By Ken Y-N ( October 22, 2009 at 00:02)
· Filed under Lifestyle, Polls
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That’s the top four fast food places in Japan, specifically Makudo, Mosu, Misudo and Kenta – McDonalds, Mos Burger, Mister Donut and KFC – according to MyVoice’s sixth look at fast food. I translated their fifth survey on fast food two years ago.
Demographics
Over the first five days of September 2009 14,023 members of the MyVoice internet community completed a private online questionnaire. 54% of the sample were female, 2% in their teens, 14% in their twenties, 34% in their thirties, 30% in their forties, and 20% aged fifty or older.
If you’re a burger fan, note that the Japan Blog Matsuri is doing hamburgers this month.
I’m a big Mister Donut fan, as they have a lot of convenient shops, a good point card system, unlimited refills of hot black coffee or hot au lait, you can stay as long for as you can put up with the US DJ and his muzak, and oh, rather nice doughnuts. I’m quite partial to their chocolate and salty caramel one, and their standard menu items, Pon De Ring Black Sugar and Pon De Tofu Kinako (sweet soy flour), are always a good choice.
The bit about wifi refers to a current campaign at McDonalds where those with Nintendo DSes can connect to an in-shop LAN and download some free games.
Research results
Q1: How often do you go to a burger bar or other fast food restaurant? (Sample size=14,023)
| Almost every day |
0.4% |
| Three or four times a week |
1.3% |
| Once or twice a week |
11.4% |
| Two or three times a month |
28.3% |
| Once a month |
29.4% |
| Few times a year or less |
22.5% |
| Don’t frequent any at all |
6.6% |
Q2: At what times of the day do you often go for fast food? (Sample size=fast food users, multiple answer)
| 1 am to 2 am |
1.0% |
| 2 am to 3 am |
1.1% |
| 3 am to 4 am |
1.3% |
| 4 am to 5 am |
0.5% |
| 5 am to 6 am |
0.5% |
| 6 am to 7 am |
0.9% |
| 7 am to 8 am |
2.3% |
| 8 am to 9 am |
3.2% |
| 9 am to 10 am |
3.2% |
| 10 am to 11 am |
4.4% |
| 11 am to 12 am |
14.8% |
| 12 am to 1 pm |
47.6% |
| 1 pm to 2 pm |
33.8% |
| 2 pm to 3 pm |
18.7% |
| 3 pm to 4 pm |
16.1% |
| 4 pm to 5 pm |
8.4% |
| 5 pm to 6 pm |
7.8% |
| 6 pm to 7 pm |
10.7% |
| 7 pm to 8 pm |
8.8% |
| 8 pm to 9 pm |
6.3% |
| 9 pm to 10 pm |
3.9% |
| 10 pm to 11 pm |
2.4% |
| 11 pm to 12 pm |
1.4% |
| 12 pm to 1 am |
1.0% |
| No answer |
0.4% |
Q3: What is important when choosing a fast food restaurants to use? (Sample size=fast food users, multiple answer)
| Reasonable price |
70.9% |
| Delicious |
55.7% |
| Discount coupons |
38.1% |
| Easy to enter |
32.4% |
| Short waiting time |
30.8% |
| Wide selection of sets |
21.2% |
| Has parking |
17.6% |
| Clean shop |
17.2% |
| Close to home |
16.6% |
| Wide selection of standard items |
16.0% |
| Easy to go with children |
15.7% |
| Good customer service |
14.2% |
| Big sizes |
13.8% |
| Wide selection of seasonal and other limited-availability items |
13.6% |
| Can trust quality of ingredients |
13.0% |
| Spacious interior |
12.4% |
| Can loiter in shop for a long time |
9.5% |
| Can trust the cleanliness of food preparation |
8.9% |
| Good shop or chain image |
7.4% |
| 24 hours open |
6.8% |
| Close to school or work |
6.8% |
| Things other than food to enjoy (free gifts, raffles, etc) |
6.7% |
| Quiet and relaxing |
5.2% |
| Has healthy menu |
4.9% |
| Origin of ingredients displayed |
4.2% |
| Has wireless LAN |
1.5% |
| Has delivery service |
1.3% |
| Has handheld gaming wireless LAN, game trial versions |
0.7% |
| Other |
2.2% |
| Nothing in particular, don’t know |
2.2% |
| No answer |
0.4% |
Q4: Which fast food chains do you like? (Sample size=fast food users, multiple answer)
| McDonalds |
70.7% |
| MOS Burger |
57.2% |
| Mister Donuts |
48.2% |
| Kentucky Fried Chicken |
37.4% |
| Lotteria |
16.0% |
| Subway |
10.5% |
| Freshness Burger |
9.7% |
| Wendy’s |
6.9% |
| First Kitchen |
6.5% |
| Dom Dom Hamburger |
2.4% |
| Other |
2.6% |
| None in particular |
4.5% |
| No answer |
0.3% |
Q5: Which is your most favourite fast food chain? (Sample size=those with liked chains from Q4)
| McDonalds |
37.4% |
| MOS Burger |
30.0% |
| Mister Donuts |
10.0% |
| Kentucky Fried Chicken |
8.3% |
| Subway |
2.7% |
| Freshness Burger |
2.4% |
| Lotteria |
2.0% |
| Wendy’s |
1.5% |
| First Kitchen |
0.9% |
| Dom Dom Hamburger |
0.2% |
| Other |
1.0% |
| Don’t have one particular favourite |
2.8% |
| No answer |
0.6% |
Q6: Why is the fast food chain from Q5 your favourite? (Sample size=fast food users with a favourite chain, multiple answer)
| Delicious |
66.3% |
| Reasonable price |
36.5% |
| Discount coupons |
18.8% |
| Easy to enter |
15.4% |
| Can trust quality of ingredients |
14.5% |
| Wide selection of standard items |
11.4% |
| Wide selection of sets |
10.4% |
| Close to home |
9.8% |
| Short waiting time |
8.9% |
| Big sizes |
8.6% |
| Good customer service |
8.4% |
| Wide selection of seasonal and other limited-availability items |
8.3% |
| Clean shop |
7.9% |
| Easy to go with children |
7.9% |
| Has parking |
7.8% |
| Origin of ingredients displayed |
6.8% |
| Can loiter in shop for a long time |
5.3% |
| Can trust the cleanliness of food preparation |
5.2% |
| Good shop or chain image |
4.9% |
| Has healthy menu |
4.3% |
| Quiet and relaxing |
3.6% |
| Things other than food to enjoy (free gifts, raffles, etc) |
3.5% |
| Spacious interior |
2.8% |
| Close to school or work |
2.8% |
| 24 hours open |
1.9% |
| Has wireless LAN |
0.6% |
| Has delivery service |
0.6% |
| Has handheld gaming wireless LAN, game trial versions |
0.4% |
| Other |
2.3% |
| Nothing in particular, don’t know |
1.1% |
| No answer |
0.1% |
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Q2: At what times of the day do you often go for fast food?
6 am to 7 am 0.9%
7 am to 8 am 2.3%
No wonder McD was offering their free coffee between 6 and 7.
Thanks for the mention about the Matsuri.
I like little DomDom burger sitting there at the bottom. If you spot one of those its bonus points. I only know of two, one in front of JR Rokkomichi and another in front of Hankyu Tsukuguchi.