They're young, age 18 to 34 and work blue-collar jobs. They are slightly more male (53%) than female and more than 30% are Hispanic or African-American. They love technology and are prone to be early adopters.
And boy, do they eat at Burger King. Super Fans compose 18% of the chain's customer base, but account for nearly half, 49%, of all visits. They frequent the Home of the Whopper at least nine times a month and on average eat there 16 times a month.
Burger King has a panel of 750 Super Fans in four major cities and is now working to put "a face on these fans so product-development people can create products and agencies can develop creative that strikes right down the center and find where these people are," said Mike Kappitt, Burger King VP-consumer insights and performance analysis.
Because Super Fans are always on the run and always multitasking, they "overindex," he said, on drive-thrus, which led Burger King to develop a fry container that will better fit in car cup holders. Mr. Kappitt wouldn't divulge the other findings. "Wendy's and McDonald's need to go do their own work," he said.
And boy, do they eat at Burger King. Super Fans compose 18% of the chain's customer base, but account for nearly half, 49%, of all visits. They frequent the Home of the Whopper at least nine times a month and on average eat there 16 times a month.
Burger King has a panel of 750 Super Fans in four major cities and is now working to put "a face on these fans so product-development people can create products and agencies can develop creative that strikes right down the center and find where these people are," said Mike Kappitt, Burger King VP-consumer insights and performance analysis.
Because Super Fans are always on the run and always multitasking, they "overindex," he said, on drive-thrus, which led Burger King to develop a fry container that will better fit in car cup holders. Mr. Kappitt wouldn't divulge the other findings. "Wendy's and McDonald's need to go do their own work," he said.
