AdStudy® Report

Peerless-AV
QSR MAGAZINE
June 2018

Conducted By

267 S. Dean St., Englewood, NJ 07631

201.945.6903 | signetresearch.com
 QSR MAGAZINE
June 2018

CONTENTS

2 Introduction
3 Scores Used in this Report
4 Reader Profile
9 Publication Verbatim Comments
12 Top 5 AdStudy® Scores
13 Advertiser Scores by Rank
16 Size Chart
16 Reader Traffic Flow Chart
17 Publication Norms
Advertiser Verbatim Comments

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 QSR MAGAZINE
June 2018

INTRODUCTION

This report contains the results of an AdStudy®, conducted by SIGNET RESEARCH, INC.
using ads from the June 2018 issue of QSR MAGAZINE.

Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement

studies specializing in publication, association, and advertising research. Signet combines
cutting edge technologies with a commitment to client customization through its proprietary
AdStudies.

The objective of the SIGNET AdStudy® is to measure Recall and Readership of ads that
appeared in a particular issue.

Readers from the publication’s circulation list are invited to participate in this online study.
The invitation is sent after they receive the issue to be studied and before receiving the
next issue. Participants are connected to a Signet website where they view the ads to be
measured.

This report is based on returns from 169 respondents. In order to reduce respondent
fatigue a split sample technique was used, so that each respondent rated a portion of the
studied advertisements, with the objective being a minimum base of 100 respondents per
ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the
sequence of viewing the ads was rotated.

By providing measurement scores to each ad and comparing it to others in the same issue,
advertisers are given the opportunity to find new ways to better communicate with their
audience and realize a stronger return of investment with their media buy. While these
results represent a small sample of the magazine’s total circulation, they do reflect the
opinion and commentary of readers who are the most active, providing insight into how the
general audience may react to the advertising.

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June 2018

SCORES USED IN THIS REPORT

Recall Seeing

• the percentage of respondents who recalled seeing the

advertisement in the issue.

Recall Reading

• the percentage of respondents who read the advertisement.

AdStudy® Score

• a measure of ad exposure. It is calculated by adding the

recall seeing and recall reading percentages.

Have Seen Sales Representation

• the percentage of respondents who have seen a

salesperson from the company advertising or sales
representation for the product advertised in the past six
months.

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June 2018

READER PROFILE

Which of the following best describes your primary

job title or function?
CEO/President, Owner, Chairman, Partner,
Principal
50%
VP Operations, Other Operations Functions
45%
37% Chef, Food & Beverage Operations, Food &
40% Beverage Research & Development

35% CFO, VP Finance, Finance Director, Other

Financial Function
30%
VP/Director of Marketing
23%
25%
Restaurant Management
20%

15% IT Management
10% 10%
10% 6% 7%
5% 6% VP Franchising/Development and Related
Functions
5%
0%
Other
0%

Which of the following best describes your company's

operations?

Fast-Casual
50% 44%
45% QSR
37%
40%
Casual Dining
35%
30% Full Service/Fine Dining

25%
Allied to the Industry
20%
15% Convenience Store
8%
10% 6%
Other
2% 2%
5% 0%

0%

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June 2018

READER PROFILE

Considering all the times you pick it up, about how much
time, in total, do you spend reading or looking through a
typical issue of QSR MAGAZINE?

1%
3%
7% Less than 30 mins.

30 - 59 mins.

1 hr. - less than 2 hrs.

52%
2 hrs. - less than 3 hrs.

36% 3 hrs. or more

Mean: 38 minutes

How many people, other than yourself, usually read or look

through your issue of QSR MAGAZINE?

2% 1%
14%
None
33%
One
Two
Three - Five
21% Six - Ten
Over Ten

29%

Mean Pass Along: 1.6 people

Total Readers Per Copy: 2.6 people

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June 2018

READER PROFILE

Which of the following best describes your role in the foodservice industry?

Independent 35%
Franchisor 28%
Franchisee 36%

Which of the following trade publications, other than QSR MAGAZINE, do you receive
personally addressed to you?

