Who are these Super Fans?

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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.
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