in

awareness

within

the

restaurant

chainmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBrewDogRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1McDonald's97%96%96%95%95%93%91%88%80%80%2Burger

KingKFC34Domino's

PizzaSubway43%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.57%6PizzaHut7Nando's8PizzaExpressWetherspoonsFrankie

&Benny'sOutofallrespondents,

56%

were

aware

of

BrewDog.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

BrewDog

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBrewDogRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's63%52%47%45%40%39%39%36%36%34%17%2KFC3Burger

KingDomino's

PizzaWetherspoonsSubway4Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

BrewDog.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567Nando's8Five

GuysPizzaHut83%9PopularityN/A10Toby

Carvery14

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=706,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BrewDog

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBrewDogRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1McDonald's12%2KFC47%3Domino's

PizzaBurger

KingWetherspoonsSubway38%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

BrewDog.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.437%536%630%7Nando's28%8Five

GuysPizzaHut26%88%922%UsageN/A10Toby

Carvery20%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=706,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

BrewDog

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBrewDog’s

consumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nando's2WetherspoonsMcDonald'sKFC88%34%387%487%5Toby

CarverySubway86%686%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.66%PizzaHut85%78PizzaExpressTaco

Bell85%984%Outofrespondents

whohaveused

BrewDog,

66%saidthey

would

usethebrand

again.LoyaltyN/A10Wagamama82%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=86,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024BrewDog

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBrewDogRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McDonald's12%2Domino's

PizzaKFC32%331%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutBrewDog

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Burger

KingSubway27%517%6Five

Guys13%7PizzaHut12%8Dunkin'

DonutsFranco

MancaNando's12%88%912%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=706,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities