Broulim’s Artisan Bread and Tortilla Survey Results Caitlin Trani, Chantelle Rowley, Kristi...

Broulim’s Artisan Bread and Tortilla Survey ResultsCaitlin Trani, Chantelle Rowley, Kristi Keister, Kyle Manning, Christian Holman

{Table of contents} Research Objectives: 3 Methodology: 4-5 Limitations: 6 Demographics: 7-11 Perceptions of Bread & Bakery: 12-16 Awareness & Purchase Habits: 17-26 Willingness to Purchase: 27-35 Tortillas: 35-50

{Research Objectives} Artisan Bread

Awareness/Usage Pricing

Expectations Reasons would

not purchase Broulim’s Bakery

Atmosphere

Tortillas Tortilla purchase

habits Likelihood to buy

fresh tortillas made in store

Pricing expectation

{Methodology}• 1,266 email invitations sent• Survey ran for 10 days

• Reminders sent 5 days into survey to non-responders• 433 people started survey, 412 finished. • 24 screened out • Net sample 388

• *All results are significant at a 95% confidence level

{Methodology}Broulim’s Sample 57 Finished 62 Started 92%

completion Rate

268 invited 23% Response

Rate

Employee Sample 106 Finished 108 Started 98%

completion rate

248 invited

Student Sample: 249 Finished 263 Started 95%

completion rate

750 invited 35%

response rate

{Limitations} Sampling due to Broulim’s regular

customers Apathy of respondents The wording on some questions could

be confusing The arrangement of questions could be

misleading

{Gender}

Male Female0%

10%

20%

30%

40%

50%

60%

44%

56%

Q25 - What is your gender?

{Age}

Under 21 21-25 26-30 31-40 41-50 51+0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

26%

39%

6%

10% 9%11%

Q26 - What is your age?

{Student}

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

69%

31%

Q27 - Are you a BYU-Idaho Student?

{Household}

Sing

le, l

ive

alon

e

Sing

le, w

ith ro

omm

ates

Sing

le p

aren

t with

child

ren

in h

ouse

hold

Marrie

d, n

o ch

ildre

n in

hou

seho

ld

Marrie

d, w

ith ch

ildre

n in

hou

seho

ld0%

10%

20%

30%

40%

50%

2%

48%

1%

23%27%

Q28 - Select the choice below that best describes your current household.

{Region}

North

east

/Mid

Atla

ntic

Sout

heas

t

North

west

Mount

ain

Wes

t

Wes

t Coa

st

Midwes

t

Sout

hwes

t

Canad

a

Outsid

e US/

Canad

a0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

5%3%

19%

42%

14%

7% 6%2% 3%

Q29 - Where are you originally from? Please select the closest region

Perceptions of Bread and Bakery

{Perceptions of Artisan Bread}

Good flavor Looks appetizing Good value for the money

Went stale too fast

Crust is too hard0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

4.244.40

3.62

3.08

2.69

Level of Agreement with each statement

{Perceptions of Bakery}

Has A

ppet

izing

odo

rs

Too

clutte

red/

hard

to n

avig

ate

Needs

mor

e lig

htin

g lig

htin

g/to

o da

rk

Displa

y un

its a

re d

rab

and

unap

peal

ing

Color

s ar

e dr

ab a

nd u

napp

ealin

g0.000.501.001.502.002.503.003.504.00 3.70

3.03 2.99 2.92 2.90

1 - Strongly Disagree

2 - Disagree

3 - Neither Agree Nor Disagree

4 - Agree

5 - Strongly Agree

{Broulim’s Bakery Perceptions}Interesting Find – Responses of “Not sure/Can’t Remember”

Needs More lighting/too dark = 17% Too Cluttered/hard to navigate = 12% Colors are drab and unappealing = 13% Display Units are drab and unappealing =

12% Has Appetizing odors = 10%

{Recommendations} There is an opportunity to create an

experience that leaves an impression on customers Remodel is an opportunity to innovate

Customers did seem to feel that the bakery has an appetizing odor. Find a way to use this as an advantage

in creating an experience Create an experience

Packaging, interaction

Awareness & Purchase Habits

{Awareness of Display}

Yes No Maybe0%

10%

20%

30%

40%

50%

60%

70%

58%

32%

9%

Q16 - Do you know where the Artisan Bread display is in Broulim's?

{Age vs. Awareness of Display}

under 21 21-25 26-30 31-40 41-50 51 +0%

10%

20%

30%

40%

50%

60%

70%

80%

13%

5%9%

21%

3%

8%

48%

29%

23%26%

29%

22%

39%

66%68%

53%

68%70%

MaybeNoYes

{Artisan Bread Purchases}

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

27%

73%

Q17 - Have you purchased Artisan Bread at Broulim's?

{Bread Display & Purchases}

Yes No Maybe0%

10%

20%

30%

40%

50%

60%

70%

58%

32%

9%

Q16 - Do you know where the Artisan Bread display is in Broulim's?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

27%

73%

Q17 - Have you purchased Artisan Bread at Broulim's?

{Age vs. Artisan Bread Purchase}

under 21 21-25 26-30 31-40 41-50 51 +0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%92.9%

71.7%

57.1%

64.0%69.2%

45.2%

7.1%

28.3%

42.9%

36.0%30.8%

54.8%

NoYes

{Age vs. Artisan Bread Purchase}

{Academic Status vs. Bread Purchase}

Non Student Student0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

57.6%

79.6%

42.4%

20.4%

NoYes

{Age vs. Purchase and Awareness of Display}

under 21 21-25 26-30 31-40 41-50 51 +0%

20%

40%

60%

80%

39%

66% 68%

53%

68% 70%

Do you know where the display is?

