Presented ByPresented ByDavid MadsenDavid MadsenHutch HarperHutch Harper

Bill Wright Bill Wright Jamie KeigJamie Keig

Brick Oven HistoryBrick Oven History In 1956 a small café was converted into a pizza parlorIn 1956 a small café was converted into a pizza parlor This was one of Utah Counties first Pizza ParlorsThis was one of Utah Counties first Pizza Parlors A local contested was conducted and it was named “Heaps A local contested was conducted and it was named “Heaps

of Pizza”of Pizza” Word spread about the great food among locals and BYU Word spread about the great food among locals and BYU

students and the business took offstudents and the business took off Due to a growing community and increased popularity the Due to a growing community and increased popularity the

business grewbusiness grew The small pizza parlor later became Brick Oven RestaurantThe small pizza parlor later became Brick Oven Restaurant Brick Oven continues to serves great pizza and much moreBrick Oven continues to serves great pizza and much more Popular menu items include Pizza, Pasta and Salad Bar, Popular menu items include Pizza, Pasta and Salad Bar,

Italian Dishes and of course there famous Root beerItalian Dishes and of course there famous Root beer

Brick Ovens Current StatusBrick Ovens Current Status

Brick Oven is a Provo Landmark and Brick Oven is a Provo Landmark and a thriving businessa thriving business

The majority of clientele is made up The majority of clientele is made up of Families, BYU Faculty and Alumniof Families, BYU Faculty and Alumni

Students account for approximately Students account for approximately 20% of Brick Ovens business20% of Brick Ovens business

Research ObjectivesResearch Objectives What are the basic demographics of Brick Oven guests What are the basic demographics of Brick Oven guests

including sex, age, marital status, and student status?including sex, age, marital status, and student status? General dining preferences including favorite sit down and General dining preferences including favorite sit down and

fast food restaurants, atmosphere, and layout?fast food restaurants, atmosphere, and layout? What do Brick Oven guests desire in their dining What do Brick Oven guests desire in their dining

experience?experience? What types of food do Brick Oven guests seek when visiting What types of food do Brick Oven guests seek when visiting

Brick Oven?Brick Oven? Would a fast casual Brick Oven restaurant be desired and Would a fast casual Brick Oven restaurant be desired and

frequented by college students?frequented by college students? What do Brick Oven guests feel about meal pricing at a fast What do Brick Oven guests feel about meal pricing at a fast

casual restaurant?casual restaurant? What types of people are expected to be seen at Brick What types of people are expected to be seen at Brick

Oven?Oven?

Means of ResearchMeans of Research

Focus Groups- Focus Groups- Focus Groups as Focus Groups as well as Glee Zumbrennen’s input well as Glee Zumbrennen’s input were used to develop appropriate were used to develop appropriate survey questions to gather meaning survey questions to gather meaning datadata

Primary research— Primary research— We conducted We conducted surveys of college students at surveys of college students at Brigham Young University and over Brigham Young University and over the phonethe phone

Sample SizeSample Size

Initially we used a variance of 1.25, Initially we used a variance of 1.25, Acceptable Error of .2 and a Z-Score Acceptable Error of .2 and a Z-Score of 1.645 of 1.645

Estimated Sample Size was 85Estimated Sample Size was 85 In the end the actual Variance of our In the end the actual Variance of our

most important question was 1.56most important question was 1.56 Estimating the sample size to be 106Estimating the sample size to be 106 In the end we survey 150 people and In the end we survey 150 people and

used 119 of those surveysused 119 of those surveys

DemographicsDemographics

GenderGender AgeAge School StatusSchool Status Marital StatusMarital Status

GenderGender

Gender

59.66

40.34

M

F

AgeAge

Age

30.00

27.00

26.00

25.00

24.00

23.00

22.00

21.00

20.00

19.00

18.00

Num

ber

of S

tudents

30

20

10

0

School StatusSchool StatusYear in School

13.4%

48.7%

6.7%

15.1%

3.4%

12.6%Sophomore

Senior

Not a Student

Junior

Grad Student

Freshman

Marital StatusMarital StatusMarital Status

28.6%

71.4%

Yes

No

Dining BehaviorDining Behavior

Dining FrequencyDining Frequency Dining TimesDining Times Favorite Fast Casual RestaurantsFavorite Fast Casual Restaurants Fast Casual Pricing PreferencesFast Casual Pricing Preferences

