BK Report

Advertising Campaign
Harold J. Simpkins
MARK 453 Advertising / B
John Molson School of Business
Thursday, December 1st 2011
Diana Coletta 9394729 Sara Dagenais 5428742 Christine Leroux 1958003

Anthony Miele 1940147 Joy Minor 9306404 Kimia Saleh 6054684
Table of Contents
Situational Synopsis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Background
State of the Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Environmental Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
State of the Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Analysis of Product and Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Competitor Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Analysis of Past Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Target Market Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Objectives and Goals
Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Advertising Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Advertising Budget. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Strategies
Media Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Creative Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Campaign Evaluation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Radio Ads (FM Stations) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Print Ads (Out-of-Home) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Print Ad (Metro). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Television Commercial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Work Cited & Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Situational Synopsis
Burger King is a restaurant known by all, but unusual advertising and a loss of brand equity has
lead to the suffering of the fast food chains sales in the Canadian market. Our report brings to
light critical facts facing Burger King, a new, unclaimed customer segment and an empowering
campaign to drive Burger King sales up by $10,000,000 within one year.
Background
State of the Industry
Market size
Canadian sales for the fast food industry were valued at $20 billion in 2009. Fast food sales have
experienced modest growth of 2% from 2008 despite the recessionary period. Total sales are
expected to rise to $23 billion by 2015. The Canadian fast food industry is a highly competitive
with nearly 3,000 firms catering to the segment (Richards & Padilla). When segmenting by business
format there are 2 main categories: Independent and chained fast food restaurants. Independent
restaurants have fewer than 4 outlets and account for 18% of fast food sales. Chained restaurants
have 4 outlets and account for 82% of fast food sales (Euromonitor International).
When segmenting by food offering, there are 12 main categories:
Asian
Chicken
Middle Eastern
Ice Cream
Convenience Stores
Pizza
Bakery
Fish
Fast Casual Dining
Burger
Latin American
Other Fast Food
Bakery fast food restaurants like Tim Hortons are the most dominant of all categories with 41%
of all fast food sales. Burger fast food restaurants come in second with 32% of fast food sales. Pizza
fast food establishments come in third with 5% of sales. Together, the Bakery, Burger and Pizza
category represent the majority (78%) of all fast food sales (CRFA).
Trends
The fast food industry is significantly affected by the frequency and quality of advertising and
promotional programs (BK Holdings).
Fast food business is moderately seasonal with higher sales typically in the spring and summer
and around the holidays (BK Holdings).
The industry has a constant appetite for new and innovative menu offerings that are responsive
to consumer demands and insights.
Environmental Factors
There are several environmental factors that are impacting the fast food industry.
Time constraints are impacting the food consumption patterns of todays households.
Increasing number of females in the labour force.
Economic conditions are adversely affecting consumer discretionary spending and negatively
impact Burger Kings operating results (BK Holdings).
The limited number of restaurants in certain geographic areas subjects Burger King to lower
sales in regions with few or no Burger King restaurants. Therefore, our campaign will focus
advertisements in targeted major cities where there are a higher number of Burger King
restaurants (BK Holdings).

With these changes, it becomes clear why the demand for fast food is increasing.
State of the Company

Despite its slogan, Have It Your Way, Burger King has not been having it its own way in the burger
wars. Burger King spends substantial amounts of money on advertising, yet their budgets are much
smaller than their direct competitors as a result they experiences less awareness and preference for
the Burger King brand. Burger King has repositioned several times over with different marketing
campaigns and tactics. Burger King primarily targets the male 18-25 segment.
Sales
During the past few years, Burger King sales have lagged behind their major competitors sales
over the same time period (What went wrong at Burger King).
Burger Kings revenues are heavily influenced by brand advertising.
Burger King has a higher proportion of sales to younger men, who have been hit especially
hard by the recession, while McDonalds has been broadening its appeal to a more professional
target (The Economist).
With the financial difficulties of Burger Kings primary target, revenues have decline making it
even more critical to implement a successful advertising campaign in the upcoming year.
Analysis of Product and Competition

After conducting a survey to study consumer perceptions for Burger King, we discovered that what
makes Burger King different from its competitors is the size of their burger patties. There are some
advantages and disadvantages with regards to their flag ship product, the Whopper:
Advantages
Large patty size
Customizable toppings
High awareness levels
Disadvantages
Seen as males burger
Burger King is known and loved for the flame-broiled taste of their burgers and the Whopper.
96% of women interviewed knew about Burger King and the Whopper but out of the 96% very few
actually ate at Burger King. The main reason stated by these women is that they perceive the Whopper as manly.
Competitor Analysis
Burger King competes in Canada with many well-established food service companies on the basis
of quality, affordability, service and location. Principal competitors are McDonalds, Subway, Tim
Hortons, and Wendys, as well as regional hamburger restaurant chains, such as Haveys. Many
of Burger Kings competitors have substantially greater financial resources, higher revenues and
greater economies of scale. These advantages allow them to spend significantly more on advertising,
and other promotional activities, which give them a competitive advantage through higher levels of
brand awareness among consumers (BK Holdings).
Company
Target
Menu
Speed
Price
McDonald's
Families with
children,
professionals
Perception: fast &
low quality
Limited for fast

perpetration,
smaller portions
Very quick
Low Price
Burger King
Young men
Perception: value &
moderate quality
Customized menu
offerings,
large portion sizes
Very quick
Barbell Pricing
Wendys
Adult/health
conscious
Perceptions:
expensive but many
options
Substations,
accommodate
healthier options
Quick
Moderate
Harveys
Adults
Perceptions:
expensive & good
tasting
Better quality,
customized menu
offerings
Longer to prepare
Higher prices
Positioning
Burger King can be compared with its competitors in terms of price and size. Price refers to the
average price for a complete meal is $7 and size refers to the portion of the meals. Burger King
and McDonalds focus on value, offering average quality products at reasonable prices and speed
of service. Harveys, A&W and Wendys charger higher prices for more options and they also offer
higher quality products such as Wendys boneless chicken and A&Ws sirloin burger. Quiznos and
Subway are higher priced and offer larger portion sizes as an alternative to burger restaurants.
Analysis of Past Efforts

Since 1958, Burger King has employed twelve different advertising agencies and produce many
successful campaigns as well as some miserable failures. Burger Kings recent strategies rely heavily
on its core customers: young men. Currently, Burger King markets itself as a place for young men
to fill their stomachs to capacity.
Creative
Some of Burger Kings better known slogans are Have it Your Way and It takes Two Hands
to Hold a Whopper.
Many product tie-ins for films such as Star Wars, Disneys Beauty and the Beast and Toy Story
and a partnership in association with the Pokmon franchise.
The King was the mascot that Burger King created and used in multiple marketing campaigns. In
August of this year, Burger King announced that it would no longer use the King in advertising.
Media usage
Corporate efforts concentrate on TV advertising, which is believed to be the most effective way to
reach the target customer (BK Holdings). There has been increasing use of online tactics, including
multiple social media campaigns.
Promotional
Angry Whopper: have customers scream at their computers to test anger level to recent a free
burger.
The Facebook Challenge requested the Burger King fans de friend 10 Facebook friends to
receive a Whopper. The campaign was so successful that Facebook stopped it after one week.
Budgets
Burger King spends substantial amounts of money on advertising, yet has difficulty coming up with
creative campaigns that differentiate them from competitors.
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Target Market Analysis

Crown Consulting has concluded that the prime prospects for Burger Kings products are young
women 18-34 of ages, which is an unheard target market in the burger industry. Furthermore, this
untapped market would be segmented based on different qualities and attributes Crown Consulting
feels are beneficial for Burger King. According to the Print Measurement Bureaus (PMB) Fall 2011
reports, 82.2% of all Canadians over 12 years old have walked through the doors of a restaurant in the
past 30 days. Moreover, 4,747,0000 Canadians have classified themselves as Burger King consumers
in the past year, including 2,207,000 of them being women. Crown Consulting felt that the female
target market would be too broad so we decided to go after a younger target market between the
age of 18-34. This woman would be strong and independent. She would have an impeccable drive
for success and a passion for achieving more.
This map shows the location of all Burger King Restaurants across the country, it can easily be
noticed that most are located in the top 3 CMAs of the country (Vancouver, Toronto and Montreal)
with the addition of 4 others cities (Edmonton, Calgary, Quebec City and Ottawa). Hence, Crown
Consulting decided to segment geographically and limit our market to the top seven cities in Canada
according to the number of Burger King were available to a reasonable radius to our customers.
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Other cities were left out before there were six or less Burger King in those cities.
Crown Consultings last step was to go after medium users. Those users are described as eating
a burger 3-4 times a month (PMB), so approximately one every week. This market represented
1,164,000 females and 796,000 Canadians between our age category.
Women perceive Burger Kings flagship

product, the Whopper, as a mans burger
largely due to its size.
Crown Consulting
According to Statistics Canada, the total mass population is 34,278,400 Canadians as of
January 1st 2011. We then narrowed it down to 14,183,000 Canadians that live in the top 7 major
cities. Out of those, 11,346,400 were English Speakers. We applied a simple ratio of 0.5068 to get an
approximate number of female this represented. The result was 5,750,356. Finally, to reach an even
smaller target market, we multiplied that result 16.22% to obtain 932,663. This last percentage
would lead us to another estimate of females in the age category we were targeting: 18-34.
14,183,000 Total Population

of the 7 cities
34,278,400
11,346,400 English Speaking
14,183,000
Applied a ratio of 0.5068 Male:Female
11,346,400
5,750,356 Females
Applied a percentage of 16.22%
that represented our age category
5,570,356
932,663
932,663
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According to Statistics Canada, the total mass population is 34,278,400 Canadians as of

January 1st 2011. We then narrowed it down to 14,183,000 Canadians that live in the top seven
major cities. Out of those, 11,346,400 were English Speakers. We applied a simple ratio of 0.5068 to
get an approximate number of female this represented. The result was 5,750,356. Finally, to reach
an even smaller target market, we multiplied by 16.22% to obtain 932,663. This last percentage
would lead us to another estimate of females in the age category we were targeting: 18-34.
With our primary research, we gained multiple insights on what Burger King was doing wrong.
The perception this target market has on the restaurant and its star product the Whopper is that
women were fully aware of the Whopper but would rather have a Big Mac. No specific reasons were
given for this insight. When discovering why they did not purchase the Whopper, women answered
at 78%, that they felt the Whopper was too big, too manly. This became our main insight. The size
of the Whopper was seen as a negative aspect for our target market.
Compared to competition Burger King is seen as their second option because if they had a
choice of McDonalds or Burger King McDonalds would dominate. We need to surpass the barrier
of preference to a McDonalds Big Mac to a Burger King Whopper. Also, it is important to break
the barrier of transportation to get people to crave Burger King enough to travel a little further to
have it.
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Objectives and Goals

Marketing Objectives
The main objective of this campaign is to generate ten million dollars in sales for Burger King
Canadian restaurants in a time frame of one year. To do so, the campaign will promote the Whopper,
Burger Kings main hamburger. Exploratory research showed that the price of a Whopper trio is
roughly seven dollars. This means that 142, 858 new transactions will have to be processed in order
for the goal to be attained. Equation 1 details this calculation.
Equation 1
1,000,0007=142,857.14
The campaign targets medium burger users who eat in burger restaurants three to four times a
month. The target market mentioned earlier eats at different burger places, including Burger King,
but does not have a preference towards it. This campaign will increase the amount of visits within
the target market by one extra time a month. This means that the campaigns target market are
returning users, and they will visit Burger King once a month more than they usually do instead of
going to one of Burger Kings competitors. 11,905 women will be needed to purchase one additional
time a month at Burger King in order to accomplish this goal. This calculation is explained in
Equation 2.
Equation 2
142,85812=11,904.83
Advertising Objectives
96% of participants in the survey conducted, responded that they felt ignored when it comes to burger
ads. This is due to the fact that women have rarely been directly targeted in burger commercials.
Traditional burger campaigns at Burger King usually aim at young men between 18 and 25 years
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of age. Crown Consulting believes that an opportunity lies here to directly target women in burger
advertisements. Burger King will earn a competitive advantage by doing so because it has rarely
been done in the past. When the women whom are part of this new target market are hungry, they
will think of Burger King before other fast food restaurants because their perception will have been
change by the campaign and now they will have directly related to Burger King. The chances of
these hungry women walking into a Burger King will therefore be highly increased because of this
campaign. The campaigns advertising goals are listed in Figure 1.
Figure 1
5% Regular Use = 46,634
20% Trial = 186, 533
25% Preference = 233,166
40% Liking = 373,067
70% Knowledge = 652,865
90% Awareness = 839,397
Total Target Market: 932,663
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Objective 1: Awareness
Out of the total target market of 932,663 people in Canada, this campaign should make 839,397
people (90%) aware that a new Burger King campaign favoring women exists. This shall be done by
creating ads that will communicate the idea of a strong woman eating a burger.
Objective 2: Knowledge
652,865 women among the new target (70%) market should understand the core idea promoted by
the campaign. This shall be accomplished by informing consumers of this core idea.
Objective 3: Liking
The suggested advertising campaign is expected to generate a liking rate of 40% among the
proposed target market, which corresponds to 373,067 people. Positive attitudes will be created by
communicating powerful ideas that the target market can relate to and remember in advertisements.
Relating to the targeted women directly is the best way to gain their liking.
Objective 4: Preference
Out of the target market, it is believed that 233,166 women will prefer Burger King over its
competitors. As mentioned previously, the target market will appreciate the attention it is directly
receiving and will think of Burger King when hungry. A sense of preference among Burger Kings
targeted market will be acquired by using competitive advertisements.
Objective 5: Trial and Repeat Purchase

This campaign is expected to generate 186,533 women (20% of target market) to choose Burger King
one extra time than usual. Out of this amount, 46,634 (5% of target market) women are projected
to eat regularly at Burger King one extra time a month. This shall be achieved by emphasizing
advertisements and core ideas in the target markets everyday life.
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Advertising Budget
Radio
In regards to radio, the women that Burger King should target listen to the radio 8-12 hours per
week. They are medium-light to light users. They prefer to listen to more main stream music along
with light rock. We intend to for these ads to be heard right before lunch hour to set the tone for the
target market. This would imply that they are listening to the radio during work hours. However,
they do not listen to the radio at home (PMB, 2010).
Television
For television advertising the target market views can vary between 22-40 hours per week, This classifies
them as medium-light to light users of television. The preferred shows of our target market are those that
fall under the categories of family dramas, childrens cartoons, networks that show movies and reality
television. They would be less inclined to watch sports, business news and documentaries (PMB, 2010).
Out-of-Home
Our target market seems to move themselves around cities by three major transportation methods;
car, metro and bus. This is do vastly to the average traveling distances/times, which seem to be close
to a half hour. We have decided that the out-of-home ads would attract the most attention on the
bus shelters for the awareness teaser campaigns. We attributed that bus shelters would provide the
best medium since Burger King restaurants are located near downtown cores and many people do
not drive their car to go for lunch when they are downtown (PMB, 2010).
Online
Burger Kings target market spends much time on the internet; they are known to be mediumheavy users. When not at work, the target market frequented sites in the categories of maps,
search engines, food recipes and entertainment. The other majority of the usage comes from social
networking sites (PMB, 2010).
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Magazines
PMB classifies the majority of the target market as heavy to medium-heavy magazine readers. The
magazines most read belong to the categories of fashion/beauty, lifestyle and food. There are several
complications with Burger King trying to advertise in womens popular magazine (PMB, 2010).
Newspaper
The majority of the target market, are light readers of the newspaper. According to PMB, Burger
Kings target market prefers to read from, entertainment, fashion and lifestyle section as well as
general news. We can assume that the women tend to flip through the newspaper not giving the
other sections much thought (PMB, 2010).
Jun
Jul Aug Sep
Oct Nov Dec Jan
Feb Mar Apr May
Print Ads (Teaser)

