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©Analytix Business Intelligence 2012

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SOUTH AFRICA BRAND REPORT

– CONSUMERS OF FAST FOOD: PIZZA –

COMPILED: MAY 2012


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REPORT OVERVIEW

2

Compiled: May 2012

(84 pages)

This comprehensive report examines consumers of the Top 7 Pizza Fast Food brands in South

African: Profile of the Top 7 brands of Pizza Fast Food outlets; Consumption and brands trends

(2007-2011); Amount spent at last Pizza Fast Food outlet visited (2007-2011); Geo-

demographics trends among Pizza Fast Food consumers (2007-2011); Detailed geo-

demographic profile and brand penetration analysis; Cellphone and Internet usage; Lifestyle

and Media Consumption (2011).

The consumer analysis is based on the latest annual consumer survey among a nationally

representative sample of more than 25,000 people - All Media and Products Survey conducted

by the South African Advertising Research Foundation.

Some of the key questions the report will help you to answer are:

Who are the Top 7 SA Pizza Fast Food brands and how are they positioned?

What are the important USA and South African Pizza market trends that should be included in your

business strategy?

Who are the consumers of the Top 7 Pizza Fast Food outlets and what are the geo-demographic trends

(2007-2011)? e.g. age, gender, affluence, lifestage, geographics

How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests

What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines


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REPORT OVERVIEW

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It provides a comprehensive consumer profile of the Pizza category (minimum category sample

= 4 977 consumers), as well as a detailed segmentation among the Top 7 Pizza Fast Food

brands in South Africa, namely: Debonairs, Mimmos, Panarottis, Pizza Perfect, Roman’s

Pizza, Scooters and St. Elmo’s.

Additional brands that are included in the South African market trends and geo-demographic

trends analysis of Pizza consumers: Pizza Hut, Fontana, Little Caesar’s and Bacini’s.

It examines in detail the demographics, lifestyle, media consumption and cellphone and

Internet usage of the Pizza category by brand, making it a vital reference report for anyone

wanting to understand this segment of the market.

Why purchase this market research report?

The report focuses on consumer-based intelligence – the most valuable brand asset

Provides a comprehensive analysis of the “big picture” with local consumer/market trends

84 page report with 70+ charts, graphs, tables

Salient points and key insights are highlighted and summarised in comment boxes on each page


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84 page report filled with >100 detailed charts, graphs, tables and insights

SCREENSHOTS FROM REPORT


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SAMPLE FROM REPORT: PERSONALLY BOUGHT PIZZA FROM FAST

FOOD OUTLET (PAST 4 WEEKS): 2007-2011

The percentage of Fast Food consumers who had bought Pizza at a Fast Food outlet in the past 4 weeks had increased from 11.7%

(3.6 million) of all South African adults 16+ years in 2007 to 15.6% (5.3 million) in 2011.

2007 2008 2009 2010 2011 Total Adult population

(16+ years) 31 109 074 31 305 016 31 418 675 32 962 328 34 037 887

Total Pizza consumers

(16+ years) – personally bought

in PAST 4 WEEKS 3 644 934 4 173 723 4 242 987 4 779 719 5 318 120

% of Total Adult Population

(16+ years) 11.7% 13.3% 13.5% 14.5% 15.6%

Source: AMPS 2007B-2011B (16+ years adult population)

Sample Size: 21 068 (2007); 21 083 (2008); 25 170 (2009); 25 160 (2010); 25 160 (2011)

Based on weighted numbers

0%

10%

20%

2007 2008 2009 2010 2011

12% 13%

14% 15% 16%

Personally bought Pizza from Fast Food Outlet in past 4 weeks: 2007-2011


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SAMPLE FROM REPORT: BRAND PROFILE: POPULATION GROUP

The highest proportion for Roman’s Pizza customers were Black (48%), compared to a 20% proportion for St Elmo’s. Among St

Elmo’s customers, 55% were White and 23% were Coloured purchasers.

Mimmos (15%) had the highest proportion of Indian Pizza purchasers compared to the other brands.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Debonairs Mimmo's Panarottis PizzaPerfect

Roman'sPizza

Scooters St. Elmo's

43% 47%

33% 29%

42% 48%

28% 20%

11% 11%

10% 17%

5%

9%

13% 23%

10% 11%

15% 12% 7%

7%

11% 2%

36% 30% 42% 41% 46%

36%

48% 55%

Brand profile of Pizza purchased at Fast Food outlet in the past 4 weeks by population group

White

Indian

Coloured

Black

Source: AMPS 2011B (Adults 15+ years)

Sample Size: 4 977 (personally bought from Pizza Fast Food outlet in past 4 weeks)

Based on unweighted numbers, see beginning of section for brand sample sizes.


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SAMPLE FROM REPORT: TOP 10 SPORTS INTERESTS

Soccer was the sport with the highest interest for Debonairs, Panarotti’s, Pizza Perfect and Roman’s Pizza purchasers, while Rugby

was most popular for Mimmos, Scooters and St Elmo’s customers.

Cricket was the second most popular interest for Debonairs, Mimmos, Panarotti’s, Scooters and St Elmo’s customers.




0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Total Debonairs Mimmos Panarottis Pizza Perfect Roman'sPizza

Scooters St. Elmo's

Top 10 Sports interests by brand of Pizza Fast Food outlet

Soccer

Cricket

Rugby

Walking/Hiking

Swimming

Dancing

Billiards/Pool/Snooker

Tennis

Athletics

Jogging/Running


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SAMPLE FROM REPORT TOP 3 RADIO STATIONS (PAST 7 DAYS)

Metro FM (26%) was the most popular across all selected brand of Pizza Fast Food outlets, followed by 5FM (22%).

For St Elmo’s, 94.5 Kfm (32%) was the most popular radio station listened to in the past 7 days, followed by 5FM (25%) and

Radiosondergrense (18%).

Debonairs Percentage

Metro FM 29%

5FM 23%

East Coast Radio 14%

Roman’s Pizza Percentage

Metro FM 26%

94.2 Jacaranda 20%

5FM 19%

Mimmos Percentage

94.7 Highveld Stereo 27%

Metro FM / 5FM 24%

94.2 Jacaranda 20%

Panarottis Percentage

5FM 24%


Metro FM 19%

Scooters Percentage

5FM 23%

East Coast Radio 21%

Metro FM 17%

Pizza Perfect Percentage


5FM 20%

94.2 Jacaranda 17%

St Elmo’s Percentage

94.5 Kfm 32%

5FM 25%

Radiosondergrense 18%




Total Pizza Percentage

Metro FM 26%

5FM 22%

94.2 Jacaranda / 94.7

Highveld Stereo 13%

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