CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:

ElPollo

Pepe

in

MexicoConsumer

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

ElPollo

Pepe’s

performance

inthe

restaurant

chain

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202468%

of

El

Pollo

Pepe

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??ElPolloPepe’s

brandingresonates

more

with

Gen

X?ElPolloPepe

ranksoutside

the

Top

10

inawarenesswithin

the

restaurant

chainmarket?ElPolloPepe

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

ElPolloPepe

is25%?ElPolloPepe

ranksoutside

the

Top

10

inusage?Among

ElPolloPepe

enthusiasts,49%

fallunderthehigh-income

category?Interms

of

loyalty,ElPollo

Pepeis

outsidethe

Top

10?Consumers

want

theirrestaurant

chainbrandstohavehonesty

/trustworthiness,

reliability,

andfriendlinessinMexico?ElPolloPepe

hasascore

of15%

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

El

Pollo

Pepe

at

68%Brand

profile:

snapshotBrand

performance

of

ElPollo

Pepe

inMexico68%37%25%19%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=460,

respondents

who

know

the

individual

brand

(popularity),

n=460,

respondentswho

know

the

individual

brand

(usage),

n=87,

respondents

who

have

used

the

individual

brand

(loyalty),

n=460,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Pollo

Pepe’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%37%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeElPollo

Pepebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatElPollo

Pepeislikedby3%of

Baby

boomers

and28%of

Gen

Xers,whereas

the

total

shareof

industryusersis3%

and24%,

respectively.30%28%24%ForMillennials

andGen

Z,

40%

and

30%

feel

positivelytowards

ElPollo

Pepe,versus

37%

and35%.

Socurrently,

forElPollo

Pepe,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=115,

ElPollo

Pepe

enthusiast,

n=1,214,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Pollo

Pepe

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

ElPollo

Pepeshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.4%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ElPolloPepe

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%

ofmen

likeElPollo

Pepecomparedto49%

of

women,

whereas

fortheoverall

industry,51%

ofwomen

userestaurant

chainscompared

to

49%

ofmen.51%49%92%91%4%

of

ElPolloPepe

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

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=115,

El

PolloPepe

enthusiast,

n=1,214,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

El

Pollo

Pepe

enthusiasts,

49%

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.5%Single7%36%13%14%CoupleSingleparentNuclear49%

ofEl

PolloPepe

enthusiastsarefrom

high-income

households.ElPollo

Pepe’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

43%

ofElPollo

Pepeenthusiastshavethiscurrentlivingsituation.49%4%8%43%34%32%32%25%Multi-generational8%10%24%24%ExtendedOther25%3%3%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=115,

El

PolloPepe

enthusiast,

n=1,214,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

honesty

/trustworthiness,

reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andfriendliness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%ElPollo

Pepeusers

alsoappreciate

thesekey

attributes,indicating

ElPollo

Pepeexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatElPolloPepeenthusiastsare

least

focused

on

areinclusiveness

and

boldness.ReliabilityExclusivityElPollo

Pepeshould

work

on

promotingcleverness

toconvert

enthusiastsintoowners.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=87,

El

Pollo

Pepe

users’,n=115,

El

Pollo

Pepe

enthusiast,

n=1,214,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

El

Pollo

Pepe

fans,

38%

state

that

they

get

excited

about

restaurantchainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?55%45%40%38%38%37%28%27%25%21%15%10%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=115,

El

Pollo

Pepeenthusiast,

n=1,214,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.1168%

of

El

Pollo

Pepe

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinMexico

is69%.

Awareness

ofElPollo

Pepe,however,

isat37%.Awareness25%

ofMexican

restaurant

chainusers

saytheylikeElPollo

Pepe,compared

to

anindustryaverage

brandpopularity

of46%.19%

ofindustryusers

inMexico

saythey

useElPolloPepe,

withtheaverage

usageof

abrandat35%.BuzzPopularity68%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.ElPollo

Pepehasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

34%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Restaurantchains

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=460,

respondents

who

know

the

individual

brand

(popularity),

n=460,

respondentswho

know

the

individual

brand

(usage),

n=87,

respondents

who

have

used

the

individual

brand

(loyalty),

n=460,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Pollo

Pepe

ranks

outside

the

Top

10

in

awareness

within

the

restaurant

chainmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEl

Pollo

PepeRank#

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.1KFC97%97%97%96%94%92%91%88%51%48%2McDonald'sDomino's

PizzaBurger

KingPizzaHutSubway337%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.663%7Carl's

Jr.8ElPolloFelizWendy'sOutofallrespondents,

37%

were

aware

of

ElPolloPepe.

Thisranksthemoutside

the

Top

10

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A10IHOP13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

El

Pollo

Pepe

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEl

Pollo

PepeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1KFC69%69%67%62%59%58%53%48%36%35%2Domino's

PizzaCarl's

Jr.25%34Burger

KingMcDonald'sPizzaHutOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

ElPollo

Pepe.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567Subway75%8ElPolloFelizTheCheesecake

FactoryIHOP9PopularityN/A1014

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=460,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Pollo

Pepe

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofEl

Pollo

PepeRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1KFC19%2Domino's

PizzaCarl's

Jr.62%352%Outofconsumers

who

knew

thebrand,

19%

saidtheyused

ElPolloPepe.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4Burger

King51%5McDonald's49%6Subway42%7ElPolloFelizPizzaHut40%840%81%9TheCheesecake

FactoryPolloPechugón

Rosticerías24%UsageN/A1023%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=460,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

El

Pollo

Pepe

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEl

Pollo

Pepe’sconsumersRank#

BrandLoyalty

%86%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.1Carl's

Jr.2Domino's

PizzaKFC83%32%383%4Burger

KingSubway82%580%6IHOP80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7PizzaHut79%68%8PolloPechugón

RosticeríasTheCheesecake

FactoryMcDonald's79%978%Outofrespondents

whohaveused

ElPollo

Pepe,68%saidthey

would

usethebrand

again.LoyaltyN/A1078%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=87,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Pollo

Pepe

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEl

Pollo

PepeRank#

BrandBuzz%68%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Domino's

Pizza15%2KFC66%3Burger

KingMcDonald'sCarl's

Jr.62%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutEl

PolloPepe

inthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.458%557%6PizzaHutSubway42%739%8ElPolloFelizIHOP20%85%919%BuzzN/A10ElPolloPepe15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=460,

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