Sales Manager Toolkit: Show the Strengths of All Dayparts

Focusing on the strengths of  traditionally stronger dayparts can lead to overlooking the strengths of those that appear to offer less reach. This edition of Scarborough’s Sales Manager Toolkit focuses on understanding and profiling  audiences across both “desirable” and “less desirable” dayparts in order to maximize your revenue across the day. Analyzing the quick service restaurant (QSR) … [Read more...]

Living Like a Local in Vegas: The Casinos, Restaurants and Activities Loved by the Locals

According to Scarborough, eight percent of the U.S. adult population visited Las Vegas during the past year, making it one of America’s top tourist destinations. Since “living like a local” is appealing when traveling, Scarborough used local data to highlight the casinos, restaurants and activities popular to Las Vegas residents. According to Scarborough Las Vegas data: You are likely to find … [Read more...]

Targeting Seafood Diners: An Agency Perspective

New Orleans is the #1 market for seafood restaurant dining in the U.S. Thirty-six percent of New Orleans adults have dined at a seafood restaurant in the past 30 days and they are more than twice as likely to do so than other U.S. adults. Below is an agency perspective on ways to identify specific targets, like seafood diners, and tailor your efforts effectively.  Understand the Target Market … [Read more...]

Targeting Seafood Diners: A Media Perspective

Show How a Radio Station Increases Reach: Actual Target vs. CPP Target Though radio is purchased using standard age and gender demographics, the real target for a client is usually more involved. By showing how it delivers better reach against a qualitative target versus a buying target, a station can better position itself to the buyer. For a seafood restaurant lunch promotion, using a … [Read more...]

Race to the Top of the Fast Food Chain

With the schedules of American consumers being busier than ever, fast food restaurants may be a popular resource to turn to. According to a new study by Scarborough, 88 percent of U.S. adults say they have dined at a fast food restaurant in the past 30 days. While the traditional franchises such as McDonalds®, Subway®, Burger King® and Wendy’s® continue to round out the top spots, there could … [Read more...]

Targeting Seafood Diners: A Marketer Perspective

Tailor a Promotion to Your Customers: Percentages and Indexes Restaurants are always looking for ways to bring good customers in more frequently.  Scarborough’s frequency of dining question can aid restaurants in planning a frequency promotion.  Should it be done for lunch, dinner or both?  Looking at both percentages and indexes provide a more comprehensive analysis than either … [Read more...]




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