Online
Print Ads (Metro)
Radio Ads
Television Ad
Budgeting
Awareness
The awareness part of the campaign will last one month. The use of out-of-home style advertising
in bus shelters within the downtown core of the five major cities is an effective strategy. Not only is
it low priced but the ads will also be placed in the surrounding area of Burger Kings for easy access.
Use of Pattison Transit Advertising
Production: $ 60,000 Frequency: 5 Reach: 14 GRP: 70 4 weeks 5 posters per city
Cost: $ 480,000
Knowledge
The radio ads will play 3 times a week, (Mon., Wed., Fri.). Monday can be noted as a reminder ad,
after the weekend, Wednesday is used to get people excited on a long day when the weekend is far
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away. Friday is used to close off the week. These ads will play on selected English radio stations that
play Top 40, Alternative Rock and hip-hop within the 7 CMAs.
Radio Stations: The New Flow (93.5) Toronto, Z-95 (95.3 FM) Vancouver, 95.9 Montreal,
CHDI-FM Edmonton, CIBK Calgary, HOT 89.9 FM Ottawa and CKMM Winnipeg.
Production: $ 50,000 Frequency: 2 Reach: 11 GRP: 22 16 weeks 3 times per week
Cost: $ 683,600
Trial
Another out-of-home location, will be within metro stations (where available and in areas without
metros, bus shelter ads) at the core of the city, preferably those that contain intersecting metro line. In
this period of the cycle, it is becoming very cold outside and many take to the warmth of the metro for
transport. The ad will run for two months (November & December) then there will be a three month
break. The ad will be re-instated (in April & May) to remind our target market of Burger King. The
re-use of the ad will generate easy recognition since many have seen the poster before.
Use of Pattison Transit Advertising
Production: $ 60,000 Frequency: 3 Reach: 12 GRP: 36 16 weeks 4 Posters per CMA
Cost: $ 751,200
Conviction
The television ad will air during the evening at which point the target market would be home and
is trying to relax after a long day. The use of a television commercial on popular and most viewed
show, i.e. Sex and the City on Cosmo TV. The television commercial will air in February and last till
March. This is when the many people stay indoors.
Production: $ 300,000 + $50,000 for Its a Mans World instrumental Frequency: 2
Reach: 10 GRP: 20 8 weeks Commercial to air 2 times/week
Cost: $990,000
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Online
The online portion of the campaign will be used to provide information to Burger King users. This
is due to the QR codes that will be printed on the out-of-home ads. This will provide locations and
show the daily special. All ads will be posted online after their completed cycle.
Upkeep and construction of add-on: $30,000
Campaign Evaluation
To evaluate the effectiveness of our campaign, an in-depth study is needed. The information
collected will help Burger King in its future endeavours.
Total Cost: $ 50,000
Media
Frequency Reach
Radio
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Out-of-Home
(Teaser Ads)
Television
14
10
Online
Out-of-Home
12
Timing/
Placement
3 times/
week
5 posters/
city
2 times/
week
4 posters/
city
Campaign
Evaluation
Total Cost of Campaign
Cost per
GRP
$600
Production
$50,000
Total
Amount
$683,600
$300
$60,000
$480,000
$2000
$350,000
$990,000
$300
$30,000
$60,000
$30,000
$751,200
$50,000
$50,000
$2,984,800
Magazines & Newspaper

Magazines were not selected primarily due to habits of the target market. The target market tends to
read magazines that are for fashion and design. In many of these magazines there are many skinny
models, this can lead to the reader feeling self-conscious and thus rejecting Burger King before
even trying it.

The sections of the newspapers that the target market does read are very similar to those of
magazines. If they were to be put in other areas of the newspapers theres a higher chance that the
target market may overlook or skim through that page and not pay any particular attention to it.
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Strategies
Media Strategy
Seven Basic Elements
1) Reach
Our targeted reach objective is 95%.
2) Frequency
According to PMB the medium user will eat at a fast food burger restaurant three to four times a
month. This information allows us to understand that our target markets purchase cycle is once
a week. With this information we can calculate that we would like to have a frequency of five
times per purchase cycle.
3) Geographic Coverage
Our geographic coverage will include the seven major cities in Canada: Toronto, Montreal,
Vancouver, Ottawa, Quebec City, Edmonton, and Calgary. The reason for our choice of only
seven cities is because of the statistics on the Burger King locations in Canada. These were the
only ones that had ten or more locations from the center of the cities.
4) Timing
We will be running a year long campaign which will include out-of-home, radio, TV, and print
ads. The out-of-home advertising will be placed in a warm climate where our targeted audience
will be outside and in more likely to see the advertisements. Radio will be aired dispersedly
throughout the year. Television advertising as well as print will be in effect in the colder months
when our target market is predominately indoors and has more time for these media outlets.
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5) Depth
This will include thirty second long commercials during busy periods and we will switch to
radio advertisements during slow periods.
6) Intangibles
We want the media to portray us as an innovative, bold, empowering and rebellious burger
chain for targeting this untapped market.
7) Flexibility
The benefits of using non-flexible media outweigh the advantages of flexible media. Therefore,
we will have a very limited amount of flexible media since it is not an important issuein regards
to our campaign.
Creative Strategy
Seven Simple Questions
1) Why are we advertising?
Many selling opportunities are being lost, because part of the market is largely ignored in the
fast food industry.
2) Who must the campaign affect?

We are targeting 18-34 year old English Canadian women who feel like their needs in terms of
fast food are not being recognized. These women strive to be successful in a male dominated
world. They have always felt like they dont fit it societys expectations of women and want to
break free of the pressure.
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3) What do they think of our brand now?

Majority of the target market likes Burger King but feel guilty about eating such big burgers
because they are women.
4) What do we want them to think or do as a result of the campaign?

Burger King wants them to feel comfortable about eating such a big burger.
5) What is the best thing we can say to affect their behaviour?

After eating at Burger King, you will feel like a free woman.
6) What is the support for our claim?

In the fast food industry, no burger empowers you like the Whopper does.
7) What is the personality of character that we want to foster for the brand or product?
We want our brand to be looked at as empowering, bold, innovative and rebellious.
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Campaign Evaluation
In order to measure the effectiveness of this campaign, Crown Consulting with use two different
approaches.
Firstly, a group of 10 women will be hired in the three biggest city of the country, Toronto,
Montreal and Vancouver. These focus groups will be asked their opinion on the campaign before
it comes out. This total of 30 women will be compensated financially for their time and opinion.
Crown Consulting will be mainly focusing on their reactions towards the campaign launch.
Secondly, Crown Consulting will distribute surveys in association with Leger Marketing. These
surveys will ask different questions that will try to measure the effectiveness of our campaign. They
will be given out about 4 months after the official launch of the campaign. They will ask if the
population recalls the campaign and scale it on 1 to 10. Furthermore, this survey will also ask if the
campaign has led to a visit to Burger King and a purchase. We will also aim to get the number of
additional purchases these women made before and after the campaign.
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Radio Ads (FM stations)

Description: Music (Its a Mans World instrumental) and voice-over (ad below)
Duration: 2 months
Description: Radio version of Television Commercial

Duration: 2 months
All your life you may have felt like you didnt fit in. As a child, you never played
with dolls, instead you liked train sets and model aircrafts. You often feel like
you say the wrong thing at the wrong moment. You may feel like these traits are
not normal. We have some news for you: they are when it comes to an inspiring female like yourself. You like to pursue successful careers in male dominated
industries. You have a mans size appetite for success, so why treat yourself differently when it comes to hunger? Head to Burger King, have a Whopper.
23
Print Ad (Out-of-Home)
Teaser campaign
Advertiser is unknown from the public
Duration: 2 weeks
24
Print Ad (Out-of-Home)
Burger King primary Advertiser
Duration: 2 weeks
25
Print Ad (Metro)
Duration: 4 months (2 months on, 2 months off)
26
Television Commercial
Description: Ad begins with music (Its a Mans World instrumental) and voice-over
Duration: 2 months
Nowadays, society dictates everything a woman can and cannot do.
Men can publicly walk around topless,
they can pee standing up,
And most importantly, they can eat a

big burger. Its time to break some of
these norms and set yourself free.
and only they can grow

a playoff beard.
Women of Canada, go ahead,

indulge in a Whopper!
27
Work Cited & Bibliography

1. Mitchell, Dan. What went wrong at Burger King September 3, 2010 http://money.cnn.
com/2010/09/03/news/companies/burger_king_buyout.fortune/index.htm
2. The Economist Online. Burger King for sale? Sep 1st 2010, 17:40 by The Economist online |
NEW YORK, http://www.economist.com/blogs/newsbook/2010/09/burger_king_sale
3. Timothy Richards and Luis Padilla. Promotion and Fast Food Demand. Arizona State
University. October 25, 2007 https://webapp4.asu.edu/directory/person/92424
4. Canadian Restaurant and Foodservices Association (CRFA), 2007. Economic Impact of
Canadas Foodservice Industry. April 2007. http://www.crfa.ca/reserach/factsandstats.
asp#consumer
5. BK Holdings, Inc. 2010 annual report. http://www.annualreports.com/Company/2878
6. Reynolds, John. Burger King packaging draws inspiration from Warhol. 07 July 2010.
http://www.marketingmagazine.co.uk/news/1014554/Burger-King-packaging-drawsinspiration-Warhol
7. Canadians are opting for fast food instead of fruits and vegetables and generally dont have
a balanced diet, according to a new study. By CanWest News Service December 19, 2007
http://www.canada.com/vancouversun/news/story.html?id=284fbbac-3be5-4498-92cb065ebf37ab77
8. Phillips, David. Burger King Says Have It Your Way: Beer With That Whopper and Fries?
January 25, 2010 http://www.cbsnews.com/8301-505123_162-33141287/burger-king-sayshave-it-your-way-beer-with-that-whopper-and-fries/?tag=bnetdomain
9. Toane, Carey. Burger King gets mad, even April 1, 2010. http://strategyonline.ca/2010/04/01/
whoburgerking-20100401/#ixzz1dSJqSxiQ
10. Canadas Population Estimates: Table 2 Quarterly Demographic Estimates. Statistics Canada:
Canadas National Statistical Agency / Statistique Canada : Organisme Statistique National Du
Canada. Gov. of Canada, 01 Jan. 2011. Web. 17 Nov. 2011. <http://www.statcan.gc.ca/dailyquotidien/110324/t110324b2-eng.htm>.
11. Population by Sex and Age Group. Statistics Canada - Summary Tables. Gov. of Canada, 1
July 2011. Web. 26 Nov. 2011. <http://www40.statcan.gc.ca/l01/cst01/demo10a-eng.htm>.
28
12. Unknown Author. Burger King Canada Location. Red Lion Data. Red Lion. Web. 24 Nov.
2011. <http://www.redliondata.com/wp-content/uploads/2011/08/bkmap_canada.png>.
13. Belch, George E., Micheal A. Belch and Michael A. Guolla , Advertising and Promotion. 4th
Edition. McGraw-Hill Ryerson, 2011. 133
14. Print Measurement Bureau. (2011) Demographics - Restaurants Burger Restaurant(s) Eat At
Any. PMB. Retrieved on October 29, 2011, from http://www.pmb.ca via Concordia Database
15. Print Measurement Bureau. (2011) Leisure, Restaurants, Tobacco > Restaurants PMB.
Retrieved on October 29, 2011, from http://www.pmb.ca via Concordia Database
16. Print Measurement Bureau. (2011) Demographics - Restaurants Types of Restaurant Quick
Service/Fast Food, PMB. Retrieved on October 29, 2011, from http://www.pmb.ca via
Concordia Database
29
Appendices
Print Measurement Bureau reports (3).
30
01 PMB 2011 Fall - 1 YR DATABASE (DE)

NETQuest:
Total
Canada M&F age 12+
Gender:
Male
Female
Age:
12-17 years
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+
Baby Boomers (born in 1945-1965)
Education:
No Certificate Or Diploma
Secondary/High School Graduate
Trade Certificate/Diploma
University/Other Non-University Cert.
Bachelors Degree
Post Graduate+ Degree
Principal Grocery Shopper:
Principal Grocery Shopper
Occupation:
Professionals
Senior Managers/Owners
Other Managers
Technical/Sales/Teaching/Other White
Collar
Clerical/Secretarial
Skilled, Unskilled, Primary
Other
Business Target Audience:
MOPEs
Region:
Atlantic
Quebec
Ontario
Manitoba, Saskatchewan
Alberta
British Columbia
City:
Toronto
Vancouver
Montreal
Quebec
Ottawa/Gatineau
Calgary
Edmonton
Community Size:
Montreal/Toronto/Vancouver
100,000-2,000,000
Under 100,000
Household Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M-$99.9M
$100M +
Personal Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M +
HH Size:
1
2
3+
Own Or Rent Home:
Own
Rent
Type Of Dwelling:
Detached House
Semi-Detached House
Row Or Townhouse
Apartment (No Elev.)/Duplex/Triplex
High Rise Or Apartment With Elevator
Mobile Home
Other
Hhld. Structure:
Couple With Children Living at Home
Couple - No Children Living At Home
Adult With Children Living At Home
Adult Living Alone
Adult Sharing Accommodation
Empty Nesters
Other
Adult Child/Children in parents home:
18-24 years old
25+ years old
HH With Children:
Under 3
3-11 years
Kantar Media 2011
Not Stated
% vert % horz
Demographics - Restaurants Types of Restaurant Quick Service/Fast Food