Dining Frequency (Per Dining Frequency (Per Week)Week)

Dining Frequency Per Week Sitdown

3210

Pe

rce

nt

60

50

40

30

20

10

0

Dining Frequency Fast Food

4+3210

Pe

rce

nt

50

40

30

20

10

0

Dining TimesDining TimesTimes Students Eat Out

.8%

16.0%

11.8%

60.5%

10.9%

Morning

Mid-Afternoon

Late Evening

Evening

Afternoon

Favorite Fast Casual Favorite Fast Casual RestaurantsRestaurants

The Top 3 Choices for Favorite Fast Casual Restaurants

78.2%

42.9%

32.8%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

Café Rio Panda Express Fuddrucker's

Top 3 restaurants

% o

f re

spo

nd

ents

list

ing

res

tau

ran

t

Pricing PreferencesPricing Preferences

Fast Casual Pricing

$7-$8$5-$6$3-$4

Pe

rce

nt

80

70

60

50

40

30

20

10

0

18

67

15

Frequency of Past Brick Oven Frequency of Past Brick Oven Visits in the Last YearVisits in the Last Year

Brick Oven Patronage

7.6

61.3

31.1

6-10 Times

1-5 Times

Not at All

Brick Oven Fast Casual Specific Brick Oven Fast Casual Specific QuestionsQuestions

Brick Oven Fast Casual AppealBrick Oven Fast Casual Appeal Potential Menu ItemsPotential Menu Items Seating PreferencesSeating Preferences Design/Atmosphere PreferencesDesign/Atmosphere Preferences Potential PatronagePotential Patronage Expected Brick Oven ClienteleExpected Brick Oven Clientele

Brick Oven Fast Casual Brick Oven Fast Casual AppealAppeal

Brick Oven Fast Casual Appeal

Greatly Appealing

More Appealing

Appealing

Less Unappealing

Not Appealing

Pe

rce

nt

50

40

30

20

10

0

12

26

39

18

5

Potential Menu Items AppealPotential Menu Items AppealBrick Oven Fast Casual Menu Item Interest Ratings

3

3

4

4

4

4

4

5

0 1 2 3 4 5 6

Specialty Drinks

Desserts

Bread

Rootbeer

Subs

Salad Bar

Pasta Bar

Pizza

Me

nu

Ite

ms

Rating (5=Greatly Appealing) Based on Median Results

Seating PreferencesSeating PreferencesSeating Preferences

4.2%

7.6%

11.8%

23.5%

52.9%

Bean Bag Chairs

Couches

Counters/Stools

Tables/Chairs

Booths

Design/Atmosphere Design/Atmosphere PreferencesPreferences

Fast Casual Atmosphere Preferences

57.1%

20.2%

29.4%

37.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Sports Bar Dimly Lit Well Lit Open Floor

Atmosphere

Pe

rce

nta

ge

of

Re

sp

on

de

nts

Potential Fast Casual Potential Fast Casual PatronagePatronage

Potential Patronage of Brick Oven Fast Casual Restaurant

15.1%

18.5%

31.9%

26.9%

7.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Once a Week Every other week Once a Month Every six months Not at all

Frequency of Visits

Per

cen

tag

e o

f R

esp

on

den

ts

Statistically Statistically Significant DataSignificant Data

Fast Casual AppealFast Casual Appeal

Increased Visits Brick OvenIncreased Visits Brick Oven

AppealAppeal

# of Expected Visits to Brick Oven # of Expected Visits to Brick Oven Fast Casual - 95% LevelFast Casual - 95% Level

# of Past Visits to Brick Oven - 99% # of Past Visits to Brick Oven - 99% LevelLevel

Increased Visits to Brick Oven - 99% Increased Visits to Brick Oven - 99% LevelLevel