MaybeNoYesLinear (Yes)

under 21 21-25 26-30 31-40 41-50 51 +0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

7.1%

28.3%

42.9%36.0% 30.8%

54.8%

Have you purchased Artisan Bread?

NoYesLinear (Yes)

{Recommendation} The data shows that there is a large

market to capture with students and those up to the age of 25. Starving Student Cards, Rexburg Savings Update Website

Use social media - Facebook

Willingness to Purchase

{Frequency of visits at grocery stores}

Albertson's Broulim's Walmart Sam's Club Winco0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

31.2%33.8% 34.0%

66.5%

37.4%

Never

< Once a month

About once a month

2-3 times a month

About once a week

More than once a week

{Willingness to Buy}

Very Unlikely (1)

Unlikely (2) Somewhat Unlikely (3)

Undecided (4)

Somewhat Likely (5)

Likely (6) Very Likely (7)

0%

5%

10%

15%

20%

25%

30%

35%

40%

3%

6%8%

10%

35%

22%

16%

Q13 - If the breads you preferred in the previous question were available at a grocery store in Rexburg for $2.99 each, how likely would you be to buy

them in the future?

Price

Not su

re w

here

to fi

nd th

em

Rest o

f hou

seho

ld m

ight

not

like

them

Might

go

stal

e be

fore

we

can

eat t

hem

Not su

re w

hat t

o us

e it

for

Other

, ple

ase

spec

ify ___

____

____

0%

10%

20%

30%

40%

50%47%

2% 5%

15% 14% 16%

Q14 - Why would you be unlikely to purchase the Ar-tisan Breads in which you previously showed inter-

est? (check all that apply)

{Customers Not Likely to Buy}

{Have you ever tried Artisan Bread?}

No Not Sure Yes0%

10%

20%

30%

40%

50%

60%

70%

80%

18%

10%

72%

{Previous Purchases vs. Willingness to Buy}

No Yes4.2

4.4

4.6

4.8

5.0

5.2

5.4

5.6

5.8

4.8

5.5

Willingness to Purchase Artisan Bread at $2.99 if you've already purchased it be-

fore

{Expected Price to Pay vs. Willingness to Buy at $2.99}

$1-$2 3 4 5 6 $6 +4.0

4.2

4.4

4.6

4.8

5.0

5.2

5.4

5.6

5.8

4.2

5.05.0

5.1

5.6

5.4

{Recommendations} Promote the great price

Tortillas

{Tortilla Consumption}

Never Less than once a month

Once a month

2-3 times a month

Once a week 2-3 times a week

Daily0%

5%

10%

15%

20%

25%

30%

35%

2%

14%

11%

29%

20%22%

2%

{Types of Tortillas}

Flour Wheat Spinach Sun Dry Tomato

Corn Other0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

42%

21%

7% 7%

23%

1%

{Flour Tortilla Preference vs. Region}

Canad

a

Midwes

t

Mount

ain

Wes

t

North

east

/Mid

Atla

ntic

North

west

Outsid

e US/

Canad

a

Sout

heas

t

Sout

hwes

t

Wes

t Coa

st0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

85.7%81.5%

88.9% 89.5%

77.8%

61.5%

50.0%

90.9%

77.4%

{Flour Tortilla Preferred by Mountain West vs. Everywhere Else}

Everywhere Else Mountain WestMountain West vs. Everywhere Else

72%

74%

76%

78%

80%

82%

84%

86%

88%

90%

78%

89%

{Tortilla type & Gender}

Female MaleGender

0%

2%

4%

6%

8%

10%

12%

14%

16%

15%

10%

Spinach

Female MaleGender

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%16%

10%

Sun Dry Tomato

{Spinach & Time of Day}

Earlier than 2 PM 2 PM or LaterTime of Day

0%

5%

10%

15%

20%

25%

21%

12%

{Recommendation} Flour Tortillas

Flavored tortillas should be targeted toward women

Flavor varieties in the morning for earlier shoppers

{Price}

Would not pay extra

50 cents more 75 cents more $1.00 more $1.25 more $1.50 more0%

5%

10%

15%

20%

25%

30%

35%

24%

31%

15%

22%

3%6%

Q24 - How much extra would you be willing to pay for a package of 10 fresh tortillas versus 10 pre-packaged tortillas?

{Gender & Willingness to Pay}

Female MaleGender

0%

10%

20%

30%

40%

50%

60%

70%

80%

71%

59%

29%

41% Willing to Pay Less than $1.00Willing to Pay More than $1.00

{Importance factors – Tortillas}

Taste Ingredients Thickness Atmosphere of store0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

6.12

5.06 4.99

3.78

{Importance Factors – Taste & Ingredients}

{Importance Factors – Taste & Ingredients}

{Importance Factors – Atmosphere}

{Likelihood to buy}

Very Unlikely (1)

Unlikely (2) Somewhat Unlikely (3)

Undecided (4)

Somewhat Likely (5)

Likely (6) Very Likely (7)

0%

5%

10%

15%

20%

25%

30%

35%

2%

6% 6%

18%

29%

21%

18%

Q23 - If a supermarket in the Rexburg, Idaho area made fresh tortillas right in front of you in the store, how likely would you be to buy them?

{Recommendations} Pricing – 60 cents more than a

comparable 10 pack tortilla Target women – higher favorable

preferences for atmosphere, ingredients and taste Get a good recipe – make sure it’s tested

and comparable to other fresh tortillas