Infographics – GroundTruth

Visitation Insights from the Mother’s Day and Father’s Day Seasons

Lily Yan — Thu, 15 Feb 2024 13:21:00 +0000

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GroundTruth Infographic — Summer 2023 Look Back

gunnarthompson — Wed, 14 Feb 2024 13:00:00 +0000

Dive into strategy and planning for your brand with GroundTruth's
summer-exclusive insights! This infographic recaps 2023's trends, highlights upcoming opportunities, and can help you in positioning your brand for success this summer.

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GroundTruth Insights Spotlight: In a Struggling Economy QSRs can Benefit from Understanding Real-World Behavior

Nicole Genchur — Thu, 10 Nov 2022 10:42:00 +0000

Summer and Fall have come and gone. So now that we’re entering Winter, and slipping deeper into an inflation-induced spending deficit, deal seekers are emerging at a time when consumers are looking to save wherever they can.

The impact of this shift is that loyalty is becoming harder and harder to come by for QSRs when consumers are shifting their buying from experience buying to more of a savings approach. So what brands are QSR restaurant patrons going to and which competitors are they switching to? What audience “type” do these customers fall into?

In the latest QSR Insights Spotlight, we highlight the trends surrounding QSR switchers and the impact they are having on major QSR brands. In our analysis, we see customers are switching their loyalties based on a few key factors: inflation increasing the cost of goods, a general weariness of recession warnings, and a preference for summer favorites such as tacos and sandwiches, and more.

GroundTruth observed visits to over 30 top QSR brands to demonstrate how real-world behavior can help predict marketing trends, inform strategic business decisions, and provide insights into brand loyalty and new customer growth opportunities.

Important insights for marketers:

15% of Chick-Fil-A customers switched to Burger King, while only 4% of Wendy’s customers switched to Burger King
McDonald’s and Chick-Fil-A audiences are both more likely than average to be seen at Grocery and Convenience stores
McDonalds has seen a strong increase of patronage from the Working Moms and Beach Lovers audiences

Our Insight Team’s findings showcase how location insights help predict valuable customer trends, inform strategic business decisions, and provide insights into brand reach and growth opportunities.

Down in the dumps about the lack of QSR loyalty? Here are a few ways QSR marketers can win back customers who are moonlighting with competitor brands:

Drive traffic during specific dayparts – Increase traffic to your locations during specific mealtimes.
Target value customers – Reach budget conscious customers with special offers, coupons and more.
Promote new limited-time offers (LTOs), especially during the holidays – Drive awareness of LTOs and steal share from key competitors by reaching Competitive Loyalists.
Understand brand overlap & churn – Understanding the invisible “competitor” presents a tremendous opportunity to slow churn and drive new loyal customer growth.

For more foot traffic stats and consumer trends, check out our latest Lean: Insights Reports to uplevel your marketing and branding strategies. Want more QSR Insights? Check out our latest QSR Insights Brief.

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Holiday Insights Spotlight

Lily Yan — Tue, 01 Nov 2022 09:29:00 +0000

GroundTruth’s location insights can help predict valuable consumer trends, inform strategic opportunities, and provide insights into the 2022 holiday season.

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Halloween Insights Spotlight

Lily Yan — Fri, 09 Sep 2022 09:00:00 +0000

GroundTruth observed key visitation patterns to various Halloween-related locations in the weeks and months leading up to Halloween. These location insights can help predict valuable consumer trends, inform strategic opportunities, and provide a deeper dive into the 2022 Halloween season.

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Summer Essentials

Marketing — Wed, 16 Jun 2021 12:00:19 +0000

This year’s Memorial Day weekend marked a major milestone towards the nation’s reopening as 37 million people were estimated to have traveled 50 miles or more from home this holiday. That’s a 60% increase from last year.

Many states headed into the popular holiday with high vaccination rates and low COVID-19 case counts. With lots of pent-up excitement towards getting back to normalcy and spending time with family and friends, we’ve identified the categories that had the largest share of foot traffic and the lowest this past Memorial Day. From the top foot traffic categories by region to the most trafficked airports, we break out each to help brands get a pulse on trending consumer behaviors and preferences as we head into the summer season.

