eating out summit june 2012 v2
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Michael Aldridge
Le Pain Quotidien:Cross-border Cultural Success
Culture
Brand 2
What is Culture?
Source: Oxford English Dictionary
the ideas, customs, and social behaviour of a particular people or society:
Brand 3
Culture is a society’s personality
Behaviour & Lifestyle
1. The influence of culture on consumer behaviourAs the sum total of learned beliefs, values and customs. 2. Its influence on behaviour is usually taken for granted Because it's the right thing to do, which dictates service.
3. Culture by comparisonCreating a transporting experience. 4. Cultural lensWhat customers bring to the table.
Hofstede Cultural Dimensions
Brand 4
Power Distance (PDI)
Individualism versus collectivism (IDV)
Masculinity versus femininity (MAS)
Uncertainty avoidance (UAI)
Long-term versus short-term orientation (LTO)
Indulgence versus Restraint (IVR)
Belgium
Brand 5
Our Heritage Culture
Belgium vs. France
Brand 6
The Francophone Culture
Belgium vs. France vs. USA
Brand 7
USA vs. UK
Brand 8
USA vs. Japan vs. Russia
Brand 9
Belgium vs. UAE vs. Australia
Brand 10
From Heritage to New Worlds
Brand 11
How behaviour is formed from Culture
Culture on Behaviour
Personality traits
Cognitive beliefs
Practices
Values
Attitude
Social Norms
Behavioural intention
BehaviourSubjective Culture
• Regional• Religion• Ethnicity• Linguistic• National• Professional• Organisational• Group
Brand 12
Focus Groups
Method1. Conducted two focus groups categorized by:
• Brand aware, non-users: Target customer• Brand unaware, non-user: Control group
2. Research was focused on a competitive set, not Le Pain Quotidien specific:
Findings• Consumers are looking for honest, un-hyped communication and simple, gracious service
• “Local” and community connection are more important to these consumers than “organic,” “efficient,” “European”
• Better, more connected customer service, simplified offers
Brand 13
Learn Purple Employee Study
Pilot Audit A – Philadelphia – Mid-May
Pilot Audit B – London –July 13-15• 16 staff in 3 stores (high-performing Great Marlborough, mid-performing
Wimbledon, low-performing Wardour)• Same questions as Philadelphia, but as focus groups
Worldwide Employee Survey - Late Summer 2012• Produce bespoke online survey combining learnings from Pilots• Worldwide approx. 6000 employees in 6 languages
Final Product• Present findings for cultural communications workshops in November
Brand 14
Brand Voice• communication guidelines to determine tone of
all written materials
Concept Book• Concept Book / Press Review to provide an off-
the-shelf, introduction to the Brand and Company
Corporate Responsibility
• Corporate Responsibility Charter to establish standards regarding the environment, employees, and customers
Cross-border Cultural Supports
Online• Global and Local• Integrate blog and customer forum• Facebook / Twitter store manager
Customer Surveys
• Online customer research program• Mystery shopper program
Brand 15
Cookery Book
English + 9 Foreign Language Editions Simultaneously
50%
60%
70%
80%
90%
100%
Greeting Speed of Service Quality and friendliness of
service
Presentation & quality of F&B
Value for money Cleanliness and organization
LA
NY
DC
Philly
World Average
Customer Satisfaction
Frequency of Visits
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NY LA DC Philly World Average
ME Turkey BE UK FR Spain NL MX
>1 per week
2-4 per month
1 per month
1st visit
Regu
lar s
New
Cu
stom
ers
Brand 16
Customer Research
Facebook• All Facebook pages merged in March• Administrators in each country target posts to their regions• Facilitate discussions – cross global cultures• Build talking points – on lifestyle issues across cultures• Likes increased from 7,200 pre-merge to 18,528 post-merge
Twitter• Regionally focused - example - US split in LA, PH, DC, NY• Tweets deliver a message in a friendly culture specific and regional
tone of voice• Build community by tagging related cultural lifestyle groups and
creating ambassadors in various regions
Brand 17
Online Presence
Brand 18
Thank you
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