Paper 2: Design and research cont...

Insight gained from SWOT: After last week’s assignment within paper 1, I gained quite a bit of

insight from the SWOT analysis as well as the interviews. The key task was highlighting the

communication needs of my client (Mr. Kepich’s) small business. The SWOT Analysis made it

clear that the restaurant has many strengths such as quality, consistency, as well as having a high

demand within a suitable location. With these noteworthy qualities, it presents an opportunity for

possible expansion in the future. On the other hand, like any business, the weaknesses followed

by the threats were also highlighted. Mr. Kepich expressed his concern about the communication

issues between staff, as well as supply difficulties increasing within today's economy. Keeping

all of that in mind, I went on to interview five people who fit within the target audience,

primarily individuals within the 18-29 age group. The first person I interviewed was Nick James

McElroy, 27, of San Antonio Texas. We were discussing social media outreach being the

primary communication need of the restaurant. I asked him “So would you say if a restaurant had

more outreach on let's say Instagram would you be more inclined to give it a shot?” Nick replied,

“Yeah definitely, I've seen stuff on Instagram where it specifically shows me food and I'm like

that looks really good, I want to eat that.” This quote shows a perfect display of how the more

social media outreach an organization has, the more inclined its audience is to go try it out.

Another person I interviewed was Brian Bell, 27 of New Mexico. I asked him a similar question

pertaining to social media outreach. His response was “Yeah like, as far as like food and

attractions, I will specifically save stuff I see for when I'm going to a certain area, I can go there

and try it out. There are times when I don’t even ask to see something, and an ad pops up based

on the algorithm. I'll end up going to eat at these places I save.” These two quotes further show

the importance of social media outreach as a communication need.

Determining Success: When determining the success of this project, I need to identify

objectives relevant to the communication needs of the restaurant. For this project, I am going to

pick two objectives. Objective number 1: social media expansion, for this objective I will see

what the restaurant has as far as social media platforms. If there's already something in place, I

will make sure it's more relevant and appeals to the 18-29 age group. A Key performance

indicator for this objective could be creating an Instagram page, then based on the newly

accumulated followers, I can see who fits within that age group. Objective number 2: retaining

customers. As previously stated in paper 1, the restaurant already has a strong attendance,

primarily ages 30-55. We do want to attract younger customers, but not at the expense of our

loyal established customers. For this objective, a key performance indicator could be checking

the google reviews on the internet or following up with the customers physically in the

restaurant. For a more specific measuring tool, the restaurant can reach out to the reviewers that

rated the restaurant less than 4-5 stars, asking for their recommendations on improvement. And

for the customers that gave complimentary reviews, we could find out what keeps them loyal

customers.

Audience / Metric of choice: The audience and metric of choice will help solve my client's

communication need because it will bring in an entirely new audience to the restaurant. If the

restaurant can bring in the age groups 30-55 as well as the new targeted group 18-29, they should

be able to double their revenue. By measuring the outreach through Instagram, a clear picture

will be painted as far as who we are appealing to and bringing in as customers. The restaurant

can also survey the average number of customers before social media, and then after they

establish a footprint on Instagram.

 Appendix A

Interview Transcriptions-

1. Nick James McElroy- 27, Navy Veteran. Recruited based on being a childhood friend

as well as someone who likes to try a wide variety of food, fits the 18-29 age targeted

audience. Interview conducted via zoom.

Me – Gave Nick the rundown on Mr. Kepich’s business (where it’s located, what they serve,

etc.)

Me- “When you think of Greek or Mediterranean food, what is something that would draw you

in?

Nick- “Well yeah um, I guess it's not really specific to Greek food in general, but what would

draw me into a restaurant is the ratings. So, like, whenever we're looking for a new place to eat,

we go off the ratings. If a place has complimentary reviews were more likely to try it. So, it

really just boils down to getting people to review your restaurant. Another thing is a restaurant

just making people more aware of their business through social media, if I don’t know your place

exists, I'm not going to go to it.”

Me- “So would you say if a restaurant had more outreach on let's say Instagram would you be

more inclined to give it a shot?’

Nick- “Yeah definitely, I've seen stuff on Instagram where it specifically shows me food and I'm

like that looks really good, I want to eat that.”

Me- “Yeah, yeah that definitely makes sense. Is there anything within the physical environment

of a restaurant that would draw your interest in?’

Nick- “I guess me personally, I'm not really picky as long as it's like well-maintained and not

dirty.”

Me- “Let's talk about benefits sought, say the restaurant held some sort of promotion like

Tuesdays is college night and you get 10% off, would that promotion draw you in more?’

Nick- “Honestly no, just because a promotion like that with a larger crowd would bring upon a

longer wait. Maybe if there was just some sort of special specific to that day.”

Me- Okay, well other than that, that’s all the questions I have pertaining to the restaurant. I

appreciate you taking the time to answer these questions.”