Restaurant Start-up & Growth 15%

Franchise Times 27%
Restaurant Business 39%
Nation’s Restaurant News 42%
None of the above 38%

Unduplicated Readership -
Receive QSR MAGAZINE only: 38%

Multiple responses permitted

Which of the following trade publications do you read regularly throughout the year?

QSR Magazine 91%

Restaurant Start-up & Growth 8%
Franchise Times 21%
Restaurant Business 37%
Nation’s Restaurant News 45%
None of the Above 5%

Multiple responses permitted

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June 2018

READER PROFILE

Please indicate if you are involved, either as an individual or as part of a group or

committee in the initiation, recommendation, specification, approval or purchase of
any of the following products or services.

Meat 49%
Poultry 49%
Fish or Seafood 29%
Fruits or Vegetables 46%
Alcoholic Beverages 16%
Non-Alcoholic Beverages 44%
Dairy Products 42%
Bakery Products 44%
Cereals or Grains 24%
Soups or Sauces 34%
Fats or Oils 38%
Condiments 48%
Kitchen Equipment, Accessories 51%
Paper, Plastic Goods, or Carryout Containers 53%
Chemicals or Cleaning Supplies 44%
Computers or POS Systems 45%
Drive-thru Equipment/Technology 27%

Involved in One or More: 68%

Multiple responses permitted

What action(s) have you taken during the past year as a result of advertisements
and/or articles in QSR MAGAZINE?

Bought products or services advertised 26%

Recommended/specified products or services advertised 22%
Referred an ad/article to someone else in the company by passing
along a tearsheet, photocopy or actual issue 46%
Discussed an ad/article with someone else in the company 54%
Requested additional information from a company, sales
representative or distributor 38%
Visited an advertiser's Website 48%

Took One or More Actions: 78%

Multiple responses permitted

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June 2018

READER PROFILE

Which of the following statements would you agree with?

The advertising in QSR MAGAZINE educates and is an important

part of the publication. 52%
I read through QSR MAGAZINE as much for the advertising as for
the articles. 39%
Companies that advertise build trust and are seen as a reliable
source. 35%
None of the Above 25%

Multiple responses permitted

In what format would you prefer to receive QSR MAGAZINE?

Print 40%
Digital publication (Replica of print publication in digital format) 21%
Online/html (Content on QSRMAGAZINE.com) 6%
Both print and digital publication 18%
Both print and online/html (Content on QSRMAGAZINE.com) 7%
Both digital and online/html (Content on QSRMAGAZINE.com) 2%
No preference 5%

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June 2018

PUBLICATION VERBATIMS
PUBLICATION VERBATIMS

Tell us how useful QSR magazine is to you and how you use it in your job.

 I use it for ideas and inspiration.

 State of the industry and what's new.

 I use it to see industry trends.

 Great at covering trends in the industry with thought leadership and quality data.

 Trends and new products.

 Keeps me updated.

 Helps us keep up on trends and new technology and ideas for better customer
service.

 Market research.

 Good information for the industry.

 Quite useful.

 Helps businesses run better with new products and improve their growth with new
ideas.

 The articles are great for best practices and idea sharing. Good to see innovative
ideas on what's being considered and coming down the line.

 I use it to get ideas.

 Look for new opportunities.

 Education.

 Unbelievable product. Invaluable tips on crew training, development, retention, etc.

 Product info and updates.

 Industry insight / news about QSRs.

 70% helpful when I have the time that is why short snippets in emails are better as I
oversee, Marketing, Sales, R&D, Operations, Training, Accounting, and Human
Resources.

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June 2018

PUBLICATION VERBATIMS

 Quite useful in gauging trends, adding value concepts and facilitation of ideas within
our own brand.

 Stay up with latest in the food industry.

 Updates.

 Semi-important.

 Keeps me engaged in the QSR community and with trends.

 Nice to see new trends.

 I like seeing the advertising products. Some articles are relatable some educational
about trends.

 I like to read the articles but also see how other food concepts are marketing
themselves in advertisements.

 I read the articles as well as look at the ads. Frequently pull out the ads and save for
future reference or place on someone else’s desk for review. I use it to look for new
companies and sources for items.

 Very useful. Ads and articles are often helpful to me in getting my new site
constructed and equipped.

 Updated on technology.

 I typically use the articles in QSR Magazine to prove to our owners needed change.

