No Longer a Commodity, Ice is a Choice.
Executive Summary:
This comprehensive report explores the emerging significance of ice as a strategic choice in the quick/limited service restaurant (QSR) sector. The findings underscore the economic impact of offering varied ice types, revealing a potential value of $75,000 for the average QSR.
Key Findings
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Consumers have strong ice preferences:
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Preferences exist: 88% of customers have a specific preferred ice type.
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Preferences are diverse: No single type of ice is favored by more than 40% of customers.
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Customer Satisfaction: Failure to meet ice preferences can lead to customer dissatisfaction.​​
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Consumers demonstrate purchase-driven ice behavior:
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Will Buy: 50% of customers have bought food at one restaurant and their drink at another due to ice preferences. 42% are willing to pay more for a drink with preferred ice.
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Will Visit: 60% of customers have chosen a restaurant based on its ice offerings. 47% say they would visit more if ice was an option.
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Will travel: 72% of customers are willing to extend their travel time to obtain a drink with their preferred ice type.​​
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A strategic opportunity:
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Happier customers: A restaurant that offers multiple types of ice can expect an increase in Happier customers
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Profitable growth
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Revenue increase from 1% to over 5%
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Profit increase from 1.5% to over 9%
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Innovation in ice:
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The Rockhopper Ice Engine is a significant advancement in ice machine technology
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Establishments can create and store up to four different types of ice
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Ices loved today: solid cube ice, chewy nugget ice, flake ice
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Iconic ices of tomorrow: Branded proprietary ice types.​​​
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