Increased Visits to Brick Increased Visits to Brick Oven Oven

Appeal of Fast Casual Idea – 99% Appeal of Fast Casual Idea – 99% LevelLevel

Past Visits were NOT correlated to Past Visits were NOT correlated to increased future visitsincreased future visits

Other Interesting/Significant Other Interesting/Significant DataData

Married people are more likely to Married people are more likely to have eaten at Brick Oven in the last have eaten at Brick Oven in the last 6 months – 90% Level6 months – 90% Level

Potential Menu ItemsPotential Menu Items– Females far more likely to prefer Salads Females far more likely to prefer Salads

and Dessertsand Desserts– Age correlated with Desserts is a Age correlated with Desserts is a

significant statistic (The younger the significant statistic (The younger the respondent, the more they prefer it)respondent, the more they prefer it)

ContinuedContinued

School Status is associated with School Status is associated with Bread preference– 90% LevelBread preference– 90% Level

Single Students and specialty drink Single Students and specialty drink preference are associated – 90% preference are associated – 90% LevelLevel

Errors and LimitationsErrors and Limitations

Sampling Error- reduced by Sampling Error- reduced by determining sample size ~106determining sample size ~106

Non-response Error- 119 of 150 Non-response Error- 119 of 150 surveys deemed usable, 31 not surveys deemed usable, 31 not correctly completedcorrectly completed

Response Error- The 31 surveys Response Error- The 31 surveys containing invalid responsescontaining invalid responses

ConclusionsConclusions

Demographic DataDemographic Data

Dining PreferencesDining Preferences

Brick Oven Specific InformationBrick Oven Specific Information

Statistical SignifcanceStatistical Signifcance

DemographicsDemographics

A greater percentage of regular Brick A greater percentage of regular Brick Oven guests were married. Data Oven guests were married. Data indicated that married students were indicated that married students were more likely to dine at Brick Ovenmore likely to dine at Brick Oven

Respondents that more-frequently Respondents that more-frequently patronized sit down restaurants ate patronized sit down restaurants ate at Brick Oven more oftenat Brick Oven more often

Dining PreferencesDining Preferences

Respondents were aware of fast Respondents were aware of fast casual dining, and were patronizing casual dining, and were patronizing such establishmentssuch establishments

A strong possibility exists for Brick A strong possibility exists for Brick Oven to offer a fast casual serviceOven to offer a fast casual service

Respondents indicate a willingness to Respondents indicate a willingness to try a new fast casual service at Brick try a new fast casual service at Brick Oven Oven

Brick OvenBrick Oven

Pizza was the most appealing menu Pizza was the most appealing menu item, with root beer also being very item, with root beer also being very popularpopular

The expected price of a fast casual The expected price of a fast casual meal is five to six dollarsmeal is five to six dollars

Promotional ideas were well received Promotional ideas were well received by respondents by respondents

Statistical SignificanceStatistical Significance

Those who indicated that a fast Those who indicated that a fast casual service would appeal to them casual service would appeal to them also responded that they would visit also responded that they would visit Brick Oven more often. Brick Oven more often.

RecommendationsRecommendations

Brick Oven Brick Oven SHOULDSHOULD pursue the fast casual pursue the fast casual opportunity. opportunity.

A Brick Oven fast casual service should A Brick Oven fast casual service should have a sports bar feelhave a sports bar feel

A Brick Oven fast casual service layout A Brick Oven fast casual service layout should include booth type seating should include booth type seating

Promotions and advertising should be usedPromotions and advertising should be used Pricing per meal should be in the five to six Pricing per meal should be in the five to six

dollar rangedollar range