PML study shows consumer details important when eating out


New research for poster specialist PML Group conducted by Ipsos MRBI shows that 71 per cent of Dubliners consider it important that calorie and nutritional information is displayed on menus in fast food restaurants. The research, which is the latest report in PML’s  Focus series, was carried out earlier this month among a group of 300 16-54 year olds in the capital.

The report highlights Dubliners’ interest in healthy eating but also shows that regular visits to fast food restaurants are part of people’s lives. Some 41 per cent of the sample visited a fast food restaurant in the past week, with 52 per cent visiting a McDonald’s outlet in the past month, with Burger King in second place at 27 per cent and Subway in third at 25 per cent.

In terms of brand attributes, McDonald’s won out on value for money, product range and advertising visibility. Subway is considered best for offering healthier menu options. As regards which outlets produce the tastiest burgers, Burger King narrowly pipped McDonald’s. The Dublin public also proved savvy in identifying advertising slogans and products.

For instance, 78 per cent associate Eurosaver with McDonald’s, while 77 per cent linked the bargain bucket with KFC. When it comes to trying new products, males are more likely to experiment. Colum Harmon, marketing director, PML Group, said the study shows Dubliners have strong opinions when it comes to their favourite burger and pizza restaurants.

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