NORTHWIND KITCHENS COMPETITIVE LANDSCAPE REPORT - Q1 2024
Prepared by: Strategy and Insights Team (fictional sample document)
Date: April 15, 2024

EXECUTIVE SUMMARY

Quick-service demand recovered in urban cores in Q1 2024. Digital ordering now
accounts for 40 to 55 percent of transactions at the strongest operators.
Competitors are expanding fastest in the Southeast and West regions.

KEY COMPETITIVE MOVEMENTS

1. Contoso Grill (primary competitor)
   - Opened 12 new locations in Q1 (8 in the Southeast, 4 in the West)
   - Average ticket: $13.50, compared with $14.60 at Northwind Kitchens
   - Digital ordering: 52 percent of transactions

2. Fabrikam Burgers (secondary competitor)
   - Plans 50 new stores by the end of 2024, focused on the Midwest
   - Average ticket: $11.80
   - Drive-thru share: 55 percent

3. Tailspin Eats (emerging threat)
   - Delivery-only kitchens in 30 cities, 100 percent digital ordering
   - Average delivery ticket: $18.50

MARKET TRENDS

- Labor costs rising 8 to 12 percent year over year in every region
- Food cost inflation slowed to 2 to 3 percent in Q1
- Drive-thru demand steady in suburbs, declining in urban cores
- Digital ordering growing 15 to 20 percent year over year

RECOMMENDATIONS

1. Raise digital ordering to 50 percent of transactions by Q3 2024
2. Watch Contoso Grill openings in Southeast markets closely
3. Refresh the loyalty program to defend average ticket size