1-2 Times Past 30 Days (L)
3-4 Times Past 30 Days (M)
(000) % vert % horz
index
(000) % vert % horz
index
Total
(000)
(000)
29,504
16,462
100.0
55.8
100
4,453
100.0
15.1
100
2,209
100.0
7.5
100
1,140
100.0
3.9
100
14,552
14,952
7,708
8,754
46.8
53.2
53.0
58.5
95
105
2,120
2,334
47.6
52.4
14.6
15.6
97
103
1,045
1,164
47.3
52.7
7.2
7.8
96
104
691
449
60.6
39.4
4.7
3.0
123
78
2,546
3,275
4,631
4,771
5,061
4,499
4,720
9,932
1,275
1,569
2,293
2,480
2,865
2,936
3,044
6,048
7.7
9.5
13.9
15.1
17.4
17.8
18.5
36.7
50.1
47.9
49.5
52.0
56.6
65.3
64.5
60.9
90
86
89
93
101
117
116
109
491
414
997
950
789
453
359
1,279
11.0
9.3
22.4
21.3
17.7
10.2
8.1
28.7
19.3
12.6
21.5
19.9
15.6
10.1
7.6
12.9
128
84
143
132
103
67
50
85
178
389
397
422
394
232
196
641
8.0
17.6
18.0
19.1
17.8
10.5
8.9
29.0
7.0
11.9
8.6
8.9
7.8
5.2
4.2
6.5
93
159
115
118
104
69
56
86
76
248
230
249
155
119
62
276
6.7
21.8
20.1
21.8
13.6
10.5
5.5
24.2
3.0
7.6
5.0
5.2
3.1
2.6
1.3
2.8
78
196
128
135
79
69
34
72
6,502
7,863
2,671
6,248
4,091
2,129
3,507
4,313
1,438
3,535
2,408
1,260
21.3
26.2
8.7
21.5
14.6
7.7
53.9
54.9
53.8
56.6
58.9
59.2
97
98
96
101
106
106
905
1,120
524
950
635
319
20.3
25.2
11.8
21.3
14.3
7.2
13.9
14.2
19.6
15.2
15.5
15.0
92
94
130
101
103
99
418
698
176
522
265
131
18.9
31.6
8.0
23.6
12.0
5.9
6.4
8.9
6.6
8.4
6.5
6.1
86
119
88
112
86
82
184
316
124
243
211
61
16.2
27.8
10.9
21.3
18.6
5.3
2.8
4.0
4.6
3.9
5.2
2.9
73
104
120
101
134
74
18,895
11,123
67.6
58.9
106
2,661
59.7
14.1
93
1,359
61.5
7.2
96
635
55.7
3.4
87
1,379
842
3,261
2,812
794
480
1,786
1,640
4.8
2.9
10.8
10.0
57.5
57.0
54.8
58.3
103
102
98
105
206
124
591
487
4.6
2.8
13.3
10.9
14.9
14.8
18.1
17.3
99
98
120
115
63
74
242
223
2.9
3.3
11.0
10.1
4.6
8.7
7.4
7.9
61
117
99
106
29.9
27.7
185
170
2.6
2.4
16.2
14.9
2.2
3.3
5.7
6.0
56
85
147
156
2,643
6,064
12,504
1,425
3,029
7,309
8.7
18.4
44.4
53.9
49.9
58.5
97
90
105
533
1,045
1,468
12.0
23.5
33.0
20.1
17.2
11.7
133
114
78
283
624
700
12.8
28.2
31.7
10.7
10.3
5.6
143
137
75
148
295
285
13.0
25.8
25.0
5.6
4.9
2.3
145
126
59
5,482
3,059
18.6
55.8
100
921
20.7
16.8
111
379
17.2
6.9
92
243
21.3
4.4
115
2,069
6,917
11,429
1,936
3,182
3,971
1,157
3,654
6,453
1,132
1,667
2,399
7.0
22.2
39.2
6.9
10.1
14.6
55.9
52.8
56.5
58.5
52.4
60.4
100
95
101
105
94
108
244
1,020
1,750
299
522
619
5.5
22.9
39.3
6.7
11.7
13.9
11.8
14.7
15.3
15.5
16.4
15.6
78
98
101
102
109
103
119
488
838
198
359
206
5.4
22.1
37.9
9.0
16.3
9.3
5.7
7.1
7.3
10.2
11.3
5.2
77
94
98
137
151
69
70
265
505
81
134
85
6.1
23.3
44.3
7.1
11.8
7.5
3.4
3.8
4.4
4.2
4.2
2.1
87
99
114
108
109
55
4,897
2,059
3,380
671
1,071
1,076
1,029
2,903
1,248
1,877
319
603
573
619
17.6
7.6
11.4
1.9
3.7
3.5
3.8
59.3
60.6
55.5
47.5
56.3
53.3
60.1
106
109
100
85
101
95
108
660
299
530
92
180
176
159
14.8
6.7
11.9
2.1
4.1
4.0
3.6
13.5
14.5
15.7
13.6
16.8
16.4
15.5
89
96
104
90
112
109
103
317
109
281
60
64
108
129
14.4
4.9
12.7
2.7
2.9
4.9
5.9
6.5
5.3
8.3
8.9
6.0
10.0
12.6
87
71
111
119
80
134
168
252
45
133
35.8
29.1
32.0
25.7
22.1
4.0
11.7
3.1
2.6
2.8
2.3
5.1
2.2
3.9
5.3
2.7
3.0
2.5
133
57
102
138
70
77
64
10,335
10,306
8,863
6,028
5,842
4,593
36.6
35.5
27.9
58.3
56.7
51.8
105
102
93
1,489
1,579
1,386
33.4
35.4
31.1
14.4
15.3
15.6
95
101
104
707
905
596
32.0
41.0
27.0
6.8
8.8
6.7
91
117
90
430
326
383
37.8
28.6
33.6
4.2
3.2
4.3
108
82
112
2,663
1,129
2,546
4,235
6,334
4,551
8,046
1,302
547
1,432
2,572
3,666
2,524
4,419
7.9
3.3
8.7
15.6
22.3
15.3
26.8
48.9
48.5
56.2
60.7
57.9
55.5
54.9
88
87
101
109
104
99
98
420
86
308
537
1,038
740
1,324
9.4
1.9
6.9
12.1
23.3
16.6
29.7
15.8
7.6
12.1
12.7
16.4
16.3
16.5
105
50
80
84
109
108
109
120
148
124
299
409
417
692
5.4
6.7
5.6
13.5
18.5
18.9
31.3
4.5
13.1
4.9
7.1
6.5
9.2
8.6
60
175
65
94
86
122
115
87
22.1
84
121
225
194
406
7.6
1.9
7.4
10.6
19.7
17.1
35.6
3.3
2.0
3.3
2.9
3.6
4.3
5.0
85
51
86
74
92
111
131
12,081
2,080
3,814
4,544
3,997
2,988
6,545
1,172
2,219
2,553
2,310
1,663
39.8
7.1
13.5
15.5
14.0
10.1
54.2
56.3
58.2
56.2
57.8
55.6
97
101
104
101
104
100
1,729
280
532
770
661
480
38.8
6.3
12.0
17.3
14.9
10.8
14.3
13.5
14.0
16.9
16.5
16.1
95
89
92
112
110
106
859
186
240
388
325
210
38.9
8.4
10.9
17.6
14.7
9.5
7.1
9.0
6.3
8.5
8.1
7.0
95
120
84
114
108
94
425
40
124
214
151
185
37.3
3.5
10.9
18.7
13.3
16.3
3.5
1.9
3.3
4.7
3.8
6.2
91
50
84
122
98
161
3,625
9,171
16,708
2,171
5,597
8,694
13.2
34.0
52.8
59.9
61.0
52.0
107
109
93
398
1,160
2,895
8.9
26.1
65.0
11.0
12.7
17.3
73
84
115
208
603
1,398
9.4
27.3
63.3
5.7
6.6
8.4
77
88
112
81
273
786
7.1
23.9
69.0
2.2
3.0
4.7
58
77
122
22,532
6,849
12,779
3,598
77.6
21.9
56.7
52.5
102
94
3,458
980
77.6
22.0
15.3
14.3
102
95
1,677
528
75.9
23.9
7.4
7.7
99
103
884
248
77.6
21.7
3.9
3.6
102
94
20,877
1,246
2,642
2,904
910
361
500
11,743
710
1,433
1,547
593
175
242
71.3
4.3
8.7
9.4
3.6
1.1
1.5
56.2
57.0
54.2
53.3
65.1
48.5
48.4
101
102
97
95
117
87
87
3,128
232
420
420
99
88
61
70.2
5.2
9.4
9.4
2.2
2.0
1.4
15.0
18.6
15.9
14.4
10.9
24.4
12.1
99
123
105
96
72
161
80
1,552
94
172
190
47
31.2
89
70.3
4.3
7.8
8.6
2.1
1.4
4.1
7.4
7.5
6.5
6.6
5.2
8.7
17.9
99
101
87
88
69
116
239
806
35.0
125
127
34.8
4.6
6.9
70.7
3.1
11.0
11.1
3.0
0.4
0.6
3.9
2.8
4.7
4.4
3.8
1.3
1.4
100
73
123
113
99
33
36
13,525
7,521
2,546
3,619
1,989
3,748
304
7,130
4,701
1,291
2,168
1,016
2,647
155
43.3
28.6
7.8
13.2
6.2
16.1
0.9
52.7
62.5
50.7
59.9
51.1
70.6
51.2
94
112
91
107
92
127
92
2,352
984
434
398
246
386
39.7
52.8
22.1
9.7
8.9
5.5
8.7
0.9
17.4
13.1
17.0
11.0
12.4
10.3
13.1
115
87
113
73
82
68
87
1,095
409
263
208
223
208
10.8
49.6
18.5
11.9
9.4
10.1
9.4
0.5
8.1
5.4
10.3
5.7
11.2
5.6
3.6
108
73
138
77
150
74
48
620
189
118
81
105
58
27.0
54.4
16.6
10.4
7.1
9.2
5.1
2.4
4.6
2.5
4.7
2.2
5.3
1.6
8.9
119
65
120
58
136
40
230
5,439
2,422
2,845
1,378
17.3
8.4
52.3
56.9
94
102
816
333
18.3
7.5
15.0
13.7
99
91
464
174
21.0
7.9
8.5
7.2
114
96
317
117
27.8
10.3
5.8
4.8
151
125
2,627
5,939
1,340
3,072
8.1
18.7
51.0
51.7
91
93
521
1,164
11.7
26.1
19.8
19.6
131
130
203
513
9.2
23.2
7.7
8.6
103
115
94
206
8.2
18.0
3.6
3.5
92
90
index
5+ Times Past 30 Days (H)

(000) % vert % horz
index

NETQuest:
Total
(000)
7,373
6,845
11,828
Under 12
12-17
Under 18
Language(s) Used Most Often At Home:
English
19,680
French
6,115
Other
3,709
Language (Summary):
French Canada
5,984
English Canada
23,519
Magazine/TV Imperatives - Total:
Magazine Imperative
6,735
TV Imperative
7,006
Dual Audience
10,608
Light
5,155
Magazine/TV Imperatives - English:
Magazine Imperative
5,303
TV Imperative
5,585
Dual Audience
8,292
Light
4,339
Magazine/TV Imperatives - French:
Magazine Imperative
1,575
TV Imperative
1,445
Dual Audience
2,095
Light
870
Kantar Media 2011
(000)
3,882
3,476
6,056
Not Stated
% vert % horz
23.6
52.6
21.1
50.8
36.8
51.2
index
94
91
92
Demographics - Restaurants Types of Restaurant Quick Service/Fast Food

(000) % vert % horz
index
(000) % vert % horz
index
1,415
31.8
19.2
127
594
26.9
8.1
108
1,234
27.7
18.0
119
579
26.2
8.5
113
2,217
49.8
18.7
124
985
44.6
8.3
111

(000) % vert % horz
index
275
24.1
3.7
96
264
23.2
3.9
100
478
41.9
4.0
105
11,085
3,295
2,082
67.3
20.0
12.6
56.3
53.9
56.1
101
97
101
3,080
984
389
69.2
22.1
8.7
15.7
16.1
10.5
104
107
69
1,570
418
221
71.1
18.9
10.0
8.0
6.8
6.0
107
91
80
793
238
109
69.6
20.9
9.5
4.0
3.9
2.9
104
101
76
3,223
13,239
19.6
80.4
53.9
56.3
97
101
961
3,492
21.6
78.4
16.1
14.8
106
98
411
1,798
18.6
81.4
6.9
7.6
92
102
226
914
19.8
80.2
3.8
3.9
98
101
3,805
3,643
6,242
2,772
23.1
22.1
37.9
16.8
56.5
52.0
58.8
53.8
101
93
105
96
1,083
917
1,598
856
24.3
20.6
35.9
19.2
16.1
13.1
15.1
16.6
106
87
100
110
580
456
770
402
26.3
20.7
34.9
18.2
8.6
6.5
7.3
7.8
115
87
97
104
272
250
432
186
23.8
21.9
37.9
16.4
4.0
3.6
4.1
3.6
104
92
105
94
3,008
2,880
4,989
2,362
18.3
17.5
30.3
14.3
56.7
51.6
60.2
54.4
102
92
108
98
813
757
1,190
733
18.3
17.0
26.7
16.5
15.3
13.6
14.3
16.9
102
90
95
112
439
377
623
359
19.9
17.1
28.2
16.2
8.3
6.7
7.5
8.3
111
90
100
110
223
202
361
128
19.6
17.7
31.7
11.2
4.2
3.6
4.4
2.9
109
94
113
76
869
814
1,101
439
5.3
4.9
6.7
2.7
55.2
56.4
52.6
50.4
99
101
94
90
317
155
365
124
7.1
3.5
8.2
2.8
20.2
10.7
17.4
14.2
134
71
115
94
138
87
138
48
6.2
3.9
6.2
2.2
8.8
6.0
6.6
5.5
117
80
88
74
46
43
68
69
4.1
3.8
6.0
6.0
2.9
3.0
3.3
7.9
76
77
84
205
Personally Used In Past 30 Days
Kantar Media 2011
24,264
3,590
1,650
Yes
No
Not Stated
01 PMB 2011 Fall - 1 YR DATABASE

(DE)
(000)
Answer
Subject > Leisure, Restaurants, Tobacco > Restaurants
Page 1 of 26
5.6%
12.2%
82.2%
Times used in past 30 days
6,141
20.8%
1,517
5.1%
448
1.5%
1-2 (L)
3-4 (M)
5+ (H)
Kantar Media 2011
16,158
54.8%
Not Stated
Delivery

(DE)
1,626
5.5%
2,437
8.3%
4,564
15.5%
15,637
53.0%
Drive Thru
Page 2 of 26
3,872
13.1%
5,115
17.3%
9,146
31.0%
6,131
20.8%
Eat-In
Times used in past 30 days
3,026
10.3%
1,247
4.2%
3-4 (M)
5+ (H)

(DE)
6,472
21.9%
1-2 (L)
Kantar Media 2011
13,520
45.8%
Not Stated
Take-Out
Page 3 of 26
3,890
13.2%
511
1.7%
257
0.9%
Kantar Media 2011
19,605
66.5%
Buffets
Not Stated
Types of Restaurant

(DE)
401
1.4%
505
1.7%
893
3.0%
22,465
76.1%
Cafeteria
Page 4 of 26
1,755
5.9%
3,328
11.3%
7,299
24.7%
11,882
40.3%
Casual/Family Dining
748
2.5%
310
1.1%
342
1.2%
Kantar Media 2011
22,863
77.5%
Convenience Store
Not Stated
Types of Restaurant

(DE)
94
0.3%
232
0.8%
506
1.7%
23,431
79.4%
Department Store
Page 5 of 26
596
2.0%
1,311
4.4%
3,959
13.4%
18,398
62.4%
Food Court
1,979
6.7%
598
2.0%
289
1.0%
Kantar Media 2011
21,398
72.5%
Grocery Store Take Out
Not Stated
Types of Restaurant

(DE)
1,140
3.9%
2,209
7.5%
4,453
15.1%
16,462
55.8%
Quick Service/Fast Food
Page 6 of 26
2,188
7.4%
1,963
6.7%
3,900
13.2%
16,213
55.0%
Coffee/Donut Shops
579
2.0%
748
2.5%

(DE)
1,900
6.4%
Kantar Media 2011
21,037
71.3%
Other
Not Stated
Types of Restaurant
Page 7 of 26
8,086
27.4%
1,372
4.6%
1,404
4.8%
Kantar Media 2011
13,402
45.4%
Oriental
Not Stated
Type of Food

(DE)
577
2.0%
1,458
4.9%
8,144
27.6%
14,085
47.7%
Chinese
Page 8 of 26
155
0.5%
501
1.7%
2,062
7.0%
21,545
73.0%
Thai
1,827
6.2%
515
1.7%
189
0.6%
Kantar Media 2011
21,733
73.7%
Japanese
Not Stated
Type of Food

(DE)
113
0.4%
332
1.1%
1,397
4.7%
22,421
76.0%
Indian
Page 9 of 26
224
0.8%
444
1.5%
1,274
4.3%
22,322
75.7%
Other Asian (Vietnamese, Korean,

etc)
8,777
29.7%
2,594
8.8%
864
2.9%
Kantar Media 2011
12,029
40.8%
Pizza
Not Stated
Type of Food

(DE)
227
0.8%
821
2.8%
2,107
7.1%
21,108
71.5%
Other Italian
Page 10 of 26
530
1.8%
1,085
3.7%
2,685
9.1%
19,964
67.7%
American
1,858
6.3%
412
1.4%
73
0.2%
Kantar Media 2011
21,921
74.3%
Greek
Not Stated
Type of Food
Page 11 of 26
152
0.5%
271
0.9%
1,055
3.6%
22,785
77.2%
Other Ethnic (Mexican, Spenish, etc)

(DE)
90
0.3%
205
0.7%
750
2.5%
23,219
78.7%
French
2,383
8.1%
904
3.1%
417
1.4%
Kantar Media 2011
20,560
69.7%
Bar/Pub Food
Not Stated
Type of Food

