STICKS KEBOB SHOP

1. How do people choose what fast-food restaurant to visit?

People choose what fast-food restaurant to visit based on factors1 like:
 Variety of menu options. • Filling but nutritious food • Well-priced selections
 Fast deliveries • Friendly staff • Food taste and satisfaction • Pleasant
ambiance • Part of the community • Consistency and reliability • Convenient
place to eat.
Of the above factors, healthier/nutritious food, products made locally and fast delivery
appears to be the lead contender.
2. Based on the survey, how are customers and non-customers different?
Customers tend to appreciate Sticks because it offers filling yet nutritious/healthy food
and the Profession
 Income
 Personal activities or hobbies
 Importance of factors (listed as solution for question 1) when visiting a
restaurant.
 Whether respondents have eaten at Sticks in the past three months: This will
help differentiate between frequent customers, sporadic customers (potential
chances of converting them to frequent customers through promotions and other
marketing \ the segment 3 non-customer group because their ratings mirror the
segment 1 Start out small by testing the waters by establishing a pop-up food
joint or a food trailer in both the locations A and D for a considerable period of
time. Based on performance metrics such as customer traffic and sales, I would
then cross-compare the locations and identify the location that responds best to
the Sticks’ menu and service.

1
Customer/Non-Customer survey (cluster) analysis and Customer appreciation of what Sticks offer:
Segmentation at Sticks’ Kebob Shop, Page 3.