 Very useful in running and managing our food service business.

 I love reading the articles in QSR Magazine especially ones that might give tips on
cutting down food or labor cost. Any information about what other franchises are doing
in my area helps me to stay ahead of the game.

 Fair.

 Keeps us up on new products available for our business. Also helps with best
practices.

 I read for advice and to look at upcoming trends.

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June 2018

PUBLICATION VERBATIMS

 Good to find products and learn.

 Helps me stay current with new innovations in the industry.

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June 2018

TOP 5 ADSTUDY® SCORES*

Miss Vickie's Co., LLC.: 117

The Coca-Cola Company: 117

Peerless-AV: 113

ECOLAB: 104

Polar King International, Inc.: 99

*Measure of Ad Exposure - Calculated by adding the Recall Seeing and Recall Reading percentages.
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June 2018

ADVERTISER SCORES

AdStudy® Recall Recall Have Seen

Advertiser Size Page Score* Seeing Reading Salesperson

Miss Vickie's Co., LLC 1 page 11 117 65% 52% 8%

The Coca-Cola Company 1 page 1 117 65% 52% 22%

Peerless-AV 1 page 47 113 59% 54% 9%

ECOLAB 1 page C.4 104 56% 48% 14%

Polar King International, Inc. 1 page 53 99 53% 46% 3%

Dole Packaged Foods, LLC. 1 page 12 97 51% 46% 6%

Idaho Potatoes 1 page 43 95 50% 45% 4%

Tyson Foods, Inc. 1 page 23 94 53% 41% 6%

Hot Head Burritos 1 page 55 90 50% 40% 2%

FLAT Technologies 1 page 41 90 47% 43% 5%

Ken's Foodservice 1 page 9 90 49% 41% 13%

Anchor Packaging 1 page 7 89 49% 40% 3%

Nékter Franchise, Inc. 1 page 50 87 47% 40% 3%

Comcast 1 page 15 81 46% 35% 6%

J.R. Simplot Company 1 page 27 81 44% 37% 5%

Plastics & Products Marketing 1/2 page 70 81 44% 37% 4%

R.F. Technologies, Inc. 1 page 5 81 44% 37% 2%

Tyson Foods, Inc. 1 page 17 80 45% 35% 6%

Haliburton International Foods 1 page 21 79 45% 34% 5%

Freshii 1 page C.2 77 42% 35% 5%

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June 2018

ADVERTISER SCORES

AdStudy® Recall Recall Have Seen

Advertiser Size Page Score* Seeing Reading Salesperson

Avocados From Mexico 1 page 24 74 43% 31% 1%

Henny Penny 1 page 45 74 40% 34% 7%

Red Gold, LLC 1 page 2 73 41% 32% 7%

33 a-b
39% 31% 3%
Wincup 2 page (insert) 70

Polar Leasing Company, Inc. 1/2 page 70 67 36% 31% 3%

Global Trash Solutions 1/2 page 58 66 34% 32% 3%

Grecian Delight 1 page 30 65 36% 29% 5%

Trinity Capital Investment Banking 1 page S5 62 35% 27% 3%

West Liberty Foods 1 page 35 60 35% 25% 2%

LBP Manufacturing LLC 1 page 36 58 32% 26% 2%

Ready Access 1/2 page 72 58 32% 26% 2%

OSI Group, LLC 1 page 18 56 35% 21% 4%

Robot Coupe 1/3 page 76 54 30% 24% 5%

Mann's Packing/Del Monte Fresh

30% 22% 1%
Company 1 page 28 52

Illinois Wholesale Cash Register

28% 23% 4%
Corp. 1/3 page 74 51

Cayan 1 page 49 49 28% 21% 2%

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June 2018

ADVERTISER SCORES

AdStudy® Recall Recall Have Seen

Advertiser Size Page Score* Seeing Reading Salesperson

Dow AgroSciences 1/2 page 58 49 27% 22% 1%

Neil Jones Food Company 1 page C.3 43 25% 18% 3%

TOTAL ISSUE AVERAGE 77 42% 35% 5%

NO. OF
SIZE AVERAGES ADS
One Page or More 31 81 44% 36% 5%
Fractional Page 7 61 33% 28% 3%

*Measure of Ad Exposure - Calculated by adding the Recall Seeing and Recall Reading percentages.
Percentages may not add up due to rounding.

