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.