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TOUCH-SCREEN ORDERING TOUCH-SCREEN ORDERING SYSTEM MARKETING SYSTEM MARKETING RESEARCH PROJECT for RESEARCH PROJECT for ROKA Inc.ROKA Inc.
Yuksel ULGEN02/11/09
MARKETING RESEARCH & STRATEGIC APPLICATIONS
George SCARVELIS
ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &
Hardware CompanyServices
◦Consultancy◦Software & Hardware Development
Products◦Voice Over IP Project◦Now – Touch-Screen Ordering
System
ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &
Hardware CompanyServices
◦Consultancy◦Software & Hardware Development
Products◦Voice Over IP Project◦Now – Touch-Screen Ordering
System
ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &
Hardware CompanyServices
◦Consultancy◦Software & Hardware Development
Products◦Voice Over IP Project◦Now – Touch-Screen Ordering
System
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.Menu
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrder
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluation
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluationCheck
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluationCheckGames
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluationCheckGamesAdvertising
ProblemProblemRoka is a new companyTouch-Screen Ordering System is
a new productA good marketing researchMain point:
UNDERSTANDING THE UTILITY OF TOUCH-SCREEN ORDERING SYSTEM BEFORE THE
DEVELOPMENT AND LAUNCHING PROCESS
RESEARCHRESEARCHSecondary Research :
◦Several countries in the world United States United Kingdom
RESEARCHRESEARCHSecondary Research :
◦ Several countries in the world United States United Kingdom
◦46% of all adults in America indicate a likelihood of using these systems at a restaurant. Hudson Riehle – NATIONAL RESTAURANT ASSOCIATION
RESEARCHRESEARCHSecondary Research :
◦ Several countries in the world United States United Kingdom
◦ 46% of all adults in America indicate a likelihood of using these systems at a restaurant. Hudson Riehle – NATIONAL RESTAURANT ASSOCIATION
◦“It’s cooler placing your own order on the computer than having a waitress come up and do it” A restaurant customer Amanda Rosengarten
RESEARCHRESEARCHPrimary Research:
◦2 surveys Business Owner Survey Customer Survey
RESEARCHRESEARCHPrimary Research:
◦Business Owner Survey: 6 people Different kinds of restaurants
Mid-segment Luxurious
RESEARCHRESEARCHPrimary Research:
◦Business Owner Survey: 10 questions
2 open-ended 8 fixed
3 Interval Scale 4 Nominal Scale 1 Ordinal Scale
RESEARCHRESEARCHPrimary Research:
◦Customer Survey 6 people 3female, 3 male
RESEARCHRESEARCHCustomer Survey
◦11 questions 2 open-ended 10 fixed
3 interval scale 7 nominal scale
One has two parts
FINDINGSFINDINGS
FINDINGSFINDINGS
FINDINGSFINDINGS
What part, service, and product of your management would you like to improve?
FINDINGSFINDINGS
Importance rank of restaurant aspects for customers
FINDINGSFINDINGS
FINDINGSFINDINGS
CONCLUSIONSCONCLUSIONSOwners:
◦Useful feedbacks◦Waiters◦Improvement, modification
CONCLUSIONSCONCLUSIONS Owners:
◦ Useful feedbacks
◦ Waiters
◦ Improvement, modification
Customers:◦Menu◦Questions to Waiters◦Wrong order◦Fun
RECOMMENDATIONSRECOMMENDATIONSMid-segment, luxurious placesFeedback AdvertisementFood Service
THANK YOU!THANK YOU!
ANY QUESTIONS?
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