2 & 3. Robert Jones and Michael Kopp- 28 and 29, Active-duty Air Force and Air Force

veteran. Recruited based on both parties living in Washington state, being exposed to a wide

variety of different foods and people. As well as being a part of the 18-29 targeted audience

group. Interview conducted via zoom.

Me- Turns recorder on* “Perfect, were on the record now, don’t incriminate yourselves, okay?”

Robert and Michael- “Alright cool.”

Me- “Basically what I'm asking is based on you guys fitting the target audience group. The

restaurant is called By George, it’s a restaurant that serves Greek and Mediterranean style dishes.

What would draw you in as a younger audience?”

Robert- “Yeah maybe a presence on Instagram, or something like that.”

Michael- “I think that, OR if they are near bars, late night drunk food.”
Me- “Ooh, good point.”

Michael- “Or a cool cocktail menu, if that makes sense.”

Me- “Okay, so would you say as an age group 18-29, more bar selection as well as more social

media outreach is the most important thing?”

Michael- “Yeah, I think so, that’s pretty much how I find places to eat. I just go to Instagram

pages that say, “Food in Seattle” oh that chicken sandwich looks dope, I'm going to go there.”

Me- “Okay okay, so how important are ratings to you?”

Michael- “Yeah it depends on the quality of food and the mood I am in. If I'm prepared to eat

trash or sit down somewhere nice, that plays a pretty big part.”

Me- “Okay so, ratings as well as the mood you're in plays a pretty big part. I can understand that

thanks for sitting down with me guys, you guys have a good one.”

Robert and Michael- “No problem, see ya.”

4. Brian Bell- 27 Active-duty Air force: Recruited based on being stationed overseas for a brief

period, getting exposure to diverse cultures as well as fitting in the target audience group.

Interview conducted via zoom.

Me- “With you being in this target age group, what would draw you in? What would bring you

to this restaurant?”

Brian- “Going through a mental checklist... I would say where it's location wise. I know that’s

always going to be a big thing with business, that’s always the first thing I think of. Like do I

need to worry about locking my car up when I'm leaving. Like do I feel like it's in a nice area,

you know what I mean? I feel like that plays a big part. Especially with like young people.
Me- “Yeah, how important is social media to you? Say you see a restaurant that’s got a big

social media footprint as far as they have an Instagram page or they're making tik toks, you know

what I'm saying?”

Brian- “Yeah like, as far as like food and attractions, I will specifically save stuff I see for when

I'm going to a certain area, I can go there and try it out. There are times when I don’t even ask to

see something, and an ad pops up based on the algorithm. I'll end up going to eat at these places I

save.”

Me- Okay so, social media outreach and location are the primary concerns.

Brian- Yeah for the most part, also timeliness. I know it's apart of our generation to want instant

gratification typed situations. If I walk in the restaurant and there's 10 people in line with one

person at the register and the lines not moving, even if I stay there more than likely I won't come

back unless the food is like crazy good. I guess that falls into customer service or timely

customer service.

Me- “Yeah that makes sense... well cool man, I'm going to go ahead and stop this recording. I

appreciate you answering my questions.”

5. Brandon Thomas- 22, Active-duty Airforce. Recruited based on being a little younger, as

well as growing up in a very small town in Iowa. Interview conducted via zoom.

Me- “Alright man, so basically, you're the primary target audience for this research. With this

restaurant, not only do they serve Greek and Mediterranean, but occasionally they will do Italian,

Hispanic and American dishes as well. As someone who fits within this age group, how can this

Restaurant draw you in?”

Brandon- “So for me going to restaurants, the biggest thing is word of mouth, which I know is

super hard to advertise for. Really if the food is good, they have good specials, and for someone

21 and up having great drink specials because I'm a cheap dude.”

Me- “How important is social media outreach to you? So, let's say you see a restaurant on tik

Tok, and it looks really good. How likely are you to are you to try it out because you saw it

online? “

Brandon- Yeah 100%, if I see it on social media and it looks good, I will at least go give it a try.

Instagram for me is probably what I would rely on more, I'm not on Facebook as much. I can't

speak for all the younger cats, but I know people my age who don’t have a Facebook at all. So,

the popular ones would be Instagram, tik Tok, twitter if you're weird. But yeah, if I see

something on social media and it's within my area, I will give it a shot.”

Me- “Okay makes sense. What else is important to you as far as this Restaurant goes?”

Brandon- “Atmosphere, if it's weird and it's in a weird spot I'm less likely to go to it. If it was a

fire restaurant and it was in junction city, I probably wouldn’t go to it. If it's close, easy to get to,

if the environments good, and it's not weird going in there.”

Me- “So ultimately what you're saying is, social media outreach, as well as location, and

environment within the actual Restaurant are the three most important things when you're

looking for a restaurant.”

Brandon- “Yep 100%”

Me- “Perfect, and with that being said, this concludes our recording.”