Leading Brands in Brazil's Dining & Restaurants Category: Q4 2024 Insights

Introduction

In the vibrant dining and restaurant sector of Brazil, three brands—McDonald's, Habib's, and Subway—have emerged as leaders with significant monthly deduplicated audiences across their websites and apps. This article analyzes their performance in Q4 2024, offering insights into audience trends, app engagement, and advertising strategies. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides a unique perspective on these brands' digital presence.

McDonald's

McDonald's digital footprint is extensive, featuring its website, mcdonalds.com, and the McDonald's app.

• Audience Trends: From Q3 to Q4 2024, the website experienced fluctuations, with visits peaking in October at over 5.5M and a decline in December to around 4.3M. The monthly deduplicated audience remained robust, nearing 20M in November before a slight dip in December.

• App Engagement: The app's monthly active users increased from just over 6M in September to about 9M in November, indicating strong mobile engagement during the quarter.

• Ad Spend & Channels: McDonald's monthly advertising spend peaked in October, exceeding $2.8M, primarily leveraging TikTok and Facebook for maximum impressions.

Habib's

Habib's digital ecosystem includes its website, habibs.com.br, and the Habib's: Descontos e Delivery app.

• Audience Trends: The website saw a consistent audience, with visits maintaining around 850K in December. The monthly deduplicated audience was relatively stable, nearing 1M throughout Q4.

• App Engagement: The app had a steady decline in monthly active users, dropping from over 430K in July to about 320K by December.

• Ad Spend & Channels: Habib's monthly advertising efforts were varied, with a notable increase in ad spend in December, focusing on Instagram and Facebook.

Subway

Subway's digital presence is marked by its website, subway.com, and the Subway app.

• Audience Trends: The website displayed growth, with visits increasing from 500K in October to over 1M in December. The monthly deduplicated audience also saw a rise, reaching approximately 850K in December.

• App Engagement: The app's monthly active users remained fairly stable, hovering around 600K throughout the quarter.

• Ad Spend & Channels: Subway's monthly ad spend decreased over the months, with a significant reduction in December. Facebook and Instagram were the primary channels for their advertising efforts.

Conclusion

McDonald's, Habib's, and Subway have demonstrated strong digital strategies in Brazil's dining sector, leveraging both web and mobile platforms effectively. Sensor Tower's unparalleled data provides a comprehensive understanding of these brands' cross-platform user behavior, showcasing the importance of integrated digital strategies in maintaining market leadership.

By utilizing Sensor Tower's insights, decision-makers can gain a competitive edge, understanding market dynamics and optimizing their digital strategies to capture and retain audience attention in a rapidly evolving landscape. Discover more with Sensor Tower.