(DE)
191
0.6%
645
2.2%
2,450
8.3%
20,977
71.1%
Steakhouse
Page 12 of 26
213
0.7%
608
2.1%
2,256
7.6%
21,187
71.8%
Seafood
4,696
15.9%
1,478
5.0%
573
1.9%
Kantar Media 2011
17,518
59.4%
Chicken
Not Stated
Type of Food

(DE)
857
2.9%
2,093
7.1%
6,542
22.2%
14,772
50.1%
Burgers
Page 13 of 26
170
0.6%
325
1.1%
886
3.0%
22,883
77.6%
Bistro Style Food
4,367
14.8%
1,313
4.5%
659
2.2%
Kantar Media 2011
17,924
60.8%
Sub/Sandwiches
Not Stated
Type of Food

(DE)
270
0.9%
587
2.0%
2,643
9.0%
20,764
70.4%
Ice Cream
Page 14 of 26
49
0.2%
328
1.1%
1,112
3.8%
22,774
77.2%
Taco
496
1.7%
509
1.7%

(DE)
2,226
7.5%
Kantar Media 2011
21,033
71.3%
Other
Not Stated
Type of Food
Page 15 of 26
1,308
4.4%
526
1.8%
4,734
16.0%
3,966
13.4%
281
1.0%
3,689
12.5%
241
0.8%
1,242
4.2%
624
2.1%
12,711
43.1%
1,225
4.2%
498
1.7%
485
1.6%
5,790
19.6%
2,653
9.0%
13,864
47.0%
Arbys
Ashton
Burger King
Dairy Queen
Deluxe French Fries
Harveys
Hero Burger
La Belle Province
Licks
McDonalds
New York Fries
Triple O's
Valentine
Wendys
Other Burger Restaurants
Not Stated
Kantar Media 2011
8,136
27.6%
Any
A&W
Burger Restaurant(s) Eat At

(DE)
9,166
31.1%
910
3.1%
878
3.0%
11
0.0%
18
0.1%
36
0.1%
4,252
14.4%
157
0.5%
219
0.7%
14
0.0%
486
1.6%
7
0.0%
299
1.0%
403
1.4%
48
0.2%
66
0.2%
1,506
5.1%
Most Often
Page 16 of 26
9,961
33.8%
1,759
6.0%
4,911
16.6%
474
1.6%
480
1.6%
1,190
4.0%
8,460
28.7%
467
1.6%
1,023
3.5%
227
0.8%
3,203
10.9%
274
0.9%
3,667
12.4%
4,331
14.7%
478
1.6%
1,242
4.2%
6,629
22.5%
Sometimes
1,445
4.9%
1,227
4.2%
268
0.9%
249
0.8%
171
0.6%
6,569
22.3%
229
0.8%
670
2.3%
762
2.6%
1,494
5.1%
1,452
4.9%
3,145
10.7%
324
1.1%
370
1.3%
260
0.9%
194
0.7%
Applebee's
Baton Rouge
Boathouse
Boccacino's
Boston Market
Boston Pizza
Bread Garden
Cactus Club
Caseys
Dennys
Earls
East Side Marios
Firkin Pubs
Giorgio
Golden Griddle
Houston Steaks
Kantar Media 2011
245
0.8%
Any
Alice Fazoolis
Casual/Family Dining Rest. Eat At

(DE)
7
0.0%
2
0.0%
20
0.1%
60
0.2%
264
0.9%
72
0.2%
102
0.3%
15
0.0%
36
0.1%
0
0.0%
1,051
3.6%
5
0.0%
5
0.0%
13
0.0%
86
0.3%
115
0.4%
0
0.0%
Most Often
Page 17 of 26
187
0.6%
258
0.9%
350
1.2%
264
0.9%
2,881
9.8%
1,380
4.7%
1,391
4.7%
748
2.5%
634
2.1%
229
0.8%
5,517
18.7%
166
0.6%
244
0.8%
255
0.9%
1,141
3.9%
1,330
4.5%
244
0.8%
Sometimes
1,367
4.6%
913
3.1%
2,521
8.5%
1,198
4.1%
326
1.1%
279
0.9%
953
3.2%
108
0.4%
426
1.4%
1,373
4.7%
1,056
3.6%
1,615
5.5%
2,606
8.8%
144
0.5%
1,655
5.6%
379
1.3%
Jack Astors
Joey's Seafood
Kelseys
La Cage aux Sports
La Piazzetta
Le Bifthque
Le Vieux Duluth
Macaroni Grill
Madison's
Mandarin
Mikes
Milestones Grill & Bar
Montana's
Movenpick
Moxie's
Mr. Greeks
Kantar Media 2011
420
1.4%
Any
Humptys

(DE)
6
0.0%
83
0.3%
2
0.0%
168
0.6%
119
0.4%
62
0.2%
179
0.6%
29
0.1%
1
0.0%
67
0.2%
34
0.1%
9
0.0%
43
0.1%
156
0.5%
44
0.1%
58
0.2%
9
0.0%
Most Often
Page 18 of 26
373
1.3%
1,572
5.3%
143
0.5%
2,437
8.3%
1,496
5.1%
994
3.4%
1,194
4.0%
397
1.3%
107
0.4%
885
3.0%
245
0.8%
317
1.1%
1,155
3.9%
2,366
8.0%
869
2.9%
1,309
4.4%
412
1.4%
Sometimes
2,572
8.7%
702
2.4%
1,107
3.8%
530
1.8%
77
0.3%
243
0.8%
2,808
9.5%
4,573
15.5%
3,230
10.9%
839
2.8%
304
1.0%
1,434
4.9%
7,064
23.9%
13,501
45.8%
Red Lobster
Red Robin
Scores
Shoeless Joe's
Sizzlers
Steak Frites
St. Hubert (Rtisseries St-Hubert)
Swiss Chalet (Chalet Suisse)
The Keg
Tony Roma's
Tuckers Market Place
White Spot
Other
Not Stated
Kantar Media 2011
669
2.3%
Any
Pacini

(DE)
9,076
30.8%
3,211
10.9%
233
0.8%
0
0.0%
17
0.1%
140
0.5%
1,080
3.7%
661
2.2%
13
0.0%
3
0.0%
30
0.1%
104
0.4%
62
0.2%
200
0.7%
9
0.0%
Most Often
Page 19 of 26
9,414
31.9%
4,052
13.7%
1,201
4.1%
304
1.0%
821
2.8%
3,090
10.5%
3,493
11.8%
2,147
7.3%
230
0.8%
74
0.3%
500
1.7%
1,003
3.4%
640
2.2%
2,372
8.0%
661
2.2%
Sometimes
202
0.7%
559
1.9%
7,107
24.1%
587
2.0%
67
0.2%
2,297
7.8%
23,205
78.7%
Churchs Chicken
Dixie Lee
KFC (PFK Poulet Frit Kentucky)
Joey's Only
Tennessee Jack's
Other Chicken Restaurant(s)
Not Stated
Kantar Media 2011
286
1.0%
Any
Chicken Delight
Fast Food Chicken Restaurant(s) Eat At

(DE)
18,163
61.6%
1,401
4.7%
3
0.0%
132
0.4%
3,762
12.8%
199
0.7%
28
0.1%
95
0.3%
Most Often
Page 20 of 26
19,929
67.5%
924
3.1%
64
0.2%
455
1.5%
3,345
11.3%
360
1.2%
174
0.6%
190
0.6%
Sometimes
268
0.9%
310
1.1%
173
0.6%
1,323
4.5%
697
2.4%
997
3.4%
742
2.5%
318
1.1%
423
1.4%
315
1.1%
148
0.5%
484
1.6%
2,331
7.9%
4,306
14.6%
16,946
57.4%
959
3.2%
Cafe Bistro A.L. Van Houtte
Caf Depot
Caf Supreme
Cora's/Chez Cora
Coffee Time
Country Style
Dunkin Donuts
Great Canadian Bagel
Krispy Kreme
MMMuffins
Muffin Plus
Robins Donut
Second Cup
Starbucks
Tim Hortons
Timothys
Kantar Media 2011
115
0.4%
Any
Bakers Dozen
Coffee/Donut/Breakfast Shops Eat At

(DE)
157
0.5%
11,186
37.9%
706
2.4%
144
0.5%
63
0.2%
7
0.0%
4
0.0%
7
0.0%
9
0.0%
73
0.2%
68
0.2%
33
0.1%
155
0.5%
5
0.0%
28
0.1%
20
0.1%
10
0.0%
Most Often
Page 21 of 26
802
2.7%
5,760
19.5%
3,600
12.2%
2,187
7.4%
421
1.4%
141
0.5%
311
1.1%
416
1.4%
310
1.0%
669
2.3%
929
3.1%
663
2.2%
1,168
4.0%
168
0.6%
281
1.0%
248
0.8%
105
0.4%
Sometimes
1,991
6.7%
16,696
56.6%
Other Coffee/Donut Shops
Not Stated
Kantar Media 2011
461
1.6%
Any
Williams Fresh Cafe
Coffee/Donut/Breakfast Shops Eat At

(DE)
7,307
24.8%
512
1.7%
0
0.0%
Most Often
Page 22 of 26
14,780
50.1%
1,500
5.1%
461
1.6%
Sometimes
7,785
26.4%
813
2.8%
1,150
3.9%
992
3.4%
3,089
10.5%
21,555
73.1%
Dairy Queen
La Cremiere
Marble Slab
Yogen Fruz
Other Ice Cream Parlours
Not Stated
Kantar Media 2011
1,802
6.1%
Any
Baskin Robbins
Ice Cream/Yogurt Parlour(s) Eat At

(DE)
15,473
52.4%
1,617
5.5%
191
0.6%
429
1.5%
356
1.2%
4,675
15.8%
636
2.2%
Most Often
Page 23 of 26
19,118
64.8%
1,534
5.2%
802
2.7%
722
2.4%
457
1.5%
3,111
10.5%
1,166
4.0%
Sometimes
2,812
9.5%
456
1.5%
1,988
6.7%
1,186
4.0%
695
2.4%
151
0.5%
4,429
15.0%
831
2.8%
3,097
10.5%
390
1.3%
527
1.8%
318
1.1%
151
0.5%
7,762
26.3%
18,999
64.4%
Domino
Grecos Pizza
Little Caesars
Panagos
Pizza Delight
Pizza Donini
Pizza Hut
Pizza Nova
Pizza Pizza
Pizzaville
Pizza 73
Topper's Pizza
3 For 1 Pizza & Wings
Other Pizza Restaurants
Not Stated
Kantar Media 2011
841
2.9%
Any
2-4-1
Pizza Restaurant(s) Eat At

(DE)
10,877
36.9%
5,340
18.1%
11
0.0%
63
0.2%
169
0.6%
94
0.3%
1,262
4.3%
287
1.0%
1,392
4.7%
18
0.1%
229
0.8%
391
1.3%
393
1.3%
175
0.6%
917
3.1%
188
0.6%
Most Often
Page 24 of 26
16,643
56.4%
2,492
8.4%
141
0.5%
255
0.9%
358
1.2%
296
1.0%
1,836
6.2%
543
1.8%
3,037
10.3%
134
0.5%
466
1.6%
795
2.7%
1,595
5.4%
281
1.0%
1,895
6.4%
653
2.2%
Sometimes
201
0.7%
487
1.7%
61
0.2%
3,162
10.7%
939
3.2%
3,543
12.0%
84
0.3%
12,501
42.4%
1,334
4.5%
19,467
66.0%
Druxys
Extreme Pita
Mega Wraps
Mr. Sub
Pita Pit
Quiznos
Select Sandwich
Subway
Other Sub/Sandwich Shop(s)
Not Stated
Kantar Media 2011
112
0.4%
Any
Croissant Plus
Sub/Sandwich Shop(s) Eat At

(DE)
11,655
39.5%
523
1.8%
8,075
27.4%
5
0.0%
604
2.0%
112
0.4%
835
2.8%
12
0.0%
25
0.1%
60
0.2%
32
0.1%
Most Often
Page 25 of 26
17,127
58.1%
819
2.8%
4,426
15.0%
79
0.3%
2,939
10.0%
827
2.8%
2,327
7.9%
49
0.2%
462
1.6%
141
0.5%
80
0.3%
Sometimes
93
0.3%
128
0.4%
3,067
10.4%
1,310
4.4%
789
2.7%
23,783
80.6%
Mexican Grill
Mucho Burrito
Taco Bell
Taco Time
Other Taco Restaurant(s)
Not Stated
Kantar Media 2011
179
0.6%
Any
Chipotle
Taco Restaurant(s) Eat At

(DE)
20,850
70.7%
475
1.6%
660
2.2%
1,867
6.3%
43
0.1%
35
0.1%
109
0.4%
Most Often
Page 26 of 26
22,368
75.8%
329
1.1%
650
2.2%
1,200
4.1%
85
0.3%
58
0.2%
70
0.2%
Sometimes

NETQuest:
Total
Canada M&F age 12+
Gender:
Male
Female
Age:
12-17 years
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+
Education:
Bachelors Degree
Occupation:
Professionals
Other Managers
Collar
Other
MOPEs
Region:
Atlantic
Quebec
Ontario
Alberta
British Columbia
City:
Toronto
Vancouver
Montreal
Quebec
Ottawa/Gatineau
Calgary
Edmonton
Community Size:
100,000-2,000,000
Under 100,000
Household Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M-$99.9M
$100M +
Personal Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M +
HH Size:
1
2
3+
Own Or Rent Home:
Own
Rent
Type Of Dwelling:
Detached House
Semi-Detached House
Row Or Townhouse
Mobile Home
Other
Hhld. Structure:
Adult Living Alone
Empty Nesters
Other
18-24 years old
25+ years old
HH With Children:
Under 3
3-11 years
Kantar Media 2011
Total
(000)
(000)
A&W
% vert % horz
29,504
8,136
100.0
14,552
14,952
4,129
4,007
2,546
3,275
4,631
4,771
5,061
4,499
4,720
9,932
Demographics - Restaurants Burger Restaurant(s) Eat At Any

