Guangzhou 72 Street - Brand Awareness Survey
Company overview
Guangzhou 72 Street Catering Chain Development Co., Ltd. is a company specializing in Chinese-style fast food chain operations. Since officially launching its self-service restaurant model centered on 'pork bone rice' in 2015, the company has gradually established a comprehensive product portfolio featuring seven product lines and over 40 menu items. As of September 2019, the company had expanded to 149 directly operated stores, forming a chain network centered in South China and extending nationwide, positioning itself as a representative brand in the Chinese fast food chain sector
Research background
With increasing competition in the fast food industry and a growing trend toward youth-oriented branding, following a new phase of brand promotion activities, 72 Street aims to systematically evaluate changes in brand awareness, recognition, and consumer behavior before and after the advertising campaign. Through quantitative research, the study seeks to deeply understand shifts in consumer perceptions and attitudes toward the brand, as well as evolving fast food consumption habits, providing scientific support for future brand communication and product strategy.
Research scope
In January 2020, CEIDEA Research was commissioned by 72 Street to design and execute this brand communication effectiveness research project. The survey was conducted in two phases—before and after the promotional campaign—and covered key cities including Guangzhou, Shenzhen, and Foshan. Using a combination of online questionnaires and offline intercept interviews, the study targeted frequent fast food consumers. Survey content included changes in brand awareness and recognition, brand image perception, exposure to advertising, consumer satisfaction with products and services, comparative perceptions against competitors, purchase preferences, consumption pain points, and media consumption preferences. Data analysis was used to build a detailed profile of core consumer segments.
Expected outcomes
This study will systematically assess changes in brand awareness and advertising reach before and after the promotional campaign, identify consumer recognition levels for the brand, products, and services, uncover key brand differentiators and areas for improvement, and clarify the current competitive position and potential for optimization within the fast food market. The research findings will provide comprehensive data support for the company's media investment strategy optimization, brand communication direction selection, product and service structure adjustments, and precise audience targeting. Additionally, it will establish a feasible pathway for quantifying and managing brand communication effectiveness.
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