Understanding Shawarma Brand Health in KSA

Shawarma Brand Health & Consumption Study (QSR)

A leading QSR brand commissioned a market study to understand Shawarma consumption habits, key choice drivers, brand perceptions, and competitive equity across key cities.

Background

The objective was to gauge brand performance, identify choice drivers, map target segments’ consumption patterns, and track brand equity versus key competitors in the Shawarma QSR space.

Methodology

Design: Quantitative Brand Health Survey using Computer-Assisted Personal Interviews (CAPI).

Target Segment Criteria

  • Cities: Riyadh, Jeddah, Dammam, Khubar
  • Gender: Males & Females
  • Nationality: Saudis, Arab Expats, Asian Expats
  • Age: 15–54 years
  • Income Groups: A, B, C1, C2 (occupation mix; MHI ≥ SAR 6,000)
  • Sample Achieved: N = 1,210 interviews

Results

35%
Consume weekly+
80%
Taste as #1 driver
75%
Brand awareness
68%
First choice

Consumption Patterns: 35% consumed Shawarma at least weekly; Riyadh showed the highest incidence.

Digital Aggregators: 58% preferred ordering via aggregators, citing convenience and promotions.

Brand Image & Perception: High scores on taste and quality; improvement areas include delivery time and menu variety.

Key Choice Drivers:

  • Taste: 80% (dominant driver)
  • Price: 70%
  • Proximity: 60% (home/workplace)

Brand Preferences: First choice for 68% of respondents; demand noted for broader Shawarma fillings and sauces.

Conclusions & Recommendations

  • Strong foothold in Shawarma QSR; sustain equity through consistent taste and quality delivery.
  • Diversify menu (fillings, sauces, limited-time flavors) to address variety needs and stimulate trial.
  • Enhance delivery experience—optimize prep/dispatch SLAs and packaging to preserve product quality.
  • Leverage digital channels more efficiently (aggregator partnerships, app promos, targeted CRM).
  • Roll out focused campaigns to high-consumption 25–34 demographic to maximize conversion and frequency.

Strategic Next Steps: Pilot menu extensions in Riyadh; A/B test aggregator bundles and time-bound offers; track delivery NPS and on-time rate; build a taste-led creative platform anchored in signature flavor cues.

Close

Addressing menu variety, delivery performance, and targeted digital activation will help the brand deepen relevance and capture incremental share—serving evolving preferences of Shawarma enthusiasts across key cities.

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