QSR Preferences Among NFL Fans, Avid NFL Fans
The NFL announced in November a deal for the playoffs that made Kentucky Fried Chicken (KFC) the league’s first “official wing sponsor.” KFC had been out of sports sponsorships for a while and the NFL was targeting a QSR since Burger King left after last season. Prior to Burger King signing an NFL deal in '05, the category was vacant since '98, when McDonald’s dropped its rights package. With the NFL playoffs in full swing, the chart below details QSR preferences among NFL fans and avid NFL fans. For example, NFL fans are 7% more likely than the nation at large to have eaten at KFC during the past 30 days, and 16% more likely to have eaten at Quiznos. A fan is defined as someone with at least a little bit of interest in the NFL, while an an avid fan is very interested. Data was collected from February '07 through March '08 (Scarborough Research).
|
QSR
|
NFL Fans
|
Index
|
Avid NFL Fans
|
Index
|
|
Arby's
|
17%
|
111
|
18%
|
116
|
|
Boston Market
|
3%
|
111
|
4%
|
129
|
|
Burger King
|
29%
|
106
|
32%
|
116
|
| Chick-fil-A |
11%
|
117
|
11%
|
121
|
| Chipotle |
4%
|
116
|
4%
|
128
|
| Church's Chicken |
4%
|
105
|
5%
|
117
|
| CiCi's Pizza |
3%
|
103
|
3%
|
107
|
| Dairy Queen |
12%
|
113
|
13%
|
121
|
| Domino's Pizza |
9%
|
106
|
10%
|
111
|
| Dunkin' Donuts |
10%
|
108
|
11%
|
123
|
| Hardee's |
5%
|
108
|
5%
|
107
|
| Jack In The Box |
8%
|
107
|
8%
|
111
|
| KFC |
22%*
|
107**
|
24%
|
117
|
| Little Caesars |
6%
|
103
|
6%
|
106
|
| Long John Silver's |
5%
|
108
|
5%
|
112
|
| McDonald's |
52%
|
107
|
54%
|
111
|
| Panera Bread |
8%
|
113
|
8%
|
111
|
| Papa John's |
6%
|
113
|
7%
|
125
|
| Pizza Hut |
17%
|
106
|
18%
|
114
|
| Popeyes |
6%
|
113
|
8%
|
140
|
| Quiznos |
8%
|
116
|
9%
|
129
|
| Sonic |
9%
|
109
|
9%
|
104
|
| Subway |
29%
|
112
|
30%
|
117
|
| Taco Bell |
25%
|
110
|
27%
|
117
|
| Wendy's |
27%
|
112
|
29%
|
121
|
| White Castle |
3%
|
114
|
4%
|
125
|
NOTES: 22% of NFL fans who have eaten at a QSR over the last 30 days ate at a KFC. ** = NFL Fans are 7% more likely than the national average to have eaten at a KFC over the last 30 days.
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