Paper 1: Design and research

Background-

The client I chose to conduct my research on is my girlfriend’s dad Jamie Kepich. Mr. Kepich is

the co-manager and lead executive chef at a local Pennsylvanian restaurant called “By George,”

located in Monessen, PA. The restaurant was established in 2015 and serves Greek as well as

Mediterranean mix entrees known throughout Pennsylvania. When speaking to Mr. Kepich, we

discussed the need for communication within the business. The first need is outreaching to younger

audiences. The average age of customers attending the restaurant ranges between 30 and 55 years

old. By expanding their reach to the 18-29 age range, they could see an increase in business. The

second need happens to be within the business itself. Mr. Kepich went on to explain that

communication between waitresses and cooks could use a little bit of improvement, but overall, the

staff works very well together.

Table 1: SWOT Analysis-

Strengths: Weaknesses:
 Quality  Communication issues between servers
 Consistency and cooks
 Great staff  Staff perspective (Some think their job
 High demand is harder than others)
 Suitable location
 Well known

Opportunities: Threats:
 Consistent reputation allows for  Supply is increasingly difficult
possible expansion in the future
Primary Target Audience-

As stated previously, the primary target audience as of right now is members ranging from 30 to 55

years old. To resolve the communication need of reaching younger audiences, the target audience

needs to focus on the 18- to 29-year-old age group. There are three target segmentation strategies

applicable to this scenario, geographic, demographic, and benefits sought. Pertaining to

geographic, the restaurant is already using this strategy efficiently. Bringing a Greek and

Mediterranean mix to the local area within Pennsylvania. This provides customers in the area with

an opportunity to expand their palette and try something new. Also, the restaurant often creates

occasional special menus, branching off into Italian, Chinese, and Hispanic dishes to offer a wide

range of food options. Employing a demographic strategy would be seeking to draw in the 18–29-

year Olds. The business could do so by further promoting their Instagram page or posting more on

social media such as tik Tok or snapchat. Finally, with the benefits sought strategy, the restaurant

could promote a special such as “Tuesday college night” giving college students a discount, further

drawing in the younger targeted audiences.

 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 run down 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 really good 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 different 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.”