Arbys
Ashton
% vert % horz
index
(000) % vert % horz
index
(000)
27.6
100
1,308
100.0
4.4
100
526
100.0
50.7
49.3
28.4
26.8
103
97
686
622
52.5
47.5
4.7
4.2
106
94
325
201
783
1,161
1,487
1,309
1,296
1,073
1,027
2,437
9.6
14.3
18.3
16.1
15.9
13.2
12.6
29.9
30.7
35.5
32.1
27.4
25.6
23.8
21.8
24.5
112
129
116
99
93
86
79
89
131
201
197
239
199
178
163
380
10.0
15.4
15.1
18.3
15.2
13.6
12.5
29.0
5.1
6.1
4.3
5.0
3.9
3.9
3.5
3.8
116
138
96
113
89
89
78
86
6,502
7,863
2,671
6,248
4,091
2,129
1,713
2,208
962
1,809
1,051
392
21.1
27.1
11.8
22.2
12.9
4.8
26.4
28.1
36.0
29.0
25.7
18.4
96
102
131
105
93
67
230
413
116
344
171
33.4
17.6
31.6
8.9
26.3
13.0
2.5
3.5
5.3
4.3
5.5
4.2
1.6
80
119
98
124
94
35
18,895
5,116
62.9
27.1
98
861
65.8
4.6
1,379
842
3,261
2,812
341
203
839
800
4.2
2.5
10.3
9.8
24.7
24.1
25.7
28.5
90
87
93
103
22.5
58
221
169
1.7
4.4
16.9
13.0
1.6
6.9
6.8
6.0
2,643
6,064
12,504
866
2,012
3,074
10.6
24.7
37.8
32.8
33.2
24.6
119
120
89
138
260
440
10.5
19.8
33.7
5,482
1,382
17.0
25.2
91
301
2,069
6,917
11,429
1,936
3,182
3,971
610
1,089
2,482
949
1,611
1,396
7.5
13.4
30.5
11.7
19.8
17.2
29.5
15.7
21.7
49.0
50.6
35.1
107
57
79
178
184
127
4,897
2,059
3,380
671
1,071
1,076
1,029
704
533
542
144
190
523
495
8.6
6.6
6.7
1.8
2.3
6.4
6.1
14.4
25.9
16.0
21.5
17.8
48.6
48.1
10,335
10,306
8,863
1,779
3,460
2,897
21.9
42.5
35.6
2,663
1,129
2,546
4,235
6,334
4,551
8,046
582
313
565
1,088
1,933
1,408
2,247
12,081
2,080
3,814
4,544
3,997
2,988
Burger King
% vert % horz
index
(000)
index
1.8
100
4,734
100.0
16.0
100
61.9
38.1
2.2
1.3
125
75
2,526
2,207
53.4
46.6
17.4
14.8
108
92
97
94
64
70
72
82
48
154
18.4
17.8
12.1
13.4
13.6
15.5
9.2
29.3
3.8
2.9
1.4
1.5
1.4
1.8
1.0
1.6
213
161
77
83
79
102
57
87
561
730
902
905
712
525
398
1,274
11.9
15.4
19.1
19.1
15.0
11.1
8.4
26.9
22.0
22.3
19.5
19.0
14.1
11.7
8.4
12.8
137
139
121
118
88
73
53
80
166
123
71
122
30.4
13.1
31.6
23.4
13.5
23.2
5.8
2.5
2.6
1.6
2.7
2.0
0.7
0.6
143
88
149
110
42
34
1,002
1,427
433
942
652
277
21.2
30.2
9.1
19.9
13.8
5.9
15.4
18.2
16.2
15.1
15.9
13.0
96
113
101
94
99
81
103
350
66.6
1.9
104
2,744
58.0
14.5
91
37
155
153
136
11.4
3.1
46
87
2.2
0.6
8.7
16.5
0.8
0.4
1.4
3.1
46
21
79
173
231
134
555
399
4.9
2.8
11.7
8.4
16.7
15.9
17.0
14.2
104
99
106
89
5.2
4.3
3.5
117
97
79
9.4
141
228
1.8
26.9
43.4
0.4
2.3
1.8
20
131
102
506
1,146
1,762
10.7
24.2
37.2
19.2
18.9
14.1
119
118
88
23.0
5.5
124
60
11.4
1.1
62
919
19.4
16.8
105
91
20.4
560
189
261
186
7.0
1.6
42.8
14.4
20.0
14.2
4.4
0.3
4.9
9.8
8.2
4.7
99
7
111
220
185
106
7.5
407
70
11.9
15.6
14.0
1.4
77.4
13.2
2.3
3.0
2.7
0.4
5.9
0.6
0.6
0.5
0.4
20
330
34
34
28
20
340
960
1,860
535
526
512
7.2
20.3
39.3
11.3
11.1
10.8
16.4
13.9
16.3
27.6
16.5
12.9
102
86
101
172
103
80
52
94
58
78
64
176
174
156
66
18.4
1.0
37.9
82
81
11.9
5.1
1.4
0.1
2.9
6.3
6.2
3.2
3.2
0.5
0.2
3.5
7.6
7.9
72
72
12
3
80
172
178
37.9
7.5
89
147
25.4
14.0
-
7.2
1.4
17.0
28.0
4.8
2.7
-
0.8
0.4
2.6
21.9
2.4
1.3
-
43
20
148
1231
133
73
-
905
287
579
98
135
207
156
19.1
6.1
12.2
2.1
2.9
4.4
3.3
18.5
14.0
17.1
14.5
12.6
19.2
15.1
115
87
107
91
79
120
94
17.2
33.6
32.7
62
122
119
241
649
418
18.4
49.6
32.0
2.3
6.3
4.7
53
142
106
135
280
111
25.6
53.3
21.1
1.3
2.7
1.3
73
153
70
1,772
1,838
1,124
37.4
38.8
23.7
17.1
17.8
12.7
107
111
79
7.2
3.8
6.9
13.4
23.8
17.3
27.6
21.9
27.7
22.2
25.7
30.5
30.9
27.9
79
101
81
93
111
112
101
99
52
95
143
262
258
400
7.5
3.9
7.2
10.9
20.1
19.7
30.6
3.7
4.6
3.7
3.4
4.1
5.7
5.0
84
103
84
76
93
128
112
60
63
51
89
66
59
138
11.4
12.1
9.7
16.9
12.5
11.2
26.3
2.3
5.6
2.0
2.1
1.0
1.3
1.7
126
315
112
117
58
73
96
350
174
413
643
1,025
849
1,279
7.4
3.7
8.7
13.6
21.7
17.9
27.0
13.1
15.5
16.2
15.2
16.2
18.7
15.9
82
96
101
95
101
116
99
3,404
569
1,080
1,333
954
796
41.8
7.0
13.3
16.4
11.7
9.8
28.2
27.3
28.3
29.3
23.9
26.6
102
99
103
106
87
97
534
70
123
185
210
186
40.9
5.4
9.4
14.1
16.0
14.2
4.4
3.4
3.2
4.1
5.3
6.2
100
76
73
92
118
140
258
21.8
74
81
58
33.2
49.0
4.1
14.1
15.4
11.0
6.3
2.1
1.0
1.9
1.8
1.4
1.1
120
59
109
100
81
62
2,060
276
591
836
537
435
43.5
5.8
12.5
17.7
11.3
9.2
17.0
13.3
15.5
18.4
13.4
14.6
106
83
97
115
84
91
3,625
9,171
16,708
777
2,601
4,758
9.5
32.0
58.5
21.4
28.4
28.5
78
103
103
123
402
783
9.4
30.8
59.8
3.4
4.4
4.7
76
99
106
78
132
316
14.8
25.0
60.2
2.1
1.4
1.9
121
81
106
459
1,189
3,086
9.7
25.1
65.2
12.7
13.0
18.5
79
81
115
22,532
6,849
6,299
1,807
77.4
22.2
28.0
26.4
101
96
1,037
251
79.3
19.2
4.6
3.7
104
83
321
201
61.1
38.1
1.4
2.9
80
164
3,522
1,198
74.4
25.3
15.6
17.5
97
109
20,877
1,246
2,642
2,904
910
361
500
6,007
283
725
588
154
155
215
73.8
3.5
8.9
7.2
1.9
1.9
2.6
28.8
22.7
27.4
20.2
16.9
43.0
43.0
104
82
99
73
61
156
156
1,011
58
123
29.5
21.5
28.0
11.4
77.3
4.4
9.4
2.3
1.6
2.1
0.9
4.8
4.6
4.7
1.0
2.4
7.7
2.3
109
104
105
23
53
175
51
311
16.8
32.6
143
16.1
0.9
3.8
59.2
3.2
6.2
27.1
3.1
0.2
0.7
1.5
1.3
1.2
4.9
1.8
0.2
0.8
84
75
69
276
99
14
43
3,298
241
419
456
192
67
48
69.7
5.1
8.8
9.6
4.1
1.4
1.0
15.8
19.4
15.8
15.7
21.1
18.6
9.6
98
121
99
98
131
116
60
13,525
7,521
2,546
3,619
1,989
3,748
304
3,779
2,090
777
775
611
1,132
102
46.5
25.7
9.6
9.5
7.5
13.9
1.3
27.9
27.8
30.5
21.4
30.7
30.2
33.7
101
101
111
78
111
110
122
581
311
151
123
105
206
36.6
44.4
23.8
11.6
9.4
8.0
15.7
2.8
4.3
4.1
5.9
3.4
5.3
5.5
12.1
97
93
134
77
119
124
272
196
94
88
77
71
19.1
0.6
37.3
17.8
16.6
14.6
13.6
3.6
0.1
1.5
1.2
3.4
2.1
3.6
0.5
0.2
81
70
193
119
201
29
11
2,445
945
502
459
342
439
39.6
51.7
20.0
10.6
9.7
7.2
9.3
0.8
18.1
12.6
19.7
12.7
17.2
11.7
13.0
113
78
123
79
107
73
81
5,439
2,422
1,551
549
19.1
6.7
28.5
22.7
103
82
262
131
20.0
10.0
4.8
5.4
109
122
108
31.3
20.5
5.9
2.0
1.3
111
72
1,028
332
21.7
7.0
18.9
13.7
118
86
2,627
5,939
756
1,826
9.3
22.4
28.8
30.8
104
112
126
259
9.6
19.8
4.8
4.4
108
98
50
77
9.6
14.7
1.9
1.3
107
73
542
1,297
11.5
27.4
20.6
21.8
129
136

NETQuest:
Total
(000)
7,373
6,845
11,828
Under 12
12-17
Under 18
English
19,680
French
6,115
Other
3,709
Language (Summary):
French Canada
5,984
English Canada
23,519
Magazine Imperative
6,735
TV Imperative
7,006
Dual Audience
10,608
Light
5,155
Magazine Imperative
5,303
TV Imperative
5,585
Dual Audience
8,292
Light
4,339
Magazine Imperative
1,575
TV Imperative
1,445
Dual Audience
2,095
Light
870
Kantar Media 2011
(000)
2,254
1,903
3,396
A&W
% vert % horz
27.7
30.6
23.4
27.8
41.7
28.7

Arbys
Ashton
% vert % horz
index
(000) % vert % horz
25.8
4.6
103
105
20.0
1.4
22.1
4.2
95
122
23.1
1.8
37.9
4.2
95
200
38.1
1.7
index
111
101
104
(000)
337
289
496
index
80
100
95
(000)
1,608
1,321
2,312
Burger King
% vert % horz
34.0
21.8
27.9
19.3
48.8
19.5
index
136
120
122
6,448
1,043
644
79.3
12.8
7.9
32.8
17.1
17.4
119
62
63
1,167
38.9
102
89.2
3.0
7.8
5.9
0.6
2.8
134
14
62
101
394
31.7
19.1
74.9
6.0
0.5
6.4
0.9
29
361
48
3,318
818
598
70.1
17.3
12.6
16.9
13.4
16.1
105
83
100
994
7,142
12.2
87.8
16.6
30.4
60
110
38.3
1,270
2.9
97.1
0.6
5.4
14
122
394
132
74.9
25.1
6.6
0.6
369
32
812
3,922
17.2
82.8
13.6
16.7
85
104
1,783
1,797
3,171
1,385
21.9
22.1
39.0
17.0
26.5
25.6
29.9
26.9
96
93
108
97
283
348
484
193
21.6
26.6
37.0
14.8
4.2
5.0
4.6
3.7
95
112
103
84
116
98
206
106
22.1
18.6
39.2
20.1
1.7
1.4
1.9
2.1
97
78
109
115
1,110
977
1,857
790
23.4
20.6
39.2
16.7
16.5
13.9
17.5
15.3
103
87
109
95
1,489
1,595
2,787
1,271
18.3
19.6
34.3
15.6
28.1
28.5
33.6
29.3
102
104
122
106
262
330
486
192
20.0
25.3
37.1
14.7
4.9
5.9
5.9
4.4
111
133
132
100
19.5
24.7
52
35.9
3.7
4.7
9.9
6.8
0.4
0.4
0.6
0.8
21
25
35
46
856
817
1,577
672
18.1
17.3
33.3
14.2
16.1
14.6
19.0
15.5
101
91
119
97
322
210
353
109
4.0
2.6
4.3
1.3
20.5
14.5
16.8
12.6
74
53
61
46
19.6
6.5
6.4
5.8
1.5
0.5
0.5
0.4
1.2
0.4
0.3
0.7
28
10
7
15
105
75
146
67
20.0
14.3
27.8
12.8
6.7
5.2
7.0
7.8
375
291
391
435
285
179
228
119
6.0
3.8
4.8
2.5
18.1
12.4
10.9
13.7
113
77
68
86

NETQuest:
Total
Canada M&F age 12+
Gender:
Male
Female
Age:
12-17 years
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+
Education:
Bachelors Degree
Occupation:
Professionals
Other Managers
Collar
Other
MOPEs
Region:
Atlantic
Quebec
Ontario
Alberta
British Columbia
City:
Toronto
Vancouver
Montreal
Quebec
Ottawa/Gatineau
Calgary
Edmonton
Community Size:
100,000-2,000,000
Under 100,000
Household Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M-$99.9M
$100M +
Personal Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M +
HH Size:
1
2
3+
Own Or Rent Home:
Own
Rent
Type Of Dwelling:
Detached House
Semi-Detached House
Row Or Townhouse
Mobile Home
Other
Hhld. Structure:
Adult Living Alone
Empty Nesters
Other
18-24 years old
25+ years old
HH With Children:
Under 3
3-11 years
Kantar Media 2011
Dairy Queen
% vert % horz

