We specialize in brand loyalty because it predicts positive consumer behavior and, axiomatically, positive sales and profit growth.
You’re smart to incorporate loyalty into your brand research, but you don’t need an MBA to know market conditions and financial management have a lot to do with whether or not a brand ends up in Chapter 11. We considered this fact-of-marketing-life when we read Chuck E. Cheese is facing Chapter 11 and a $1 billion debt, which is a lot of dough for any sector, but genuinely surprising for the pizza category.
Why surprising? Americans eat 8 billion pizza pies a year and one might reasonably have presumed the pizza category was well-positioned to deal with the COVID-19 crisis. It was already structured for delivery and take out. Far better than other restaurant sectors that had to invent new business models to deal with the shutdowns and the shut-ins.
Do you have a favorite pizza brand? See how they did – loyalty and share-wise – in our new analysis in The Customer.
Customers look for comfort during chaotic times and comfort food helps. Pizza is the #1 comfort food in the United States and 65% of consumers indicated they sought out pizza when they ordered in during the current pandemic.
But the marketing perspective bottom-line is, brands can find comfort – bigger shares and bigger profits – from increased levels of loyalty. Because it turns out customer loyalty metrics also deliver.
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.Share this: