Comms 318

C L I E NT R E P ORT

AGENDA
Overview Insights
1. 2. 3. 4. 5. 6. 7. Awareness Location Gender Restaurant Impressions Challenges: 2Ps Village Implications Social Media

Conclusion

OVERVIEW
Focus groups:
Three focus groups (BYU students, people in village, people living around the village) Ten in-depth interview (people in Provo/Orem)

368 responded (stratified random sampling ) Analyzed data from survey and social media

Awareness

3 4

AWARENESS

You are doing an

AWFUL-LY
good job.

AWARENESS

56%

33%

7%

3%

1%

Awful Waffle has great PR

Why not MORE business?

Branding
Insight:
47% negative 40% positive 13% neutral

Implication:
Free ammo Three-in-one

Location

3 4

LOCATION

Village Perception
Only the rich kids live there"

Ritzy"

Upscale hipster"

Customer Satisfaction

Suggestion: Tell your humble beginnings story

Customer Satisfaction
Feature 1. Taste of Food 2. Atmosphere 3. Service 4. Value 5. Location 6. Bands/ Events 7. Price of Food Mean 7.63 7.38 6.64 5.67 5.65 5.65 5.33 Standard Deviation 2.10 2.26 2.13 1.83 2.44 2.23 1.75

8. Parking

2.90

2.23

Gender

GENDER
Males eat out more than females
How often do you eat out?
3.4
Average number of times 3.3 3.2 3.1 3 2.9 2.8 2.7 2.6 Series1 male 3.32 female 2.89

Legend: 1 = Never 2 = Once to twice a month 3 = Once a week 4 = Two or three times per week 5 = Four or more times per week

No significant difference between males and females visiting Awful Waffle

Focus group attitudes

Waffles and crepes are not a meal
When I think of crepes and waffles I dont think of a meal, really, and so I just never go. - Male You dont go there to eat your meal. - Female

Men like quantity over quality

Subway is five dollars for a foot long, or you can go to Taco Bell and get five dollars worth of food and get filled up. - Male Im more a quantity guy than quality. - Male

The missing public

Dinner Meals
How often do you do you go out to eat dinner?
2 Average number of times/weekly 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Series1 Male 1.7651 Female 1.4425

The missing public

Group Invitation
Invitation from friends or family
2.2

Legend:
2.15 2.1 Mean ranking 2.05 2 1.95 1.9 1.85 1.8 Series1 Male 2.1739 Female 1.933

Ranking pertaining to invitation from friends or family 1= Lowest ranking 2= Middle ranking 3= Highest ranking

The only time I go to a sit down restaurant is on a date. I would never just go by myself.

The missing public

Bands and Events
Bands and events
7

Legend:
6 5 Mean rating

Rating pertaining to bands and events 1= Lowest raiting 10= Highest raiting

4
3 2 1 0 Male 6.5769 Female 5.2364

Series1

I think they should have more nights - Like other places have a jazz night.

The missing public

Implications:
Males: Eat out more than females, but not at Awful Waffle Eat out for dinner more than females Respond to personal invitations more Respond to events more than females

Suggestions
Attract male public through: Group promotions Special Events Dinner meals

But before we continue a brief video

Restaurant Impressions

IMPRESSIONS
Rank in order the five factors that best determine where you eat out

Restaurant Challenges

3 4

Pricing
Implications:
(national survey of college students) Evidence price perception still a problem High prices decrease customer retention Students want quick, easy and inexpensive Crepes and waffles: breakfast food only

Suggestions:
Create snack-size menu for busy customers Reconsider more simple pricing formula

Parking
Implication:
Unless parking situation is improved and access made easier and more convenient, current and potential customers will be lost

Suggestions:
Awful Waffle is "worth the walk More bike racks

Village Implications

3 4

VILLAGE IMPLICATIONS

What about Village Residents? Attendance:

Everyone else

3x

Village residents

VILLAGE IMPLICATIONS

Other notable points: Satisfaction Market use Menu exploration Eating out habits Time

Social Media

3 4

SOCIAL MEDIA
Awful Waffle Tweets generally positive Food and events most tweeted Bloggers generate great Facebook traffic 2,415 Likes on Facebook Posts increase traffic Suggestions: Link up Instagram Reach out to food bloggers

Conclusion
dont forget Bradley Lab

Questions?