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Client: Bamboo Tori Project: Customer Insights Analysis
Citation preview
Panos Anadiotis | Lauren Baxter | Victor A. Paredes | Priya Singhal | Esther Tranle
CUSTOMER INSIGHTS
PROBLEM SOLVING APPROACH
Background Business Problem Secondary Research Primary Research Findings | General and Test Recommendations
BUSINESS BACKROUND
• Opened in October 2012
• Located on University Place
• Specialty is Yakitori
• Wants to bring Yakitori to the US
• Prospect of second location in Midtown
Is location an important factor for the unaware to eat at BT or for the aware to eat more frequently at BT?
Aside from location, what other factors such as eating habits or take out habits or cuisine preferences are important for unaware to eat at
BT or for the aware to eat more frequently at BT”?
BUSINESS PROBLEM
SECONDARY ANALYSIS ANALYSIS
PESTLE
PORTER’S 5 FORCES
SWOT
BCG
FRAMEWORK
Macro-environmental
Industry analysis and business strategy
Structure of planning
Business Unit Analysis
Competition is high and there is the possibility by relocating to dry up current resources but capitalising on social and environmental trends in al ignment to current strengths like food quality and superior service provide plenty of room for growth
PRIMARY RESEARCH
1. General Eating Habits 2. Yakitori 3. Bamboo Tori
1. Has Eaten at Bamboo Tori 2. Does not know about Bamboo Tori 3. Knows about Bamboo Tori but has not eaten there
Segments
Questions
DEMOGRAPHIC PSYCHOGRAPHICS
GEOGRAPHICS
39.2 % are white and 43.2% are Asian
Males : 44.6% Females: 55.4% 89.2% of our respondents fall in the age group of 18-34 with 56.8% in 25-34 years
Findings: Respondent portfolio
• Familiarity with Yakitori: 53.9%
• Familiarity with Bamboo tori:42.1%
• Eating Habits: 44.7% eat lunch out 3-5 times a week
42.1 % eat dinner out 1-3 times per week
Lunch is mostly Take- out
• Influencing factors: online reviews, word of mouth and location.
• ‘location’ factor for take-out? 81.6% would travel anywhere between 0-5 blocks for a take–out
• Point of contact with Take-out places: In-Person
ACCORD MODEL PERCEPTIONS ACCORD Model Aware Unaware
Relative Advantage Current positioning: natural products with no hormones
not a factor for choosing bamboo tori
Are not interested in knowing how/ where ingredients are grown
Complexity Simple concept Vending machine at Midtown may elevate complexity
Compatibility Convenience compatibility Looking for online compatibility
Communication Miscommunication: Observed benefit is price vs. real benefit is cuisine in take –out
Not looking for Yakitori in specific
Risk No risk currently N/A
Divisibility positive correlation between visiting bamboo tori and recommending it to others.
Most significant factor in causing visits to any restaurant: Online reviews (WOM Campaigns, Yelp, Seamless)
RECOMMENDATIONS Ø Educate population about Yakitori. Currently, only Asian and White populations
are the only ones consuming Yakitori at Bamboo Tori. Ø Offer promotions for dinner time to increase number of dinner customers to
increase awareness. Ø Increase awareness of Bamboo Tori through search engine optimization,
advertising and couponing and free samples in the NYU community and more importantly in the Union Square area.
Ø Referral and loyalty program at the restaurant with a stamp card and online (Facebook, Twitter and Instagram)
Ø Increase presence on Seamless Ø Free delivery. Most of customers prefer buying online.
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FURTHER RESEARCH
Validity Questions around Price sensitivity to determine if price increase is an option for revenue maximization.
1 Reliability Increase reliability of the questionnaire in terms of revealing the factors that inhibit visits.
Conduct pre and post visits surveys to forecast demand and cash flow projections with average dollar transaction; and, improvement of product mix by performing a basket analysis.
2 Representativeness Respondents were either aware or unaware, however more aware but not visited Bamboo Tori respondents should be surveyed to enhance accuracy of responses. Carry out observation exercises as more accurate information can be interpreted when the consumer does not want to reveal the right answer.
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thank you
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