Deluxe French Fries
Harveys
(000) % vert % horz
index
(000) % vert % horz
Total
(000)
(000)
29,504
3,966
100.0
13.4
100
281
100.0
1.0
100
3,689
100.0
14,552
14,952
1,884
2,082
47.5
52.5
13.0
13.9
96
104
105
176
37.2
62.8
0.7
1.2
76
124
1,938
1,751
2,546
3,275
4,631
4,771
5,061
4,499
4,720
9,932
579
527
813
712
604
418
314
1,050
14.6
13.3
20.5
18.0
15.2
10.5
7.9
26.5
22.8
16.1
17.5
14.9
11.9
9.3
6.7
10.6
169
120
131
111
89
69
49
79
43
73
48
57
29.3
19.5
11.5
49
15.3
26.0
17.1
20.1
10.4
7.0
4.1
17.6
1.7
2.2
1.0
1.2
0.6
0.4
0.2
0.5
177
234
109
125
61
46
26
52
6,502
7,863
2,671
6,248
4,091
2,129
937
971
339
901
605
213
23.6
24.5
8.6
22.7
15.2
5.4
14.4
12.3
12.7
14.4
14.8
10.0
107
92
94
107
110
74
59
135
9.2
58
6.9
12.3
20.9
48.2
3.3
20.8
2.5
4.4
0.9
1.7
0.3
0.9
0.2
0.6
18,895
2,360
59.5
12.5
93
132
47.0
1,379
842
3,261
2,812
150
95
370
463
3.8
2.4
9.3
11.7
10.9
11.3
11.4
16.5
81
84
84
122
1.5
17.0
36.8
0.5
6.0
13.1
2,643
6,064
12,504
529
967
1,393
13.3
24.4
35.1
20.0
15.9
11.1
149
119
83
30.2
52
144
5,482
615
15.5
11.2
83
2,069
6,917
11,429
1,936
3,182
3,971
365
315
1,220
601
858
606
9.2
7.9
30.8
15.2
21.6
15.3
17.7
4.6
10.7
31.1
27.0
15.3
4,897
2,059
3,380
671
1,071
1,076
1,029
388
265
202
24.2
117
291
223
9.8
6.7
5.1
0.6
3.0
7.3
5.6
10,335
10,306
8,863
856
1,667
1,443
2,663
1,129
2,546
4,235
6,334
4,551
8,046
index
Hero Burger
% vert % horz
index
(000)
index
12.5
100
241
100.0
0.8
100
52.5
47.5
13.3
11.7
107
94
102
139
42.4
57.6
0.7
0.9
86
114
259
439
696
718
651
522
404
1,206
7.0
11.9
18.9
19.5
17.6
14.1
11.0
32.7
10.2
13.4
15.0
15.1
12.9
11.6
8.6
12.1
81
107
120
120
103
93
68
97
31.3
37.6
42
46
63
13.9
7.8
77
13.0
15.6
17.3
19.1
26.0
5.8
3.2
32.0
1.2
1.1
0.9
1.0
1.2
0.3
0.2
0.8
151
141
110
118
151
38
20
95
95
181
36
98
18
61
694
1,019
331
837
570
237
18.8
27.6
9.0
22.7
15.5
6.4
10.7
13.0
12.4
13.4
13.9
11.1
85
104
99
107
111
89
38.1
55
7.0
75
44
21.9
15.8
22.7
2.9
31.3
18.2
9.1
0.6
0.7
0.3
1.2
1.1
1.0
72
85
32
148
131
126
0.7
73
2,260
61.3
12.0
96
150
62.4
0.8
98
0.1
0.5
1.3
11
55
138
159
158
591
447
4.3
4.3
16.0
12.1
11.5
18.7
18.1
15.9
92
150
145
127
15.2
28.1
34.3
57
6.3
11.7
14.3
23.5
1.1
3.3
1.1
2.0
135
409
129
247
10.8
18.4
51.1
1.1
0.9
1.1
120
90
121
316
799
1,220
8.6
21.6
33.1
12.0
13.2
9.8
96
105
78
25.1
19.5
62
10.4
8.1
25.7
0.9
0.3
0.5
116
39
61
18.4
6.6
0.3
35
907
24.6
16.6
132
78
32.3
1.4
174
131
34
79
231
201
114
71
27.3
125
27.7
19.5
9.9
25.3
9.7
44.6
9.9
6.9
3.5
3.4
0.4
1.1
1.4
0.6
0.2
361
41
115
151
64
26
105
851
2,432
30.6
174
97
2.8
23.1
65.9
0.8
4.7
2.6
5.1
12.3
21.3
1.6
5.5
2.5
41
98
170
13
44
20
11.6
31.1
145
2.3
36.0
15.0
4.8
12.9
60.1
1.0
15.0
6.2
0.6
0.4
1.3
0.1
1.1
0.4
69
55
155
15
139
46
7.9
12.9
6.0
3.6
11.0
27.0
21.7
59
96
44
27
81
201
161
48
9.9
27.2
10.3
14.0
-
17.0
3.5
9.7
3.7
5.0
-
1.0
0.5
0.8
1.0
1.3
-
103
51
85
101
137
-
1,057
73
636
77
197
81
50
28.6
2.0
17.2
2.1
5.3
2.2
1.3
21.6
3.6
18.8
11.4
18.4
7.5
4.8
173
29
150
91
147
60
39
127
15.0
31.1
3.6
22.7
13.3
52.9
6.2
12.9
1.5
9.4
5.5
2.6
0.7
0.9
0.3
2.1
1.3
319
89
113
41
259
158
21.6
42.0
36.4
8.3
16.2
16.3
62
120
121
85
141
55
30.2
50.2
19.5
0.8
1.4
0.6
86
144
65
1,766
1,360
563
47.9
36.9
15.3
17.1
13.2
6.4
137
106
51
173
62
4.9
72.0
25.9
2.1
1.7
0.6
0.1
206
74
7
293
109
270
511
847
773
1,163
7.4
2.7
6.8
12.9
21.4
19.5
29.3
11.0
9.6
10.6
12.1
13.4
17.0
14.4
82
72
79
90
100
126
107
27.6
24.4
17.3
34.5
38.5
40
98
9.8
8.7
6.2
12.3
13.7
14.3
35.0
1.0
2.2
0.7
0.8
0.6
0.9
1.2
109
227
71
86
64
93
128
214
100
294
498
697
652
1,235
5.8
2.7
8.0
13.5
18.9
17.7
33.5
8.0
8.9
11.5
11.8
11.0
14.3
15.3
64
71
92
94
88
115
123
31.9
1.1
14.7
25.7
42
38.6
87
13.3
0.5
6.1
10.7
17.4
16.0
36.1
1.2
0.1
0.6
0.6
0.7
0.8
1.1
147
12
71
74
81
104
132
12,081
2,080
3,814
4,544
3,997
2,988
1,711
201
449
729
492
384
43.1
5.1
11.3
18.4
12.4
9.7
14.2
9.6
11.8
16.1
12.3
12.9
105
72
88
119
92
96
127
37.2
11.3
46
44
15.5
45.2
13.3
4.0
16.2
15.8
5.5
1.0
1.8
0.3
1.0
1.1
0.5
110
188
31
105
116
55
1,272
185
452
686
649
446
34.5
5.0
12.3
18.6
17.6
12.1
10.5
8.9
11.8
15.1
16.2
14.9
84
71
95
121
130
119
86
2.3
31.6
43
46
32.5
35.6
0.9
13.1
17.7
19.2
13.5
0.7
0.1
0.8
0.9
1.2
1.1
87
13
102
115
142
133
3,625
9,171
16,708
297
1,031
2,639
7.5
26.0
66.5
8.2
11.2
15.8
61
84
117
13.5
49
218
4.8
17.4
77.8
0.4
0.5
1.3
39
56
137
351
1,123
2,215
9.5
30.4
60.0
9.7
12.2
13.3
77
98
106
25.6
63
152
10.6
26.2
63.2
0.7
0.7
0.9
86
84
112
22,532
6,849
3,066
868
77.3
21.9
13.6
12.7
101
94
203
71
72.5
25.5
0.9
1.0
95
110
2,975
709
80.6
19.2
13.2
10.3
106
83
161
76
66.8
31.7
0.7
1.1
87
137
20,877
1,246
2,642
2,904
910
361
500
2,964
157
327
286
80
67
82
74.7
4.0
8.2
7.2
2.0
1.7
2.1
14.2
12.6
12.4
9.8
8.8
18.6
16.4
106
94
92
73
66
138
122
180
31.1
41
27.3
1.2
-
64.2
11.1
14.5
9.7
0.4
-
0.9
2.5
1.5
0.9
0.1
-
91
262
162
99
14
-
2,526
260
366
324
140
20.6
25.1
68.5
7.0
9.9
8.8
3.8
0.6
0.7
12.1
20.8
13.9
11.1
15.4
5.7
5.0
97
167
111
89
123
46
40
176
5.7
24.0
28.3
0.9
2.8
73.3
2.4
10.0
11.7
0.4
1.1
0.8
0.5
0.9
1.0
0.1
0.5
104
56
111
119
12
67
13,525
7,521
2,546
3,619
1,989
3,748
304
2,111
841
411
297
254
394
52
53.2
21.2
10.4
7.5
6.4
9.9
1.3
15.6
11.2
16.1
8.2
12.8
10.5
17.1
116
83
120
61
95
78
127
152
47
60
13.5
7.1
36.1
1.9
54.1
16.6
21.3
4.8
2.5
12.9
0.7
1.1
0.6
2.3
0.4
0.4
1.0
0.6
118
65
247
39
38
101
66
1,785
967
348
350
199
505
41
48.4
26.2
9.4
9.5
5.4
13.7
1.1
13.2
12.9
13.7
9.7
10.0
13.5
13.6
106
103
109
77
80
108
109
109
46
42
25.6
10.5
23.9
7.6
45.4
19.2
17.3
10.6
4.3
9.9
3.2
0.8
0.6
1.6
0.7
0.5
0.6
2.5
99
75
200
87
64
78
307
5,439
2,422
868
237
21.9
6.0
16.0
9.8
119
73
65
36.6
23.2
13.0
1.2
1.5
126
159
688
280
18.7
7.6
12.7
11.6
101
93
43
32.0
17.9
13.3
0.8
1.3
97
162
2,627
5,939
402
1,035
10.1
26.1
15.3
17.4
114
130
39.3
103
14.0
36.6
1.5
1.7
157
182
481
728
13.0
19.7
18.3
12.3
146
98
33.4
34.4
13.9
14.3
1.3
0.6
156
71

NETQuest:
Total
(000)
7,373
6,845
11,828
Under 12
12-17
Under 18
English
19,680
French
6,115
Other
3,709
Language (Summary):
French Canada
5,984
English Canada
23,519
Magazine Imperative
6,735
TV Imperative
7,006
Dual Audience
10,608
Light
5,155
Magazine Imperative
5,303
TV Imperative
5,585
Dual Audience
8,292
Light
4,339
Magazine Imperative
1,575
TV Imperative
1,445
Dual Audience
2,095
Light
870
Kantar Media 2011
(000)
1,267
1,133
1,992
Dairy Queen
% vert % horz
31.9
17.2
28.6
16.5
50.2
16.8
index
128
123
125

Deluxe French Fries
Harveys
(000) % vert % horz
index
(000) % vert % horz
119
42.2
1.6
169
1,033
28.0
14.0
78
27.9
1.1
120
777
21.1
11.4
151
53.9
1.3
135
1,539
41.7
13.0
index
112
91
104
(000)
67
51
100
Hero Burger
% vert % horz
28.0
0.9
21.2
0.7
41.5
0.8
index
112
91
103
3,298
304
364
83.2
7.7
9.2
16.8
5.0
9.8
125
37
73
213
31.9
35.8
75.9
11.4
12.8
1.1
0.5
1.0
114
55
102
2,598
697
395
70.4
18.9
10.7
13.2
11.4
10.6
106
91
85
190
31.1
19.6
79.0
12.9
8.1
1.0
0.5
0.5
118
62
65
288
3,678
7.3
92.7
4.8
15.6
36
116
31.9
249
11.4
88.6
0.5
1.1
56
111
682
3,007
18.5
81.5
11.4
12.8
91
102
31.1
210
12.9
87.1
0.5
0.9
64
109
948
682
1,640
696
23.9
17.2
41.3
17.5
14.1
9.7
15.5
13.5
105
72
115
100
88
49
123
20.5
31.2
17.6
43.9
7.3
1.3
0.7
1.2
0.4
137
74
122
42
1,026
685
1,458
521
27.8
18.6
39.5
14.1
15.2
9.8
13.7
10.1
122
78
110
81
88
12.6
106
35.1
36.4
5.2
43.8
14.6
1.3
0.2
1.0
0.7
159
22
122
83
875
623
1,514
666
22.1
15.7
38.2
16.8
16.5
11.2
18.3
15.3
123
83
136
114
66
46
117
20.0
23.5
16.5
41.5
7.1
1.2
0.8
1.4
0.5
131
87
148
48
803
563
1,190
451
21.8
15.3
32.3
12.2
15.1
10.1
14.4
10.4
121
81
115
83
69
7.2
100
33.2
28.6
3.0
41.7
13.8
1.3
0.1
1.2
0.8
159
16
148
94
96
74
86
32.2
2.4
1.9
2.2
0.8
6.1
5.1
4.1
3.7
45
38
30
28
23.7
5.2
2.6
0.5
8.4
1.9
0.9
0.2
1.5
0.4
0.1
0.1
158
38
13
6
230
149
226
76
6.2
4.0
6.1
2.1
14.6
10.3
10.8
8.8
117
83
86
70
17.0
5.6
8.0
0.6
7.0
2.3
3.3
0.2
1.1
0.4
0.4
0.1
132
47
47
8

NETQuest:
Total
Canada M&F age 12+
Gender:
Male
Female
Age:
12-17 years
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+
Education:
Bachelors Degree
Occupation:
Professionals
Other Managers
Collar
Other
MOPEs
Region:
Atlantic
Quebec
Ontario
Alberta
British Columbia
City:
Toronto
Vancouver
Montreal
Quebec
Ottawa/Gatineau
Calgary
Edmonton
Community Size:
100,000-2,000,000
Under 100,000
Household Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M-$99.9M
$100M +
Personal Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M +
HH Size:
1
2
3+
Own Or Rent Home:
Own
Rent
Type Of Dwelling:
Detached House
Semi-Detached House
Row Or Townhouse
Mobile Home
Other
Hhld. Structure:
Adult Living Alone
Empty Nesters
Other
18-24 years old
25+ years old
HH With Children:
Under 3
3-11 years
Kantar Media 2011
Total
(000)
(000)
La Belle Province
% vert % horz
29,504
1,242
100.0
14,552
14,952
687
555
2,546
3,275
4,631
4,771
5,061
4,499
4,720
9,932

Licks
McDonalds
% vert % horz
index
(000) % vert % horz
index
(000)
4.2
100
624
100.0
2.1
100
12,711
100.0
55.3
44.7
4.7
3.7
112
88
302
322
48.4
51.6
2.1
2.2
98
102
6,102
6,609
115
188
202
185
180
184
188
388
9.3
15.1
16.3
14.9
14.5
14.8
15.1
31.3
4.5
5.7
4.4
3.9
3.6
4.1
4.0
3.9
108
136
104
92
85
97
94
93
54
138
62
180
67
75
49
152
8.6
22.1
9.9
28.9
10.7
12.1
7.8
24.4
2.1
4.2
1.3
3.8
1.3
1.7
1.0
1.5
99
199
63
179
62
79
49
73
6,502
7,863
2,671
6,248
4,091
2,129
281
340
129
236
161
96
22.6
27.3
10.4
19.0
13.0
7.7
4.3
4.3
4.8
3.8
3.9
4.5
103
103
115
90
94
107
111
172
64
140
95
42
17.7
27.5
10.2
22.5
15.3
6.8
1.7
2.2
2.4
2.2
2.3
2.0
18,895
916
73.7
4.8
115
349
56.0
1,379
842
3,261
2,812
88
65
123
124
7.1
5.2
9.9
10.0
6.4
7.7
3.8
4.4
152
182
89
105
12.3
13.1
108
48
2.0
2.1
17.4
7.7
2,643
6,064
12,504
79
225
539
6.4
18.1
43.4
3.0
3.7
4.3
71
88
102
63
137
242
5,482
275
22.2
5.0
119
2,069
6,917
11,429
1,936
3,182
3,971
1,182
38.5
2.7
14.2
4.2
95.2
3.1
0.2
1.1
0.3
17.1
0.3
0.1
0.4
0.1
4,897
2,059
3,380
671
1,071
1,076
1,029
10.5
4.2
863
47
16.9
14.0
0.1
0.8
0.3
69.5
3.8
1.4
1.1
0.0
10,335
10,306
8,863
877
175
189
2,663
1,129
2,546
4,235
6,334
4,551
8,046
New York Fries

