Mike’s Donuts & ChickenShopping Report

Presented by Team Digby:

Sam Saalfeld, John Kreul, Jessica Jennings, Eddy Acevedo

Mike's Donuts and ChickenPros

• Unique Menu

• Great meal presentation

• Halloween decorations and unique branding makes the experience fun and different than traditional restaurants

• Great tasting donuts

Cons

• Poor customer service

• Poor Cleanliness

• Long wait time till food was brought out

Rating: 6.6/10

9:00AM Ordered Coffee & Donuts

Pros

• Quick, friendly service

• Clean environment, sitting area

• High in and out traffic

Cons

• Slow checkout process

• Long line

• Not an ideal hangout

Rating 7.8/10

Donuts and coffee around noon -fresh and delicious

PROs• fresh food• decent selection• fast and friendly

service• premiums

CONs• no drive-thru• difficult to get

to• boring/plain

interior

Rating6.8/10

Grabbed a quick lunch before class on Wednesday at 11 am

PRO's• Extremely fast

service• Polite staff• Clean environment• Tasty food• Extra seating

during peak hours• Offer catering

CON's• In a Mall• Inconvenient

parking• Chain style food • Closed on Sunday• Not a good hang out

place• No Alcohol

Rating: 5.8/10

Popeyes around 12:00pm on a Friday

Pros

• Fast Food

• Good Food

• Friendly Employees

• No line

Cons• Flies

• Not a typical Social Setting

• Congested drive thru

Rating: 6.6/10

Scoring Environmental Factors

Location Convenience Price Selection Atmosphere Average Total Score

Mikes Donuts & Chicken

7 5 7 6 8 6.6

Dunkin Donuts

8 9 7 8 7 7.8

Gurnee Donuts

8 6 9 7 4 6.8

Popeyes 7 6 8 6 6 6.6

Chick-Fil-A 5 5 6 7 6 5.8

Personality Perceptual Map Functional Quality

(High)

Affective Quality (High)

Affective Quality(Low)

Functional Quality(Low)

Qualities of an Environment

• Higher Prices• Not a Wide Selection • Inconvenient Parking• Inconvenient Location• Slow Service

• Good Music• Friendly Employees • Good Food• Flies • Dirty Environment• Congested Space

Functional Quality

Affective Quality

Atmosphere

Nonverbal Communication Affects of the Message

Space within the building

Relationshipsbetween guests

and staff

Mannerisms/ Body Language from server

to guest

Symbolsmenus and

signage

Verbal communications

between server and guest

Time waited for food

Etiquetteservice

expectations

Agreement to pay the bill and

be serviced

Message to the consumer

Situational InfluenceTime

• Under time pressure Mike's Donut & Chicken is not ideal

• Service is generally slow

Location

• Location near downtown Kenosha harbor drives business during the summer making it a travel destination

• The functional and affective qualities could improve - Mike's located somewhat inconveniently downtown

• Interior decoration lightens mood

• The interior however lacks cleanliness

Conditions

• Seasonality directly affects business - rooftop bar

• Donuts selection changes with seasons

• Amount of passerby's varies from summer to winter heavily

Basic Disconfirmation Process

Expectations

• Great food & fun experience overshadowed by poor service and cleanliness

Performance Perceptions

• Common knowledge that service is poor, people still come for the food and fun

Disconfirmation

• Either positive or negative depending on your perception and expectations

Recommendations• Mike's should have a host to seat guests

• Servers should explain the restaurant and recommend dishes

• Cleanliness needs to be addressed

• Congestion needs to be addressed

• Emphasis seasonal products to drive business

• Continue to keep up the unique atmosphere that Mike's locations are known for

Questions?