September 27, 2016

How Panda Express steals teen market share

Did you know that Panda Express OWNS the back-to-school season for teenagers?

Anyone who's visited the local mall recently knows that the underage crowd is flocking to Panda. But did you know that the QSR chain is crushing it during the weeks students return to campus?

The chart above was pulled from Quantifind's SIGNUM for Restaurants. The red line signifies the voice of teenagers who'll actually spend money at Panda; the blue represents the QSR and Fast Casual competitive average. Note how the gaps widen significantly every August, and even a bit in January when students return to school from the semester break. Basically, Panda has its act together when it comes to gobbling up market share at the beginning of semesters.

How's Panda doing this? Likely by offering back-to-school LTOs, but also some old-fashioned boots-on-the-ground marketing. Remember those on-campus orientation kiosks offering credit cards and frisbees? Today, the smell of General Tso's chicken is ubiquitous at those events.

Ready to switch from playing defense to playing offense? Ready to steal – rather than just defend – market share? Quantifind can illuminate your competitive blindspots and show you the fastest path to growth.