% vert % horz
index
(000)
index
43.1
100
1,225
100.0
4.2
100
48.0
52.0
41.9
44.2
97
103
497
728
40.6
59.4
3.4
4.9
82
117
1,344
1,727
2,552
2,531
2,100
1,382
1,075
3,579
10.6
13.6
20.1
19.9
16.5
10.9
8.5
28.2
52.8
52.7
55.1
53.0
41.5
30.7
22.8
36.0
122
122
128
123
96
71
53
84
174
221
266
242
168
69
84
243
14.2
18.1
21.7
19.8
13.7
5.6
6.8
19.9
6.8
6.8
5.8
5.1
3.3
1.5
1.8
2.4
165
163
138
122
80
37
43
59
80
103
113
106
110
94
2,537
3,421
1,189
2,840
1,916
808
20.0
26.9
9.4
22.3
15.1
6.4
39.0
43.5
44.5
45.4
46.8
38.0
91
101
103
105
109
88
213
336
93
298
213
72
17.4
27.4
7.6
24.3
17.3
5.9
3.3
4.3
3.5
4.8
5.2
3.4
79
103
84
115
125
81
1.8
87
7,838
61.7
41.5
96
668
54.5
3.5
85
0.9
1.6
3.3
1.7
42
74
157
81
595
340
1,591
1,389
4.7
2.7
12.5
10.9
43.1
40.4
48.8
49.4
100
94
113
115
22.9
49
156
151
1.9
4.0
12.8
12.4
1.7
5.9
4.8
5.4
40
141
115
130
10.1
21.9
38.8
2.4
2.3
1.9
113
106
92
1,351
3,000
4,445
10.6
23.6
35.0
51.1
49.5
35.5
119
115
83
139
215
492
11.3
17.5
40.2
5.2
3.5
3.9
126
85
95
134
21.4
2.4
115
2,526
19.9
46.1
107
229
18.7
4.2
100
406
8
3
11
3
3.1
39.1
548
2.3
27.0
4.2
0.5
6.3
87.9
0.4
4.3
0.7
0.1
0.6
4.8
0.1
0.8
0.1
7
27
227
6
40
5
844
2,699
4,980
858
1,463
1,867
6.6
21.2
39.2
6.8
11.5
14.7
40.8
39.0
43.6
44.3
46.0
47.0
95
91
101
103
107
109
49
52
603
137
216
168
4.0
4.3
49.2
11.2
17.6
13.7
2.4
0.8
5.3
7.1
6.8
4.2
57
18
127
170
164
102
0.2
0.2
25.5
7.0
1.6
1.3
0.0
5
5
606
166
37
31
300
4.2
39.1
7.8
14.0
8.5
48.0
0.7
6.3
1.3
2.2
1.4
6.1
0.2
1.2
0.7
1.3
0.8
289
10
55
35
62
39
2,039
1,010
1,275
285
414
496
456
16.0
7.9
10.0
2.2
3.3
3.9
3.6
41.6
49.1
37.7
42.4
38.6
46.1
44.3
97
114
88
98
90
107
103
308
112
48
0.2
56
68
52
25.1
9.2
3.9
0.0
4.5
5.6
4.2
6.3
5.5
1.4
0.0
5.2
6.4
5.1
151
131
34
1
125
153
122
70.6
14.1
15.2
8.5
1.7
2.1
202
40
51
343
245
35.9
55.0
39.3
5.8
3.3
2.4
0.4
157
112
19
4,325
4,729
3,658
34.0
37.2
28.8
41.8
45.9
41.3
97
107
96
468
451
307
38.2
36.8
25.0
4.5
4.4
3.5
109
105
83
187
73
113
220
187
197
266
15.0
5.9
9.1
17.7
15.0
15.8
21.4
7.0
6.5
4.4
5.2
3.0
4.3
3.3
167
154
105
123
70
103
79
54
3.2
69
79
92
116
209
8.7
0.5
11.1
12.7
14.8
18.6
33.6
2.0
0.3
2.7
1.9
1.5
2.5
2.6
96
14
129
89
69
120
123
911
415
927
1,875
2,783
2,129
3,672
7.2
3.3
7.3
14.7
21.9
16.8
28.9
34.2
36.8
36.4
44.3
43.9
46.8
45.6
79
85
84
103
102
109
106
59
44
77
168
250
168
460
4.8
3.6
6.2
13.7
20.4
13.7
37.5
2.2
3.9
3.0
4.0
3.9
3.7
5.7
54
94
72
96
95
89
138
12,081
2,080
3,814
4,544
3,997
2,988
561
92
143
219
111
116
45.1
7.4
11.5
17.6
9.0
9.4
4.6
4.4
3.7
4.8
2.8
3.9
110
105
89
114
66
93
261
15.1
59
77
136
75
41.8
2.4
9.4
12.4
21.8
12.1
2.2
0.7
1.5
1.7
3.4
2.5
102
34
73
81
161
119
5,201
847
1,609
2,055
1,640
1,359
40.9
6.7
12.7
16.2
12.9
10.7
43.1
40.7
42.2
45.2
41.0
45.5
100
95
98
105
95
106
650
56
129
167
116
106
53.1
4.5
10.6
13.7
9.5
8.7
5.4
2.7
3.4
3.7
2.9
3.6
130
64
82
89
70
86
3,625
9,171
16,708
292
368
582
23.5
29.6
46.9
8.1
4.0
3.5
191
95
83
50
81
493
8.0
13.0
79.0
1.4
0.9
3.0
65
42
140
1,086
3,328
8,297
8.5
26.2
65.3
30.0
36.3
49.7
70
84
115
53
263
909
4.4
21.5
74.2
1.5
2.9
5.4
36
69
131
22,532
6,849
759
480
61.1
38.7
3.4
7.0
80
167
406
206
65.1
33.0
1.8
3.0
85
142
9,742
2,922
76.6
23.0
43.2
42.7
100
99
961
262
78.4
21.4
4.3
3.8
103
92
20,877
1,246
2,642
2,904
910
361
500
570
64
91
450
34.3
24.6
45.9
5.2
7.4
36.2
2.8
2.0
2.7
5.1
3.5
15.5
3.8
4.9
65
122
82
368
89
117
392
32.5
98
50
51
-
62.9
5.2
15.7
8.0
8.2
-
1.9
2.6
3.7
1.7
5.6
-
89
123
175
81
267
-
9,172
475
1,200
1,158
337
162
169
72.2
3.7
9.4
9.1
2.6
1.3
1.3
43.9
38.1
45.4
39.9
37.0
44.8
33.8
102
88
105
93
86
104
78
924
76
95
59
39.2
22.7
9.6
75.4
6.2
7.8
4.8
3.2
1.9
0.8
4.4
6.1
3.6
2.0
4.3
6.3
1.9
107
146
87
49
104
151
46
13,525
7,521
2,546
3,619
1,989
3,748
304
465
266
95
292
120
168
3.6
37.5
21.4
7.6
23.5
9.7
13.5
0.3
3.4
3.5
3.7
8.1
6.0
4.5
1.2
82
84
88
192
144
106
28
392
70
66
50
24.6
38.7
22.1
62.8
11.3
10.5
8.0
3.9
6.2
3.5
2.9
0.9
2.6
1.4
1.2
1.0
7.3
137
44
122
65
58
49
344
6,839
2,652
1,169
1,085
809
1,222
158
53.8
20.9
9.2
8.5
6.4
9.6
1.2
50.6
35.3
45.9
30.0
40.7
32.6
52.2
117
82
107
70
94
76
121
704
214
149
53
97
79
8.7
57.5
17.4
12.1
4.4
7.9
6.5
0.7
5.2
2.8
5.8
1.5
4.9
2.1
2.9
125
68
140
36
117
51
69
5,439
2,422
206
47
16.6
3.8
3.8
1.9
90
46
135
54
21.7
8.6
2.5
2.2
118
105
2,635
993
20.7
7.8
48.4
41.0
112
95
309
128
25.2
10.4
5.7
5.3
137
127
2,627
5,939
125
174
10.0
14.0
4.7
2.9
113
69
80
162
12.8
26.0
3.0
2.7
144
129
1,414
3,266
11.1
25.7
53.8
55.0
125
128
153
353
12.5
28.8
5.8
6.0
141
143

NETQuest:
Total
(000)
7,373
6,845
11,828
Under 12
12-17
Under 18
English
19,680
French
6,115
Other
3,709
Language (Summary):
French Canada
5,984
English Canada
23,519
Magazine Imperative
6,735
TV Imperative
7,006
Dual Audience
10,608
Light
5,155
Magazine Imperative
5,303
TV Imperative
5,585
Dual Audience
8,292
Light
4,339
Magazine Imperative
1,575
TV Imperative
1,445
Dual Audience
2,095
Light
870
Kantar Media 2011
(000)
250
247
431
La Belle Province
% vert % horz
20.2
3.4
19.9
3.6
34.7
3.6

Licks
McDonalds
% vert % horz
index
(000) % vert % horz
32.4
2.7
130
4,066
32.0
55.1
39.8
3.6
172
3,397
26.7
49.6
57.2
3.0
143
6,148
48.4
52.0
index
81
86
87
(000)
202
248
357
index
128
115
121
(000)
419
411
651
New York Fries

% vert % horz
34.2
5.7
33.6
6.0
53.1
5.5
index
137
145
132
219
942
82
17.6
75.8
6.6
1.1
15.4
2.2
26
366
52
483
27.4
113
77.4
4.4
18.2
2.5
0.4
3.1
116
21
145
8,707
2,499
1,506
68.5
19.7
11.8
44.2
40.9
40.6
103
95
94
967
49
209
78.9
4.0
17.1
4.9
0.8
5.6
118
19
136
941
301
75.8
24.2
15.7
1.3
374
30
24.8
599
4.0
96.0
0.4
2.5
20
120
2,446
10,266
19.2
80.8
40.9
43.6
95
101
47
1,178
3.9
96.1
0.8
5.0
19
121
366
272
434
170
29.5
21.9
34.9
13.7
5.4
3.9
4.1
3.3
129
92
97
78
127
125
208
163
20.4
20.0
33.4
26.2
1.9
1.8
2.0
3.2
89
84
93
150
3,155
2,603
4,910
2,044
24.8
20.5
38.6
16.1
46.8
37.2
46.3
39.7
109
86
107
92
407
190
460
168
33.2
15.5
37.6
13.7
6.0
2.7
4.3
3.3
145
65
104
78
94
69
63
74
7.6
5.6
5.1
6.0
1.8
1.2
0.8
1.7
42
29
18
41
117
126
197
159
18.7
20.2
31.6
25.5
2.2
2.3
2.4
3.7
104
107
113
173
2,418
2,165
3,940
1,742
19.0
17.0
31.0
13.7
45.6
38.8
47.5
40.2
106
90
110
93
375
188
454
162
30.6
15.3
37.1
13.2
7.1
3.4
5.5
3.7
170
81
132
90
289
223
305
125
23.2
18.0
24.5
10.0
18.3
15.5
14.6
14.3
435
367
346
340
19.9
3.4
0.6
0.9
3.2
0.5
0.1
0.2
1.3
0.2
0.0
0.1
60
11
1
5
808
466
860
312
6.4
3.7
6.8
2.5
51.3
32.2
41.1
35.9
119
75
95
83
33.1
3.4
4.8
6.0
2.7
0.3
0.4
0.5
2.1
0.2
0.2
0.7
51
6
6
17

NETQuest:
Total
Canada M&F age 12+
Gender:
Male
Female
Age:
12-17 years
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+
Education:
Bachelors Degree
Occupation:
Professionals
Other Managers
Collar
Other
MOPEs
Region:
Atlantic
Quebec
Ontario
Alberta
British Columbia
City:
Toronto
Vancouver
Montreal
Quebec
Ottawa/Gatineau
Calgary
Edmonton
Community Size:
100,000-2,000,000
Under 100,000
Household Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M-$99.9M
$100M +
Personal Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M +
HH Size:
1
2
3+
Own Or Rent Home:
Own
Rent
Type Of Dwelling:
Detached House
Semi-Detached House
Row Or Townhouse
Mobile Home
Other
Hhld. Structure:
Adult Living Alone
Empty Nesters
Other
18-24 years old
25+ years old
HH With Children:
Under 3
3-11 years
Kantar Media 2011
Total
(000)
(000)
Triple O's
% vert % horz
29,504
498
100.0
14,552
14,952
210
288
2,546
3,275
4,631
4,771
5,061
4,499
4,720
9,932

Valentine
Wendys
% vert % horz
index
(000) % vert % horz
index

(000) % vert % horz
index
index
(000)
1.7
100
485
100.0
1.6
100
5,790
100.0
19.6
100
2,653
100.0
9.0
100
42.1
57.9
1.4
1.9
85
114
261
224
53.8
46.2
1.8
1.5
109
91
3,002
2,787
51.9
48.1
20.6
18.6
105
95
1,677
977
63.2
36.8
11.5
6.5
128
73
66
76
82
111
109
42
12.4
153
13.3
15.2
16.4
22.4
21.9
8.4
2.5
30.7
2.6
2.3
1.8
2.3
2.2
0.9
0.3
1.5
154
137
104
138
127
55
16
91
62
113
78
52
74
43
63
122
12.8
23.3
16.1
10.7
15.3
8.8
12.9
25.0
2.4
3.4
1.7
1.1
1.5
1.0
1.3
1.2
149
209
103
66
89
58
81
74
658
804
1,044
1,140
991
720
432
1,751
11.4
13.9
18.0
19.7
17.1
12.4
7.5
30.3
25.8
24.5
22.6
23.9
19.6
16.0
9.1
17.6
132
125
115
122
100
82
47
90
285
347
505
514
409
307
286
756
10.7
13.1
19.0
19.4
15.4
11.6
10.8
28.5
11.2
10.6
10.9
10.8
8.1
6.8
6.1
7.6
124
118
121
120
90
76
67
85
6,502
7,863
2,671
6,248
4,091
2,129
59
124
41
114
139
21.4
11.8
25.0
8.3
22.9
27.8
4.3
0.9
1.6
1.5
1.8
3.4
1.0
53
94
91
108
201
60
135
165
37.3
94
31.6
22.8
27.9
33.9
7.7
19.3
6.5
4.7
2.1
2.1
1.4
1.5
0.8
1.1
127
127
85
91
47
65
1,046
1,518
559
1,305
1,000
362
18.1
26.2
9.7
22.5
17.3
6.3
16.1
19.3
20.9
20.9
24.4
17.0
82
98
107
106
125
87
651
747
207
511
387
150
24.5
28.2
7.8
19.3
14.6
5.6
10.0
9.5
7.8
8.2
9.5
7.0
111
106
86
91
105
78
18,895
383
76.9
2.0
120
324
66.8
1.7
104
3,437
59.4
18.2
93
1,619
61.0
8.6
95
1,379
842
3,261
2,812
47
7.2
55
63
9.5
1.4
11.1
12.6
3.4
0.8
1.7
2.2
203
50
100
132
19.9
3.3
20.9
46
4.1
0.7
4.3
9.4
1.4
0.4
0.6
1.6
88
24
39
98
245
182
907
726
4.2
3.1
15.7
12.5
17.8
21.6
27.8
25.8
91
110
142
132
82
132
282
286
3.1
5.0
10.6
10.8
5.9
15.7
8.7
10.2
66
174
96
113
2,643
6,064
12,504
45
81
200
9.0
16.3
40.2
1.7
1.3
1.6
100
79
95
19.6
137
239
4.0
28.2
49.3
0.7
2.3
1.9
45
137
116
658
1,249
1,822
11.4
21.6
31.5
24.9
20.6
14.6
127
105
74
257
650
963
9.7
24.5
36.3
9.7
10.7
7.7
108
119
86
5,482
110
22.0
2.0
118
44
9.1
0.8
49
1,334
23.0
24.3
124
496
18.7
9.1
101
2,069
6,917
11,429
1,936
3,182
3,971
57
32.7
5.5
25.7
377
11.5
6.6
1.1
5.2
75.7
0.8
0.3
0.3
0.8
9.5
49
17
17
48
562
3.3
388
63
2.3
14.9
13.0
0.7
80.0
13.1
0.5
3.1
2.7
0.2
5.6
0.6
0.1
0.5
0.3
10
341
34
7
28
20
513
307
2,798
402
871
899
8.9
5.3
48.3
7.0
15.0
15.5
24.8
4.4
24.5
20.8
27.4
22.6
126
23
125
106
139
115
102
552
1,092
257
297
353
3.9
20.8
41.2
9.7
11.2
13.3
4.9
8.0
9.6
13.3
9.3
8.9
55
89
106
148
104
99
4,897
2,059
3,380
671
1,071
1,076
1,029
23.8
253
18.0
0.5
2.3
14.0
8.3
4.8
50.8
3.6
0.1
0.5
2.8
1.7
0.5
12.3
0.5
0.1
0.2
1.3
0.8
29
728
32
4
13
77
48
12.5
13.0
190
36.7
23.6
14.9
-
2.6
2.7
39.2
7.6
4.9
3.1
-
0.3
0.6
5.6
5.5
2.2
1.4
-
16
38
342
332
134
84
-
1,080
434
288
3.4
219
308
249
18.7
7.5
5.0
0.1
3.8
5.3
4.3
22.1
21.1
8.5
0.5
20.4
28.7
24.2
112
107
43
3
104
146
123
573
183
264
54
58
91
114
21.6
6.9
10.0
2.0
2.2
3.4
4.3
11.7
8.9
7.8
8.0
5.4
8.5
11.0
130
99
87
89
60
94
123
10,335
10,306
8,863
295
98
105
59.2
19.8
21.0
2.9
1.0
1.2
169
57
70
216
149
121
44.4
30.7
24.9
2.1
1.4
1.4
127
88
83
1,802
2,451
1,537
31.1
42.3
26.6
17.4
23.8
17.3
89
121
88
1,021
877
755
38.5
33.1
28.5
9.9
8.5
8.5
110
95
95
2,663
1,129
2,546
4,235
6,334
4,551
8,046
99
11.9
42
59
66
66
154
19.8
2.4
8.4
11.9
13.2
13.2
31.0
3.7
1.1
1.6
1.4
1.0
1.4
1.9
220
62
97
83
62
86
114
91
24.6
62
117
65
30.5
96
18.7
5.1
12.8
24.1
13.4
6.3
19.7
3.4
2.2
2.4
2.8
1.0
0.7
1.2
207
132
148
168
63
41
72
378
87
321
738
1,171
1,075
2,018
6.5
1.5
5.6
12.7
20.2
18.6
34.9
14.2
7.8
12.6
17.4
18.5
23.6
25.1
72
40
64
89
94
120
128
217
93
223
527
541
426
626
8.2
3.5
8.4
19.9
20.4
16.1
23.6
8.2
8.3
8.8
12.4
8.5
9.4
7.8
91
92
97
138
95
104
86
12,081
2,080
3,814
4,544
3,997
2,988
248
22.6
29.1
104
57
37.5
49.8
4.5
5.9
20.8
11.5
7.5
2.1
1.1
0.8
2.3
1.4
1.3
122
64
45
135
85
74
298
15.7
50
77
28.0
16.4
61.5
3.2
10.3
15.8
5.8
3.4
2.5
0.8
1.3
1.7
0.7
0.5
150
46
80
102
43
33
2,257
258
602
952
918
801
39.0
4.5
10.4
16.4
15.9
13.8
18.7
12.4
15.8
21.0
23.0
26.8
95
63
80
107
117
137
1,044
162
400
437
386
225
39.3
6.1
15.1
16.5
14.5
8.5
8.6
7.8
10.5
9.6
9.7
7.5
96
87
117
107
107
84
3,625
9,171
16,708
35.9
149
313
7.2
30.0
62.8
1.0
1.6
1.9
59
97
111
117
133
235
24.2
27.5
48.4
3.2
1.5
1.4
197
88
85
457
1,547
3,786
7.9
26.7
65.4
12.6
16.9
22.7
64
86
115
277
810
1,566
10.5
30.5
59.0
7.7
8.8
9.4
85
98
104
22,532
6,849
344
151
69.1
30.4
1.5
2.2
91
131
283
200
58.4
41.1
1.3
2.9
76
177
4,574
1,189
79.0
20.5
20.3
17.4
103
88
1,884
765
71.0
28.8
8.4
11.2
93
124
20,877
1,246
2,642
2,904
910
361
500
304
3.6
111
50
23.0
6.2
-
61.1
0.7
22.4
10.0
4.6
1.2
-
1.5
0.3
4.2
1.7
2.5
1.7
-
86
17
250
102
149
102
-
243
18.6
24.3
171
7.7
10.4
4.1
50.1
3.8
5.0
35.3
1.6
2.1
0.9
1.2
1.5
0.9
5.9
0.8
2.9
0.8
71
91
56
359
52
175
50
4,361
271
576
312
131
60
65
75.3
4.7
10.0
5.4
2.3
1.0
1.1
20.9
21.8
21.8
10.8
14.4
16.6
13.0
106
111
111
55
73
85
66
1,877
153
176
297
68
39.1
35.0
70.8
5.8
6.6
11.2
2.6
1.5
1.3
9.0
12.3
6.7
10.2
7.5
10.8
7.0
100
137
74
114
84
120
78
13,525
7,521
2,546
3,619
1,989
3,748
304
245
94
79
35.9
41
63
3.1
49.2
18.9
15.8
7.2
8.2
12.6
0.6
1.8
1.2
3.1
1.0
2.1
1.7
1.0
107
74
183
59
122
99
60
144
63
80
117
82
63
-
29.7
12.9
16.4
24.2
16.8
13.1
-
1.1
0.8
3.1
3.2
4.1
1.7
-
65
51
190
197
250
103
-
3,086
1,220
573
456
366
603
88
53.3
21.1
9.9
7.9
6.3
10.4
1.5
22.8
16.2
22.5
12.6
18.4
16.1
29.0
116
83
115
64
94
82
148
1,163
706
239
277
245
296
23.0
43.8
26.6
9.0
10.5
9.2
11.1
0.9
8.6
9.4
9.4
7.7
12.3
7.9
7.6
96
104
104
85
137
88
84
5,439
2,422
129
37.0
25.9
7.4
2.4
1.5
141
90
79
24.3
16.2
5.0
1.4
1.0
88
61
1,229
472
21.2
8.1
22.6
19.5
115
99
457
178
17.2
6.7
8.4
7.3
93
82
2,627
5,939
66
128
13.2
25.7
2.5
2.2
148
128
27.4
55
5.6
11.4
1.0
0.9
63
57
578
1,400
10.0
24.2
22.0
23.6
112
120
270
507
10.2
19.1
10.3
8.5
114
95

