1 out of 6 Customers is… a Dog?
BARRINGTON, Ill., April 8, 2015 /PRNewswire/ -- One out of every six US households is buying fast food for a dog on at least some of their QSR drive thru or take-out window visits. These visits translate to a staggering number of trips (over 1,000,000,000 annually) where the dog is the one "lovin' it."
A recent study on dog ownership and fast food habits conducted by Relevation Research found just over one third of canine owners ever drive thru with Fido in tow and four-fifths of those actually claim to order something specifically for him. McDonald's is visited most often for the dog followed by Burger King and Wendy's. Starbucks is patronized less often for the dog than its #2 US Sales position warrants, despite offering Puppy Whip/Puppuccino.
Relevation Research, a Barrington, IL based marketing research company, surveyed 1,499 nationally representative online consumers 18+ in March to learn that Millennials boast even more doggie trips than dog owners at large. No difference in the incidence of visiting for the dog was noted between males and females but males make more than twice as many doggie trips.
According to the 2013/14 APPA National Pet Owners Survey, dog ownership is expected to grow until 2018 with owners continuing the 20-year trend toward more and more pampering. The two population segments showing the most growth are Millennials and Baby Boomers.
"Because of disposable incomes and empty nester status, Baby Boomer owners could be strong candidates for QSR," Nan Martin, principal at Relevation Research, said. "But the Baby Boomer also has an evolving focus on health. That means menu items specifically targeted for dogs or dog-friendly in terms of ingredients will resonate best. QSR and dog food/treat manufacturers should team up to design dog-safe offerings. Companies catering to the dog will win with owners who want to, guilt-free, feel like they're spoiling the dog."
Relevation Research, a management-owned, custom-marketing research firm, helps clients achieve greater competitive advantage through a better understanding of the relationships between products/ services/brands and their markets. For more information on Relevation Research or this survey, visit www.RelevationResearch.com or call Nan Martin at 847-852-5078.
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SOURCE Relevation Research