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What Would You Do for Love?

Nicole Genchur — Fri, 14 Feb 2020 14:18:19 +0000

According to the National Retail Federation (NRF) it will be a record year for Valentine’s Day spending which is expected to total $27.4 billion. This past year, as consumers scrambled to find the perfect gift or find a table at their favorite restaurant, what locations saw the largest influx of customers on the day of and as the big day approached?

We took a glance at some of the shopper trends and unique consumer visits to various locations on the day of, and leading up, to Valentine’s Day 2019, and decided to share a small taste of what we found.

Couples can’t resist Red Lobster on Valentine’s Day as the restaurant saw an increase of 86% above average foot traffic. (Up from 76% in 2018!)

Dining out on Valentine’s Day continues to see the largest increase in popularity with fine dining restaurants seeing an increase of 49% above average foot traffic, compared to Casual Dining restaurants with an uptick of 22%.

Some shoppers looking to splurge more on their love visited jewelry stores the Saturday before Valentine’s Day. Jewelry stores saw a significant uptick with 69% above average foot traffic.

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What Do the Reputation and Warped Tour Have in Common? Location Data Reveals the Answer

Nicole Genchur — Thu, 25 Oct 2018 13:30:45 +0000

Many of our favorite musicians hit the road this summer and fall with major concert tours and it got us thinking about some important questions. Are country music fans really starting to cross over or do they stick to their genre? Which musician’s fans were most likely to come out for the final Warped Tour? Did T Swift fans boycott Harry Styles? GroundTruth observed foot traffic to the biggest concert tours this year to test fan loyalty and look for unusual overlaps in audiences.

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The Great Debate: Sonoma or Napa County?

Nicole Genchur — Tue, 18 Sep 2018 14:00:33 +0000

While Sonoma County has lived in the shadow of Napa County’s trendy wineries and restaurants for years, it’s gained popularity recently thanks to it’s casual, local vibes and affordable prices.

See how these two rivals measure up in foot traffic data, and we’ll let you choose sides.

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US Open: Serving Up Insights Around NYC’s Big Tennis Event

Nicole Genchur — Mon, 27 Aug 2018 14:49:18 +0000

The US Open Tennis Championships is one of the most heavily attended sporting events in the world. With nearly 700,000 attendees each year, it presents a prime opportunity for marketers to reach their audiences and promote their brand. Over the course of past tournaments, GroundTruth analyzed visitation to matches to learn which days drew in the biggest crowds, where those spectators were coming from, and where else they went.

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Cannes Lions 2018: Top Sessions and Soirées at Advertising’s Biggest Festival

Tue, 26 Jun 2018 14:29:35 +0000

The Cannes Lions International Festival of Creativity continues to evolve each year. While some companies will make predictions in the weeks leading up to it—nothing is ever a guarantee at Cannes. There’s one thing we know for certain, though, the people who flock to the French Riviera want to stay connected throughout the week, and they want to make the most of their time onsite.

With an even shorter festival this year, GroundTruth was up to the challenge to create a solution that tackled both of these needs. As the official sponsor of the festival Wi-Fi, we provided a reliable connection to over 16,000 delegates and supported a Wi-Fi integration, which generated a real-time heat map with trending locations. Now that the festival has come and gone, we’re recapping the week in the French Riviera based off of our foot traffic analysis.

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What People Say Vs. What They Actually Do

Marketing — Tue, 29 May 2018 16:38:09 +0000

Can you remember what stores you visited last Tuesday? Or what restaurants you frequented in the last month? Marketers currently rely on consumers to accurately report on their behaviors, but memory and opinion can often skew perception. With foot traffic location analysis, marketers gain a real-life and real-time understanding of how and where consumers spend their time. Offering marketers a deeper understanding of audiences, preferences and consumer lifestyle choices.

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