NETQuest:
Total
(000)
7,373
6,845
11,828
Under 12
12-17
Under 18
English
19,680
French
6,115
Other
3,709
Language (Summary):
French Canada
5,984
English Canada
23,519
Magazine Imperative
6,735
TV Imperative
7,006
Dual Audience
10,608
Light
5,155
Magazine Imperative
5,303
TV Imperative
5,585
Dual Audience
8,292
Light
4,339
Magazine Imperative
1,575
TV Imperative
1,445
Dual Audience
2,095
Light
870
Kantar Media 2011
(000)
167
119
244
Triple O's
% vert % horz
33.5
2.3
23.8
1.7
49.1
2.1

Valentine
Wendys
% vert % horz
index
(000) % vert % horz
16.5
1.1
66
1,732
29.9
23.5
17.6
1.2
76
1,689
29.2
24.7
31.9
1.3
79
2,811
48.6
23.8
index
134
103
122
(000)
80
85
155
index
120
126
121

(000) % vert % horz
index
667
25.1
9.0
101
636
24.0
9.3
103
1,110
41.8
9.4
104
345
59
94
69.2
11.8
18.9
1.8
1.0
2.5
104
57
150
95
362
28.7
19.5
74.6
5.9
0.5
5.9
0.8
29
360
47
4,955
274
560
85.6
4.7
9.7
25.2
4.5
15.1
128
23
77
1,799
530
324
67.8
20.0
12.2
9.1
8.7
8.7
102
96
97
53
444
10.7
89.3
0.9
1.9
53
112
355
130
73.2
26.8
5.9
0.6
361
34
251
5,539
4.3
95.7
4.2
23.5
21
120
509
2,144
19.2
80.8
8.5
9.1
95
101
159
90
119
130
31.9
18.0
23.9
26.1
2.4
1.3
1.1
2.5
140
76
67
149
100
155
177
53
20.7
32.0
36.5
10.8
1.5
2.2
1.7
1.0
91
135
102
62
1,541
1,042
2,244
961
26.6
18.0
38.8
16.6
22.9
14.9
21.2
18.7
117
76
108
95
647
712
862
432
24.4
26.8
32.5
16.3
9.6
10.2
8.1
8.4
107
113
90
93
146
65
112
121
29.3
13.2
22.5
24.3
2.8
1.2
1.4
2.8
163
69
80
165
20.3
62
29.5
17.8
4.2
12.8
6.1
3.7
0.4
1.1
0.4
0.4
23
68
22
25
1,472
1,006
2,142
918
25.4
17.4
37.0
15.9
27.8
18.0
25.8
21.2
141
92
132
108
558
567
660
359
21.0
21.4
24.9
13.5
10.5
10.2
8.0
8.3
117
113
88
92
17.4
20.8
6.7
8.5
3.5
4.2
1.3
1.7
1.1
1.4
0.3
1.0
66
85
19
58
88
106
117
44
18.2
21.8
24.1
9.2
5.6
7.3
5.6
5.1
340
445
339
310
104
31.1
75
40
1.8
0.5
1.3
0.7
6.6
2.2
3.6
4.6
34
11
18
24
118
153
157
82
4.5
5.7
5.9
3.1
7.5
10.6
7.5
9.4
84
117
83
105

NETQuest:
Total
(000)
Total
Canada M&F age 12+
Gender:
Male
Female
Age:
12-17 years
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65+
Education:
Bachelors Degree
Occupation:
Professionals
Other Managers
Collar
Other
MOPEs
Region:
Atlantic
Quebec
Ontario
Alberta
British Columbia
City:
Toronto
Vancouver
Montreal
Quebec
Ottawa/Gatineau
Calgary
Edmonton
Community Size:
100,000-2,000,000
Under 100,000
Household Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M-$99.9M
$100M +
Personal Income:
<$20M
$20M-$24.9M
$25M-$34.9M
$35M-$49.9M
$50M-$74.9M
$75M +
HH Size:
1
2
3+
Own Or Rent Home:
Own
Rent
Type Of Dwelling:
Detached House
Semi-Detached House
Row Or Townhouse
Mobile Home
Other
Hhld. Structure:
Adult Living Alone
Empty Nesters
Other
18-24 years old
25+ years old
HH With Children:
Under 3
Kantar Media 2011
Demographics - Restaurants Burger

Restaurant(s) Eat At Any
Not Stated
(000) % vert % horz
index
29,504
13,864
100.0
47.0
100
14,552
14,952
6,231
7,633
44.9
55.1
42.8
51.1
91
109
2,546
3,275
4,631
4,771
5,061
4,499
4,720
9,932
910
1,163
1,921
2,063
2,539
2,599
2,668
5,357
6.6
8.4
13.9
14.9
18.3
18.7
19.2
38.6
35.7
35.5
41.5
43.2
50.2
57.8
56.5
53.9
76
76
88
92
107
123
120
115
6,502
7,863
2,671
6,248
4,091
2,129
2,923
3,644
1,263
2,934
1,952
1,149
21.1
26.3
9.1
21.2
14.1
8.3
45.0
46.4
47.3
47.0
47.7
53.9
96
99
101
100
102
115
18,895
9,353
67.5
49.5
105
1,379
842
3,261
2,812
648
398
1,465
1,365
4.7
2.9
10.6
9.8
47.0
47.3
44.9
48.5
100
101
96
103
2,643
6,064
12,504
1,276
2,589
6,123
9.2
18.7
44.2
48.3
42.7
49.0
103
91
104
5,482
2,511
18.1
45.8
97
2,069
6,917
11,429
1,936
3,182
3,971
899
3,451
5,260
894
1,269
2,092
6.5
24.9
37.9
6.4
9.2
15.1
43.4
49.9
46.0
46.2
39.9
52.7
92
106
98
98
85
112
4,897
2,059
3,380
671
1,071
1,076
1,029
2,479
1,127
1,667
275
554
439
505
17.9
8.1
12.0
2.0
4.0
3.2
3.6
50.6
54.8
49.3
40.9
51.7
40.9
49.0
108
117
105
87
110
87
104
10,335
10,306
8,863
5,273
4,550
4,041
38.0
32.8
29.1
51.0
44.1
45.6
109
94
97
2,663
1,129
2,546
4,235
6,334
4,551
8,046
1,249
471
1,166
1,975
3,182
2,006
3,815
9.0
3.4
8.4
14.2
22.9
14.5
27.5
46.9
41.7
45.8
46.6
50.2
44.1
47.4
100
89
97
99
107
94
101
12,081
2,080
3,814
4,544
3,997
2,988
5,358
1,063
1,868
2,070
2,079
1,425
38.6
7.7
13.5
14.9
15.0
10.3
44.4
51.1
49.0
45.6
52.0
47.7
94
109
104
97
111
101
3,625
9,171
16,708
1,898
4,865
7,101
13.7
35.1
51.2
52.4
53.1
42.5
111
113
90
22,532
6,849
10,773
3,016
77.7
21.8
47.8
44.0
102
94
20,877
1,246
2,642
2,904
910
361
500
9,680
640
1,288
1,318
502
172
243
69.8
4.6
9.3
9.5
3.6
1.2
1.8
46.4
51.4
48.7
45.4
55.1
47.6
48.7
99
109
104
97
117
101
104
13,525
7,521
2,546
3,619
1,989
3,748
304
5,788
4,031
1,168
1,897
861
2,233
120
41.7
29.1
8.4
13.7
6.2
16.1
0.9
42.8
53.6
45.9
52.4
43.3
59.6
39.5
91
114
98
112
92
127
84
5,439
2,422
2,338
1,234
16.9
8.9
43.0
50.9
91
108
2,627
1,018
7.3
38.7
82

NETQuest:
Total
(000)
5,939
7,373
6,845
11,828
3-11 years
Under 12
12-17
Under 18
English
19,680
French
6,115
Other
3,709
Language (Summary):
French Canada
5,984
English Canada
23,519
Magazine Imperative
6,735
TV Imperative
7,006
Dual Audience
10,608
Light
5,155
Magazine Imperative
5,303
TV Imperative
5,585
Dual Audience
8,292
Light
4,339
Magazine Imperative
1,575
TV Imperative
1,445
Dual Audience
2,095
Light
870
Kantar Media 2011
Demographics - Restaurants Burger

Restaurant(s) Eat At Any
Not Stated
(000) % vert % horz
index
2,432
17.5
40.9
87
3,016
21.8
40.9
87
2,754
19.9
40.2
86
4,868
35.1
41.2
88
9,019
3,166
1,679
65.1
22.8
12.1
45.8
51.8
45.3
98
110
96
3,089
10,775
22.3
77.7
51.6
45.8
110
97
3,238
3,163
4,890
2,573
23.4
22.8
35.3
18.6
48.1
45.1
46.1
49.9
102
96
98
106
2,399
2,465
3,740
2,172
17.3
17.8
27.0
15.7
45.2
44.1
45.1
50.1
96
94
96
107
880
724
1,051
433
6.3
5.2
7.6
3.1
55.9
50.1
50.2
49.8
119
107
107
106

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Advertising Campaign

Diana Coletta 9394729 Sara Dagenais 5428742 Christine Leroux 1958003

State of the Company

Analysis of Product and Competition

Limited for fast

Analysis of Past Efforts

Target Market Analysis

Women perceive Burger Kings flagship

14,183,000 Total Population

11,346,400 English Speaking

Applied a ratio of 0.5068 Male:Female

According to Statistics Canada, the total mass population is 34,278,400 Canadians as of

Objectives and Goals

5% Regular Use = 46,634

20% Trial = 186, 533

25% Preference = 233,166

40% Liking = 373,067

70% Knowledge = 652,865

90% Awareness = 839,397

Total Target Market: 932,663

Objective 5: Trial and Repeat Purchase

Jul Aug Sep

Oct Nov Dec Jan

Feb Mar Apr May

Print Ads (Teaser)

Magazines & Newspaper

2) Who must the campaign affect?

3) What do they think of our brand now?

4) What do we want them to think or do as a result of the campaign?

5) What is the best thing we can say to affect their behaviour?

6) What is the support for our claim?

Radio Ads (FM stations)

Description: Radio version of Television Commercial

Nowadays, society dictates everything a woman can and cannot do.

Men can publicly walk around topless,

they can pee standing up,

And most importantly, they can eat a

and only they can grow

Women of Canada, go ahead,

Work Cited & Bibliography

01 PMB 2011 Fall - 1 YR DATABASE (DE)

Demographics - Restaurants Types of Restaurant Quick Service/Fast Food

5+ Times Past 30 Days (H)

01 PMB 2011 Fall - 1 YR DATABASE (DE)

Kantar Media 2011

Demographics - Restaurants Types of Restaurant Quick Service/Fast Food

5+ Times Past 30 Days (H)

Personally Used In Past 30 Days

Kantar Media 2011

01 PMB 2011 Fall - 1 YR DATABASE

Subject > Leisure, Restaurants, Tobacco > Restaurants

Times used in past 30 days

Kantar Media 2011

01 PMB 2011 Fall - 1 YR DATABASE

Subject > Leisure, Restaurants, Tobacco > Restaurants

Times used in past 30 days

01 PMB 2011 Fall - 1 YR DATABASE

Kantar Media 2011

Subject > Leisure, Restaurants, Tobacco > Restaurants

1-2 Times Past 30 Days (L)

3-4 Times Past 30 Days (M)

5+ Times Past 30 Days (H)

Kantar Media 2011