Value associations with brands in HoReCa

A ROMIR study devoted to the analysis of value associations with various brands in the public catering sector revealed interesting trends and heterogeneity in the perception of various chains by consumers. The analysis shows that the key values ​​of Russian society (safety, attractiveness, honesty, financial well-being) are not always expressed clearly enough at the level of HoReCa brands, which indicates the potential for possible development of marketing strategies.
Among burger joints, Vkusno – period, Burger King and Rostic’s are positioned as family-friendly, economical and simple establishments, while Vkusno – period stands out for its high level of reliability. Black Star Burger is associated with innovation, status, excitement and rebellion, and Farsh – with patriotism.
In the pizzeria segment, Dodo Pizza is the only chain that is associated to a greater extent with attractiveness (a key value for the industry), family and kindness. Papa John's is perceived as a rebellious brand, Domino's as enlightened, and Tashir Pizza as gambling and inspiring. In general, pizzerias do not demonstrate the expression of the key values ​​of the industry.
Among caffeine, Shokoladnitsa has the brightest image: attractive, family-oriented, financially prosperous, creative and inspiring. One Price Coffee is perceived as a thrifty, kind and inspiring chain. Kofemania is perceived as attractive and passionate, Coffee Like and Cofix as creative, Doubleby and Drinkit as inspiring and enlightened, and Surf Coffee as passionate and rebellious.
In the culinary segment, Subway is associated with simplicity, independence and passion. StarDogs is an inspiring and enlightened chain, Doner 24 and Vlavashe are economical and thrifty. Prime is a socially responsible and inspiring chain, while Khlebnitsa and Bukhanka are safe, reliable and kind brands. Khlebnitsa is also associated with fairness, while French Bakery is both fair and rebellious.
Sushi restaurants are often associated with financial well-being (Il Patio, Planet Sushi, Yakitoria), innovation (Yakitoria, Tanuki) and status (Il Patio, Yakitoria, Tanuki). Planet Sushi is associated with independence and creativity, Yakitoria with passion, and Tanuki with passion and inspiration.
Kroshka Kartoshka, Teremok and Mu-mu are perceived as family and kind brands, with Kroshka Kartoshka and Teremok associated with patriotism, Kroshka Kartoshka itself with simplicity, and Mu-mu with economy and thrift. "The HoReCa market is facing increasing competition, which makes it necessary to find unique niches for the successful existence of a business. The ROMIR study emphasizes the importance of value guidelines such as safety, reliability and honesty, which remain a priority for consumers. It is important that chain establishments not only comply with these basic values, but also develop unique offers based on fairness, kindness and optimism. This will allow them to stand out from the competition and attract the attention of the target audience, creating loyalty and trust," comments Margarita Abramkina, ROMIR Client Director.