Qdoba Final

1. Introduction

2. Methodology of Questions

3. Descriptive Research Results

4. Conclusion & Recommendations2

What stance should Qdoba take towards health and nutrition?

Why is or isn’t this important for Qdoba?3

Problem Definition

Approach To Problem

● Secondary Research ● Guide & Develop Our Research Questions

○ Understand health trends○ Understand consumers perception of health

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Secondary ResearchConsumers are interested in having more healthful food when they dine out.

36% say healthful options would motivate them to visit fast casuals more

30% say they are looking for healthful items at fast casuals more than a year ago.

61% of consumers say they enjoy menu items that heavily feature vegetables.

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INTERVIEWS & OBSERVATIONS

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8 Males

5 Females

Research Questions

1. How do healthy options influence decisions to eat out?

2. How do unhealthy options influence decisions to eat out?

3. What types of nutritional facts are people interested in seeing broken down when they eat out?

4. What types of health food on a restaurant menu would people pay a premium for?

5. What are people’s perception of health at particular fast casual restaurants?

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Survey Demographics

● 116 Respondents of Millennials and Gen Z

● 42 Male 64 Female● 91 Respondents under 29

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How do healthy options influence decisions to eat out?

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How important are healthy menu options when eating out?

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Very Unimportant

NeutralUnimportant Important Very Important

How often do you seek healthy restaurants when you eat out?

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How often do you seek healthy restaurants when you eat out?

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Never Rarely UsuallySometimes Always

How important are healthy menu options when eating out?

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How Healthy Is Your Diet?

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How do unhealthy options influence the decision to eat out?

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If you are not concerned with health, what types of food do you prefer?

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How healthy is your diet?

17Very Unhealthy Unhealthy Neutral Healthy Very Healthy

How healthy are fast

casual restaurants?

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Unhealthy/Neutral (2.71)

Neutral (3.23)Neutral (3.23)

Unhealthy (2.65)

Unhealthy (2.45)

What Do You Value More When Eating at a Fast Casual Restaurant?

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Health ValueFlavor

What types of nutritional facts are people interested in seeing broken down?

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What nutrition facts are customers most concerned with?

● 59.5% Calories● 45.7% Sugar● 36.2% Fat

● Visiting Mexican Calories & Sugar● Disclosure effect menu options● Calories & Fat effect menu options

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Have you ever chosen fast casual or a fast food restaurant solely due to the disclosure of the nutritional facts?

22No Yes

Will having nutritional facts broken down drive traffic?

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What types of health food on a restaurant menu would people pay a

premium for?

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Findings75.9% Would be willing to pay more

69.8% Free Range Chicken

69% Non-GMO

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What are people’s perception of health at particular fast casual restaurants?

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A restaurant is believed to be more healthy with the following cues:

● Food being prepared in front of you● Being told food is freshly prepared● Handwritten food Signs● Featured Menu Item With Healthful Emphasis

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CONCLUSION

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Healthy menu items are important to consumers when eating out,

however, those who seek Qdoba are not concerned with health

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Qdoba consumers value flavor over health

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Customers do not seek out restaurants based off of their

disclosure of nutritional facts, but it does influence their purchasing

decisions in-store31

What stance should Qdoba take towards health and nutrition?

Incorporate cues into their menu appearance

Free Range, Non-GMO

Display Nutrition Facts

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THANK YOU

QUESTIONS?