First Data Competitive Intelligence conducted a Fast Food (QSR) Gift Card Consumer Diary Study over a four-week period in the fall of 2008. This study resulted in several key findings including: QSR gift card users visit more often than non-users, spend nearly 30 percent more per month, and purchase a wider variety of menu items.
First Data Competitive Intelligence conducted the QSR Gift Card Consumer Diary Study with over 1,000 U.S. consumers from September 22 to November 2, 2008. All diary participants completed a daily diary over a four-week period summarizing their QSR visits. The study was implemented to monitor behavior related to QSR visits and gift card usage to determine the impact gift cards have on QSR consumers’ purchase behavior.
1. QSR Gift Card Users Visit QSRs More Often than Non-Users
Consumers who purchase and/or receive QSR gift cards typically visit a QSR 18 times per month compared to 14 times for non-users of QSR gift cards.
2. Gift Card Users Spend Nearly 30 percent More Per Month at QSRs
QSR gift card users typically spend an average of $144 per month at QSRs compared to $111 for non-users of QSR gift cards.
3. QSR Purchases Using Gift Cards Average $0.75 Less Per Transaction
The average QSR purchase amount using a gift card averages $7.41 (across all QSRs), compared to $8.16 for purchases made using other payment methods.
4. QSR Gift Card Users Purchase a Wider Variety of Menu Items
QSR gift card users purchase fewer lunch and dinner entrees, but more snacks and specialty drinks.