CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:Applebee’s

in

BrazilConsumer

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

Applebee’s

performance

intherestaurant

chainmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202476%

of

Applebee’s

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Applebee’s

brandingresonates

more

with

Millennials

?Applebee’s

ranksoutsidetheTop10

inawarenesswithin

the

restaurant

chainmarket?Applebee’s

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Applebee’s

is25%?Applebee’s

ranksoutsidetheTop10

inusage?Among

Applebee’s

enthusiasts,56%

fallunderthehigh-income

category?Interms

of

loyalty,Applebee’s

isoutsidetheTop10

in?Consumers

want

theirrestaurant

chainbrandstohavehonesty

/trustworthiness,

reliability,

andauthenticityBrazil?Applebee’s

hasascore

of

14%

for

media

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

Applebee’s

at

76%Brand

profile:

snapshotBrand

performance

of

Applebee’s

inBrazil76%29%25%15%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=366,

respondents

who

know

the

individual

brand

(popularity),

n=366,

respondentswho

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=366,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Applebee’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeApplebee’s

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatApplebee’s

islikedby2%

ofBaby

boomers

and

32%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

28%,

respectively.38%32%30%28%ForMillennials

andGen

Z,

49%

and

17%

feel

positivelytowards

Applebee’s,

versus

38%

and

30%.

Socurrently,forApplebee’s,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.17%3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:n=92,

Applebee’s

enthusiast,

n=1,173,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Applebee’s

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Applebee’s

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Applebee’s

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.46%54%54%

ofmen

likeApplebee’s

compared

to46%

ofwomen,

whereas

fortheoverallindustry,52%

of

women

userestaurantchainscompared

to

48%

of

men.52%48%93%88%7%

of

Applebee’s

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=92,

Applebee’senthusiast,

n=1,173,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Applebee’s

enthusiasts,

56%

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.4%8%Single37%14%13%CoupleSingleparentNuclear56%

ofApplebee’s

enthusiastsare

fromhigh-income

households.Applebee’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

42%

of

Applebee’senthusiastshavethiscurrent

livingsituation.57%10%9%42%34%33%31%Multi-generational19%13%10%15%23%ExtendedOther24%1%2%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=92,

Applebee’s

enthusiast,

n=1,173,

restaurant

chain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

honesty

/trustworthiness,

reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Applebee’s

users

alsoappreciate

thesekey

attributes,indicating

Applebee’sexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatApplebee’s

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityApplebee’s

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=54,

Applebee’s

users’,n=92,Applebee’s

enthusiast,

n=1,173,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Applebee’s

fans,

55%

state

that

they

get

excited

about

restaurant

chainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?55%53%53%44%42%40%39%34%32%30%26%24%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=92,

Applebee’s

enthusiast,

n=1,173,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.1176%

of

Applebee’s

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinBrazil

is68%.

Awareness

ofApplebee’s,

however,

isat28%.Awareness25%

ofBrazilian

restaurant

chainuserssay

theylikeApplebee’s,

compared

toanindustryaverage

brandpopularity

of42%.15%

ofindustryusers

inBrazil

saythey

useApplebee’s,

withtheaverage

usageof

abrandat32%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

83%.Applebee’s

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

25%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=366,

respondents

who

know

the

individual

brand

(popularity),

n=366,

respondentswho

know

the

individual

brand

(usage),

n=54,

respondents

who

have

used

the

individual

brand

(loyalty),

n=366,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Applebee’sranks

outside

the

Top

10

in

awareness

within

the

restaurant

chainmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofApplebee’sRank#

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's98%96%95%94%93%90%81%77%75%73%2Burger

KingBob's29%34Habib's5SubwayUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Giraffas7PizzaHutStarbucksDomino's

PizzaOutback71%8Outofallrespondents,

28%

were

aware

of

Applebee’s.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

Applebee’s

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofApplebee’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's71%70%57%53%52%51%45%45%45%42%2Burger

KingSubway25%34OutbackOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Applebee’s.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5Habib's6Bob's7Casa

doP?odeQueijoPizzaHutKFC75%89PopularityN/A10Starbucks14

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=366,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Applebee’sranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofApplebee’sRank#

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?”.1Burger

King15%2McDonald'sSubway65%346%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

Applebee’s.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Bob's43%5Habib's39%6Outback35%7KFC34%8Casa

doP?odeQueijoGiraffas31%85%931%UsageN/A10Domino's

Pizza30%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=366,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Applebee’s

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofApplebee’s

consumersRank#

BrandLoyalty

%90%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.1Outback24%2McDonald'sBurger

KingKFC89%388%487%5Subway87%6PizzaHutStarbucksSpoleto86%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.785%76%884%9Habib's82%Outofrespondents

whohaveused

Applebee’s,

76%saidthey

would

usethebrand

again.10Casa

doP?odeQueijo82%LoyaltyN/A16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=54,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Applebee’s

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofApplebee’sRank#

BrandBuzz%68%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McDonald's14%2Burger

KingBob's62%337%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutApplebee’s

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Subway34%5Habib's32%6OutbackGiraffasKFC29%727%826%86%9StarbucksDomino's

Pizza24%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=366,

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

andunlocknewgrowthopportunit