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June 2018

SIZE AVERAGES

AdStudy® Score

100 81 61 One Page or More

80
60 Fractional Page
40
20
0

The above are averages for the sizes of ads in this issue
(i.e. 81 is the average score for the One Page or More ads)

READER TRAFFIC FLOW CHART

AdStudy® Score - 1/4 Book Averages

100 87 81
65
80 70

60
40
20
0

The above are averages per 1/4 of the magazine

(i.e. 87 the average score for the first 1/4 of the book)

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June 2018

PUBLICATION NORMS THROUGH

JUNE 2018

AdStudy® Recall Recall

Score* Seeing Reading

Total Issue Average 86 48% 38%

One Page or More 88 49% 39%

Fractional Page 77 42% 35%

1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr.

Reader Traffic Flow (1/4 Book Averages) 94 88 80 80

Total Ads Assessed: 893

*Measure of Ad Exposure - Calculated by adding the Recall Seeing and Recall Reading percentages.

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June 2018

Peerless-AV 1 page PAGE: 47

Whether you remember seeing this ad before or not, please look at it now. In as
much detail as possible, please tell us your opinion about the advertiser and the
product(s) advertised and what message you feel this ad is trying to convey.

 Very cool.

 A poor ad.

 Order kiosks for fast food environments.

 Speed.

 Not sure. Maybe salad in a vending machine.

 Love the black and white versus color thing. This says future thinking.

 Improve speed of service.

 No opinion on advertiser. Conveying they have kiosks.

 It makes me interested in the product.

 Looks like a good product for speed.

 The future of automation and convenience in QSR.

 I think this is a great ad and conveys the message very clearly. From this ad I
want to learn more about their system.

 Attractive self-service kiosks.

 The advertiser is selling QSR self-ordering kiosks designed to reduce wait time.

 Self-ordering kiosks.

 Effective.

 Self-serving kiosks system.

 High end kiosk.

 Looks way too posed.

 Food kiosks.
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June 2018

 Options, customer friendly.

 Quick and easy way for customer to place an order.

 Why wait in line when you grab it out of the machine!

 Alternative kiosk ordering systems.

 Ok, but self-serve kiosks are not necessary for pizza, 70% delivery.

 The solution for POS and ordering efficiencies.

 To be honest at first glance I thought it was a vending machine dispensing food by

the placement and photo of the customer’s hand. It almost looks like he's
receiving food or possibly tossing food scraps into a recycle bin. The color photo
catches your eye causing me to think this but after focusing on the whole ad I
understood that it was a self-order kiosk. My company uses a self-order kiosk
system so I picked up on the ad after focusing on it since I'm familiar. Anyone else
not familiar with these types of systems might need a little more "POP" to help
them understand the speed and convenience of a self-order kiosk.

 Excellent.

 Nice ad, compelling.

 Self-Serve Kiosks.

 Not sure what type of vending machine.

 Like the color profile.

 I don't have to wait in line which is awesome!

 Time saving.

 Never heard of company or seen their machine.

 I like the ad.

 Fresh food out of a vending machine.

 Smart concept, save time on quick service concepts.

 Faster and personalized.

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June 2018

 Very trendy. Colorful ad draws the attention away from the bland order line to the
self-ordering kiosks. Doesn’t really show how it works but catches the eye.

 The ad grabbed my eye due to my personal interest in quick serve technology.

Could have presented more of a sense of frustration those standing in line are
feeling compared to the guy who is "wisely" using the kiosk alternative.

 Technology is key in today’s fast casual!

 Self-serving kiosks will help reduce wait times.

 To help move customers faster through the line at your food service.

 Cool looking, kiosks to speed up service.

 Introducing a new kiosk.

 Shows alternate ways to get the products.

 Self-ordering kiosks.

 Technology changes in the QSR industry.

 Don't wait in line, get your food quicker.

 Vending machine.

 Should reduce your wait time! But is it effective?

 It’s very eye catching. It was different enough that I read through the whole ad. The
concept is quite interesting. The color on black and white drew the eye to the main
subject.